Helping Users Create Good Habits @ AltConf 2017

HELPING USERS
CREATE GOOD
HABITS
@MOSTGOODSALLY SHEPARD

@mostgood
I play Candy Crush
for research purposes

@mostgood
IS THIS TALK ABOUT
ENGINEERING OR DESIGN?

@mostgood
1) BASICS OF HABITS
2) IMPLEMENTING HABITS
3) TESTING HABITS

@mostgood
Downloads do not
equal users.

@mostgood
Downloads
Opens app
1 day later
1 month later
1 week later
2 weeks later

@mostgood
What makes these
apps so successful?

@mostgood
Successful apps
develop habits
with users.

@mostgood
A habit is created when
a behaviour is repeated.
Behaviour = Habit

@mostgood
Motivation
Trigger Action

@mostgood
Behaviour
Motivation
Trigger Action

@mostgood
Habit Hook
1) Trigger
2) Action
3) Reward
4) Investment

@mostgood
ACTION
TRIGGER
REWARD
INVESTMENT

@mostgood
What brings users to your app?
External trigger:
1
MAIL
I’m a new message!
Read me! Read me! Read me!
32m ago

@mostgood
What brings users to your app?
Internal trigger:
I should check my email

@mostgood
Internal
triggers
External
triggers

@mostgood
Action:
The thing a user
needs to do.

@mostgood
“the greatest return on
investment will generally
come from increasing a
product’s ease-of-use.”
-‘Hooked’ by Nir Eyal

@mostgood
List every step
then remove as
many as possible

@mostgood
Possible rewards:
Unlocking in-app content
Awards
Sense of completion
Status

@mostgood
💰 📊 🕑 🔨
Investments

@mostgood
Investment should
work towards
improving the
users experience.

@mostgood
IMPLEMENTING
HABITS!

@mostgood
Build habits
around goals.

@mostgood
Start with the
goal the user
wants to achieve.

@mostgood
I want to run 5k
I want to be healthier
I want to sleep better
I want to be less stressed
I want to improve my singing
I want to lose weight

@mostgood
List possible reasons why
they want to achieve their
goals.

@mostgood
“I want to improve my singing”
Karaoke Night
Sing in choir
Band wants to record
Professional singer To serenade someone
Reunion performance Improve conﬁdence
Performing in musical
Why might you want to improve your singing?
Love singing

@mostgood
Thinking about the
‘why’ behind a goal,
how can you
motivate users?

@mostgood
Triggers need to
include a motivation.

@mostgood
Actions should be
simple to understand
and easy to complete.

@mostgood
Rewards should align with
motivations from the trigger,
and contribute to the users goal.

@mostgood
The size of investment
you can ask for, is
proportional to how long
they’ve used the app.

@mostgood
Ask for
investments right
after rewards.

@mostgood
⌚
What’s your
longest move
streak?
(Check in the activity app on your phone, in the Achievements tab)

@mostgood
Hard streaks:
Requires completing an
action in every 24h period.
🤓

@mostgood
Soft streaks:
Requires completing an action
in a less strict timeframe.
😎

@mostgood
Dangers of Hard Streaks:
Missing a day means starting over.
You might never get that user back.
The very happy user can become very angry.
Not everyone responds to streaks.

@mostgood
You can soften a hard
streak by better
deﬁning what a day is.

@mostgood
Who goes to sleep
after midnight?
✋

@mostgood
🕙🕚
People do not magically
reset at midnight!
🕛👸🐸

@mostgood
Don’t be lazy about date
calculation in streaks.
Time zones exist and you
need to account for them.

@mostgood
We place signiﬁcance
on doing something a
certain number of times.

@mostgood
If you place signiﬁcance
on doing something a
certain number of times,
make sure it’s consistent.

@mostgood
Goal:
“I want to improve my singing”

@mostgood
External trigger:
Push notiﬁcation

@mostgood
Action:
Complete daily vocal
exercises.

@mostgood
Reward:
-Completion of action
-Grading
-Points to level up
-Data about my performance
-Streak

@mostgood
Investment:
Review the app…

@mostgood
ARE MY HABITS
WORKING?

@mostgood
Analytics are
your friend.

@mostgood
Analytics are like crash
reports for user habits.
They help you analyze and
debug what’s going on.

@mostgood
Analytics are only helpful if they
give you a complete picture.
Track events that verify the
success as well as the failure of
each part of a habit.

@mostgood
Deﬁne what an ideal user is,
then look for patterns.
Use these patterns to
create more ideal users.

