FOGG. Fogg posits that there are three ingredients required to initiate any and all behaviors: (1) the user must have sufficient motivation;

Transcription

1 HOOKED ACTION

2 ACTION VS INACTION FOGG Fogg posits that there are three ingredients required to initiate any and all behaviors: (1) the user must have sufficient motivation; (2) the user must have the ability to complete the desired action (3) a trigger must be present to activate the behavior. The Fogg Behavior Model is represented in a formula, B = MAT

3 TWO COMPONENTS MOTIVATION While a trigger cues an action, motivation defines the level of desire to take that action Fogg states that all humans are motivated to seek pleasure and avoid pain, to seek hope and avoid fear, and finally, to seek social acceptance and avoid rejection What are some motivation examples?

4 TWO COMPONENTS ABILITY First, understand the reason people use a product or service. Next, lay out the steps the customer must take to get the job done. Finally, once the series of tasks from intention to outcome is understood, simply start removing steps until you reach the simplest possible process.

5 ABILITY TO CREATE Take a human desire, preferably one that has been around for a really long time Identify that desire and use modern technology to take out steps. ~Evan Williams WHAT CAN BE INFERRED FROM THIS CHART ABOUT PEOPLE?

6 FOGG SIX ELEMENTS OF SIMPLICITY

7 FOGG SIX ELEMENTS OF SIMPLICITY 1. -Time - How long it takes to complete an action Money - The fiscal cost of taking an action Physical Effort - The amount of labor involved in taking the action Brain Cycles - The level of mental effort and focus required to take an action Social Deviance - How accepted the behavior is by others Non-Routine - According to Fogg, How much the action matches or disrupts existing routines.

8 EXAMPLES Logging in with Facebook Sharing with the Twitter button (or other social media buttons) Searching with Google Taking photos with a smartphone Scrolling with Pinterest

9 MOTIVATION OR ABILITY WHICH SHOULD YOU INCREASE FIRST?

10 TEXT The answer is always to start with ability. Of course, all three parts of B=MAT must be present for a singular user action to occur; Without a clear trigger and sufficient motivation, there will be no behavior. EVOLUTION OF THE TWITTER HOMEPAGE

11 ON HEURISTICS AND PERCEPTION The Scarcity Effect The Framing Effect The Anchoring Effect The Endowed Process Effect REMEMBER

12 REMEMBER AND SHARE - Action is the second step in The Hook. - The action is the simplest behavior in anticipation of reward. - As described by the Dr. BJ Fogg s Behavior Model: - For any behavior to occur, a trigger must be present at the same time as the user has sufficient ability and motivation to take action. - To increase the desired behavior, ensure a clear trigger is present, then increase ability by making the action easier to do, and finally align with the right motivator.

13 VIDEO

14 REMEMBER AND SHARE - Every behavior is driven by one of three Core Motivators: seeking pleasure or avoiding pain, seeking hope and avoiding fear, seeking social acceptance while avoiding social rejection. - Ability is influenced by the six factors of time, money, physical effort, brain cycles, social deviance, and non-routineness. Ability is dependent on users and their context at that moment. - Heuristics are cognitive shortcuts we take to make quick decisions. Product designers can utilize many of the hundreds of heuristics to increase the likelihood of their desired action.