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Sally Shepard – Helping Users Create Good Habits

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June 05, 2017

Sally Shepard – Helping Users Create Good Habits

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Realm

June 05, 2017
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  1. HELPING USERS CREATE GOOD HABITS @MOSTGOOD SALLY SHEPARD

  2. @mostgood I play Candy Crush for research purposes

  3. @mostgood IS THIS TALK ABOUT ENGINEERING OR DESIGN?

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

    HABITS
  5. @mostgood BASICS OF HABITS!

  6. @mostgood WHY BUILD HABITS?

  7. @mostgood Downloads do not equal users.

  8. @mostgood Downloads Opens app 1 day later 1 month later

    1 week later 2 weeks later
  9. @mostgood

  10. @mostgood

  11. @mostgood What makes these apps so successful?

  12. @mostgood

  13. @mostgood Successful apps develop habits with users.

  14. @mostgood WHAT IS A HABIT?

  15. @mostgood A habit is created when a behaviour is repeated.

    Behaviour = Habit
  16. @mostgood Motivation Trigger Action

  17. @mostgood Behaviour Motivation Trigger Action

  18. @mostgood = Habit Behaviour

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

    Investment
  20. @mostgood ACTION TRIGGER REWARD INVESTMENT

  21. @mostgood

  22. @mostgood What brings users to your app? External trigger: 1

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

    should check my email
  24. @mostgood Internal triggers External triggers

  25. @mostgood ACTION TRIGGER REWARD INVESTMENT

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

  27. @mostgood Action ⬌ Ability

  28. @mostgood “the greatest return on investment will generally come from

    increasing a product’s ease-of-use.” -‘Hooked’ by Nir Eyal
  29. @mostgood List every step then remove as many as possible

  30. @mostgood

  31. @mostgood ACTION TRIGGER REWARD INVESTMENT

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

    Status
  33. @mostgood

  34. @mostgood

  35. @mostgood ❤ Variability

  36. @mostgood

  37. @mostgood ACTION TRIGGER REWARD INVESTMENT

  38. @mostgood Investments

  39. @mostgood Investment should work towards improving the users experience.

  40. @mostgood IMPLEMENTING HABITS!

  41. @mostgood Build habits around goals.

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

  43. @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
  44. @mostgood List possible reasons why they want to achieve their

    goals.
  45. @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
  46. @mostgood Thinking about the ‘why’ behind a goal, how can

    you motivate users?
  47. @mostgood Triggers need to include a motivation.

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

    complete.
  49. @mostgood Rewards should align with motivations from the trigger, and

    contribute to the users goal.
  50. @mostgood The size of investment you can ask for, is

    proportional to how long they’ve used the app.
  51. @mostgood Ask for investments right after rewards.

  52. @mostgood STREAKS & HABITS

  53. @mostgood ⌚What’s your longest move streak? (Check in the activity

    app on your phone, in the Achievements tab)
  54. @mostgood

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

    period.
  56. @mostgood Soft streaks: Requires completing an action in a less

    strict timeframe.
  57. @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.
  58. @mostgood You can soften a hard streak by better defining

    what a day is.
  59. @mostgood

  60. @mostgood

  61. @mostgood

  62. @mostgood Who goes to sleep after midnight? ✋

  63. @mostgood People do not magically reset at midnight!

  64. @mostgood Don’t be lazy about date calculation in streaks. Time

    zones exist and you need to account for them.
  65. @mostgood We place significance on doing something a certain number

    of times.
  66. @mostgood

  67. @mostgood If you place significance on doing something a certain

    number of times, make sure it’s consistent.
  68. @mostgood HABIT EXAMPLE

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

  70. @mostgood External trigger: Push notification

  71. @mostgood Action: Complete daily vocal exercises.

  72. @mostgood

  73. @mostgood Reward: -Completion of action -Grading -Points to level up

    -Data about my performance -Streak
  74. @mostgood

  75. @mostgood

  76. @mostgood Investment: Review the app…

  77. @mostgood TESTING HABITS!

  78. @mostgood ARE MY HABITS WORKING?

  79. @mostgood Analytics are your friend.

  80. @mostgood Analytics are like crash reports for user habits. They

    help you analyze and debug what’s going on.
  81. @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.
  82. @mostgood Define what an ideal user is, then look for

    patterns. Use these patterns to create more ideal users.
  83. @mostgood Twitter: follow 30 people and you’re likely to stick

    around.
  84. @mostgood WHY ARE MY HABITS FAILING?

  85. @mostgood Where in the habit hook are users leaving? Find

    the leaks and fix them.
  86. @mostgood Analytics are not always the answer. Sometimes you might

    need to dig deeper.
  87. @mostgood -Battery drain -Crashes -Uses too much data -Doesn’t work

    offline
  88. @mostgood Are triggers being triggered?

  89. @mostgood 1st hurdle: enabling the trigger

  90. @mostgood

  91. @mostgood Make triggers easy to turn on and off.

  92. @mostgood Are actions able to be completed?

  93. @mostgood Root of action failure Time Money Physical Effort Brain

    Cycles Social Deviance Non- routine
  94. @mostgood Is the reward strong enough? Is there variability in

    the reward?
  95. @mostgood

  96. @mostgood Is the investment too expensive? Are you asking just

    after the user received a great reward?
  97. @mostgood Thanks for completing your first day! Please fill out

    this 75-page long survey!
  98. @mostgood HABIT TIME MACHINE!

  99. @mostgood How does the habit time machine work? - Timescale

    - Questions - Empathy
  100. @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
  101. @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?
  102. @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?
  103. @mostgood Trigger: Where’s our motivation? Is this the same message

    I get everyday?
  104. @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
  105. @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’
  106. @mostgood Action: Is the action too difficult?

  107. @mostgood Time Money Physical Effort Brain Cycles Social Deviance Non-

    routine Root of action failure
  108. @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
  109. @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
  110. @mostgood Action: Time Money Physical Effort Brain Cycles Social Deviance

    Non- routine
  111. @mostgood Reward: Is the reward strong enough?

  112. @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
  113. @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.
  114. @mostgood Investment: Has the investment improved their experience?

  115. @mostgood Investment: 1 day in - Hmm 7 days in

    - Rate the app - OK 2 months in - Nothing… 4 months in - Nothing…
  116. @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?
  117. @mostgood HABITS & HEALTH

  118. @mostgood Habit Addiction

  119. @mostgood

  120. @mostgood

  121. @mostgood EVIL DON’T BE

  122. @mostgood Manipulate for good.

  123. @mostgood THANKS FOR LISTENING! @MOSTGOOD

  124. @mostgood QUESTIONS? (I MIGHT HAVE SOME ANSWERS)