Using behaviour design to create a minimum loveable product
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“Minimum Loveable Products - Kahoot!” UX Cafe, 5th March @ Shoreditch Works Village Hall @jamiebrooker [email protected]
description
Jamie Brooker's (We Are Human, Kahoot) talk at UX Café, March 2014.
Transcript of Using behaviour design to create a minimum loveable product
“Minimum Loveable Products - Kahoot!”UX Cafe, 5th March @ Shoreditch Works Village Hall
Behaviour Design
“Persuasion seems a dirty word. It shouldn’t be. We should now embrace that we’re in the business of behaviour change” - BJ Fogg
HighMotivation
LowMotivation
Hard to do Easy to do
Fogg Behaviour Model
B = matBehaviour motivation
abilitytrigger
At the same time
Mot
ivat
ion
Ability
Action line
Triggerssucceed here
Triggersfail here
www.BehaviorModel.orgCredit: BJ Fogg
Desire
The Hook
Credit: Nir Eyal, nirandfar.com
Investment
Example: Text messaging
Receive text message Read text message
New informationWrite back
Investment
Credit: Nir Eyal, nirandfar.com
LIKE A PLAYSTATION FOR EDUCATION!
getkahoot.com
FOCUS ON YOUR HOOK!
1ST TIME MEANS EVERYTHING. PROVIDE INSTANT REWARDS.
THE REWARD, FOR THEM.
THE REWARD, FOR US.
10+ YEARS WORTH OF CONTENT!
1.BEHAVIOUR CHANGE2.EMBEDDED IN LESSONS
DEEPER INVESTMENTS
DEEPER REWARDS
To be in
for a better education
MAKE PEOPLE CARE THROUGH PRODUCT EXPERIENCE
MAKE PEOPLE CARE OUTSIDE PRODUCT EXPERIENCE
Closing thoughts• Focus on the core hook… and make that loveable!
• Encourage deeper behaviours through simple persuasion (at first)
• Make a promise and give your users a reason to join you on your journey
• Do as much as you can outside your product... it requires less engineering but has huge impact!