@mostgood
Twitter: follow 30
people and you’re
likely to stick around.

@mostgood
WHY ARE MY
HABITS FAILING?

@mostgood
Where in the habit hook
are users leaving?
Find the leaks and ﬁx
them.

@mostgood
Analytics are not
always the answer.
Sometimes you might
need to dig deeper.

@mostgood
-Battery drain
-Crashes
-Uses too much data
-Doesn’t work ofﬂine

@mostgood
Are triggers being
triggered?

@mostgood
1st hurdle:
enabling the trigger

@mostgood
Make triggers
easy to turn on
and off.

@mostgood
Are actions able to
be completed?

@mostgood
🕓 💸 💪 🎓 👮 💾
Root of action failure
Time Money Physical
Eﬀort
Brain
Cycles
Social
Deviance
Non-
routine

@mostgood
Is the reward strong
enough?
Is there variability in
the reward?

@mostgood
Is the investment too
expensive?
Are you asking just after
the user received a great
reward?

@mostgood
Thanks for completing
your ﬁrst day! Please
ﬁll out this 75-page
long survey!
🙅

@mostgood
How does the habit
time machine work?
- Timescale
- Questions
- Empathy

@mostgood
DAILY
1 Day
7 Days
14 Days
21 Days
1 Month
2 Months
4 Months
6 Months
1 Year
WEEKLY
1 Week
2 Weeks
3 Weeks
1 Month
2 Months
4 Months
6 Months
1 Year
100 weeks
Timescale:
-Regular intervals
-Any milestones

@mostgood
Questions:
1) Are my triggers motivational?
2) Is the action too difﬁcult?
3) Is the reward strong enough?
4) Has the investment improved
their experience?

@mostgood
Empathy:
What state will the app be in?
What will happen if I miss a day?
What kind of pressure do I feel?
Am I closer to achieving my
goal?

@mostgood
Trigger:
Where’s our motivation?
Is this the same message I get everyday?

@mostgood
Trigger:
1 day in - this is ﬁne
7 days in - I’m not motivated by this
2 months in - I’m turning off notiﬁcations

@mostgood
Trigger:
You could include streak information -
‘Complete today’s training to increase your
streak to 8 days!
You could include information about the
exercises - ‘Todays training includes
Foundation, Agility and Head Voice’

@mostgood
Action:
Is the action too difﬁcult?

@mostgood
Time Money Physical
Eﬀort
Brain
Cycles
Social
Deviance
Non-
routine
🕓 💸 💪 🎓 👮 💾
Root of action failure

@mostgood
Action:
1 day in - I’m still getting the hang of this
7 days in - this is helping me
2 months in - this is taking too long!
4 months in - this is taking too long and the
exercises are repetitive

@mostgood
Action:
The more I practice, the more I increase my
singing range.
This means it takes longer to complete my
exercises.
This can result in me not wanting to expand
my singing range 😞

@mostgood
Action:
Time Money Physical
Eﬀort
Brain
Cycles
Social
Deviance
Non-
routine
🕓 💸 💪 🎓 👮 💾

@mostgood
Reward:
Is the reward strong enough?

@mostgood
Reward:
1 day in - Woo! I’m awesome :)
7 days in - Yay, I levelled up!
2 months in - I don’t remember the last time I
levelled up
4 months in - I wish it did more analysis for me

@mostgood
Reward:
Levels are meaningless and it takes a
super long time to level up.
I want more than just basic stats.
I don’t have any way to measure my
overall success.

@mostgood
Investment:
Has the investment improved their experience?

@mostgood
Investment:
1 day in - Hmm
7 days in - Rate the app - OK
2 months in - Nothing…
4 months in - Nothing…

@mostgood
Investment:
I’ve reviewed the app.
I sent some feedback.
It should prompt me to recheck my singing
range at certain times.
I don’t get any emails, I wonder what’s
going on with the development?

@mostgood
EVIL
DON’T BE
👹

@mostgood
Manipulate for good.

@mostgood
THANKS FOR
LISTENING!
@MOSTGOOD

@mostgood
QUESTIONS?
(I MIGHT HAVE SOME ANSWERS)

Helping Users Create Good Habits @ AltConf 2017

Recomendados

Recomendados

Más contenido relacionado

Similar a Helping Users Create Good Habits @ AltConf 2017

Similar a Helping Users Create Good Habits @ AltConf 2017 (20)

Más de Sally Shepard

Más de Sally Shepard (18)

Último

Último (20)

Helping Users Create Good Habits @ AltConf 2017