Changing user habits isn’t easy — but understanding how to conduct Habit Testing will increase your odds of success.
In this video, I provide a brief introduction to the three steps of Habit Testing. I explain how product designers use these steps to identify their devotees, codify what makes the product habit-forming, and modify the user experience accordingly.
Let me know what you think of the video and your own experience designing user habits in the comments section below.
Nir’s Note: My friend Jake Knapp just published a fantastic book titled, Sprint: How to Solve Big Problems and Test New Ideas in Just Five Days. The book details a process he and his colleagues at Google Ventures use to quickly go from idea, to prototype, to live test. Jake put together an exclusive excerpt from the book for NirAndFar.com readers. Here it is:
“I’m endlessly loyal,” my wife said, staring straight into my eyes. But she wasn’t talking about our marriage — she was pledging her allegiance to a piece of software.
“I’ll never quit Microsoft Office,” she told me. “It does too much for me to leave it.” For a moment I wondered if her husband had engendered the same reverence, but then I remembered things at Microsoft aren’t all wine and roses. In fact, the conversation with my wife was sparked by a debate over switching from Office to Google Docs for our home business.
Apparently, we aren’t the only ones considering other options.
Let’s say you’ve built the next big thing. You’re ready to take on the world and make billions. Your product is amazing and you’re convinced you’ve bested the competition. As a point of fact, you know you offer the very best solution in your market. But here’s the rub. If your competition has established stronger customer habits than you have, you’re in trouble.
A friend called me heartbroken, crying. She had spent months looking for investors to fund her fledgling startup and now she had a big problem. Someone was ready to give her the money.
Trouble was, the cash came with a catch. The only investor willing to pony-up the money was someone she didn’t like. She also got the feeling he did not like her much either, and yet, he wanted to invest. “If he was involved, I have the feeling I would quit my company down the road,” she told me over the phone.
Time was running out, she needed the funds and with no other investor ready to commit, she feared she’d have to take the money from someone she couldn’t stand. The very thought made her sick in the stomach.
I felt for her and her dilemma piqued my curiosity. What differentiates a great early-stage investor from someone no entrepreneur wants to take money from unless they absolutely have to?