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Prepared with by
Love Takes Time
DESIGNING HABITS FOR
SUSTAINABLE RELATIONSHIPS
#design4habits
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UX
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U
X
Here’s where
love happens.
Here’s where
love happens.
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“Learning to love is hard and we pay
dearly for it. It takes hard work and a
long apprenticeship, for it is not just
for a moment that we must learn to
love, but forever.”
Фёдор Достоевский
Love is a Habit
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Cornell Chronicle; November, 2011
Matthew Brashears
The average person has about 130
acquaintances, but only 2 close friends.
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"Despite the diversity of
their travel history,
humans follow simple
reproducible patterns."
Nature; March, 2008
Albert-László Barabási
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Though we download over 3
apps per month, we spend
almost 80% of our time with
our 3 favorites.
ComScore US Mobile App Report; 2016
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Make things that empower people,
not exploit them. Help them build
habits that make their lives better.
#design4habits
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@brianpagan
thegreatness.studio
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Key Habit
Building Empathy
Introduction
Goodies & Downloads
Mapping Habits
The HOOK Model
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Any questions so far?
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Nir Eyal
nirandfar.com
Photo: Eirik Helland Urke
A Hook is a series
of experiences
designed to
create a habit.
#design4habits
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No content
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3. Variable reward
How was it?
Habit hooks
are
everywhere.
X. Next Trigger
"I want to get that free cofee!"
4. Investment
Loyalty card for stamps
1. Trigger
See a catchy sign
2. Action
Have a cofee
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X. Next Trigger
"I want to earn that gold card!"
3. Variable reward
Yay, vacation!
4. Investment
Earn Miles & spend them on upgrades
And they’ve
been here for
a long time.
1. Trigger
Airline special ofer
2. Action
Book your fight
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1. Trigger
See a reminder to run
3. Variable reward
Receive immediate
feedback on progress
We can use them
to help people.
X. Next Trigger
“I want to reach my weight goal!"
4. Investment
Get healthier & set goals
2. Action
Go running
Philips Personal Health Program
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Image by Design by Fire Events, slightly modifed
“What people experience is often
determined by tacit knowledge or
latent needs and is often difcult
to express in words.”
- Dr. Froukje Sleeswijk Visser
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Think
Say
Use
Do
Adapted from Contextmapping: experiences from practice - Froukje Sleeswijk Visser, Pieter Jan Stappers, Remko van der Lugt
Know
Feel
Dream
Empathy helps us
see what’s hidden.
Empathy
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But projecting is
not Empathy.
Empathy
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For Empathy,
details matter.
Empathy
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Tools like
this can
help.
Alex
d3e.co/charactermap
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1. Trigger
(External) trigger
3. Variable reward
Immediate returns
X. Next Trigger
(Internal) trigger for habit forming
4. Investment
Store value & load next trigger
2. Action
Action for Key Habit
0. Key Habit
Habit needed to succeed
#design4habits
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1. Trigger
(External) trigger
3. Variable reward
Immediate returns
X. Next Trigger
(Internal) trigger for habit forming
4. Investment
Store value & load next trigger
2. Action
Action for Key Habit
0. Key Habit
Habit needed to succeed
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The Key Habit:
Helps people achieve their Objective
Helps your proposition succeed
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0. Key Habit
Habit needed to succeed
3. Variable reward
Immediate returns
X. Next Trigger
(Internal) trigger for habit forming
4. Investment
Store value & load next trigger
2. Action
Action for Key Habit
1. Trigger
(External) trigger
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B
Motivation, Ability, & Trigger
Behavior
BJ Fogg
bjfogg.org
MAT
T
#design4habits
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Triggers are reminders.
Triggers work best when we anchor
them to an existing habit.
MAT
T
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0. Key Habit
Habit needed to succeed
3. Variable reward
Immediate returns
X. Next Trigger
(Internal) trigger for habit forming
4. Investment
Store value & load next trigger
1. Trigger
(External) trigger
2. Action
Action for Key Habit
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6 common types of
obstacles:
Time
Mental efort
Cost
Social norms
Physical efort
Novelty
MAT
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0. Key Habit
Habit needed to succeed
X. Next Trigger
(Internal) trigger for habit forming
4. Investment
Store value & load next trigger
1. Trigger
(External) trigger
2. Action
Action for Key Habit
3. Variable reward
Immediate returns
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the
Tribe
the
Hunt
the
Self
Adapted from Hooked; November, 2014
Variable Rewards
come in 3 types:
Rewards
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the Tribe Let people feel connected.
the Hunt Give people resources &
info.
the Self Let people feel mastery.
Rewards of
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Give your community a voice.
Make your payout variable.
Show progression & feedback.
Vary your rewards
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0. Key Habit
Habit needed to succeed 1. Trigger
(External) trigger
2. Action
Action for Key Habit
3. Variable reward
Immediate returns
X. Next Trigger
(Internal) trigger for habit forming
4. Investment
Store value & load next trigger
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Investment gives
people more
value over time.
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Here’s a quick
reference tool.
d3e.co/hookcanvas
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Love is a Habit
#design4habits
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"A person's
primary task
should not be
computing, but
being human."
Amber Case
calmtech.com
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d3e.co/profsoux
Slides & Free Downloads
ART
HUMANITY
EMOTION
SCIENCE
TECHNOLOGY
INTELLECT
Our
superpowers
come from
here
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Further Reading