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Kindle Notes & Highlights
Remember, a habit is a behavior done with little or no conscious thought.
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; and (3) a trigger must be present to activate the behavior.
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.
any technology or product that significantly reduces the steps to complete a task will enjoy high adoption rates by the people it assists.
“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.”
the ease or difficulty of doing a particular action impacts the likelihood that a behavior will occur.
Fogg describes six “elements of simplicity”
Simply put, Google reduced the amount of time and the cognitive effort required to find what the user was looking for.
finding new ways to remove whatever might be in the user’s way
always to start with ability.
driving users to install the app on their phones leads to the highest rates of repeat engagement.
The appearance of scarcity affected their perception of value.
the endowed progress effect, a phenomenon that increases motivation as people believe they are nearing a goal.
The stress of desire in the brain appears to compel us,
When there is a mismatch between the customer’s problem and the company’s assumed solution, no amount of gamification will help spur engagement.
The magic words the researchers discovered? The phrase, “but you are free to accept or refuse.”
Companies fail to change user behaviors because they do not make their services enjoyable for its own sake, often asking users to learn new, unfamiliar actions instead of making old routines easier.
people who read a story about a character actually feel what the protagonist is feeling.
new. Experiences with finite variability become less engaging because they eventually become predictable.
psychological phenomenon known as the escalation of commitment has been shown to make our brains do all sorts of funny things. The power of commitment makes some people play video games until they keel over and die.
The more users invest time and effort into a product or service, the more they value it.
those who invested labor associated greater value
Businesses that leverage user effort confer higher value to their products simply because their users have put work into them.
The more effort we put into something, the more likely we are to value it. We are more likely to be consistent with our past behaviors. And finally, we change our preferences to avoid cognitive dissonance.
humans evolved the tendency to reciprocate kindness because it improved our species’ ability to survive. As it turns out, we invest in products and services for the same reasons
the more information users invested in the site, the more committed they became to it.
Once users have invested the effort to acquire a skill, they are less likely to switch to a competing product.
26 percent of mobile apps in 2010 were downloaded and used only once.
Manipulation is an experience crafted to change behavior
Chris Nodder, author of the book Evil by Design, writes “... it’s OK to deceive people if it’s in their best interests, or if they’ve given implicit consent to be deceived as part of a persuasive strategy.”
align your work with a purpose that provides you with meaning and helps cultivate meaning for others.
the importance of “ease of use,”
if at least five percent of your users don’t find your product valuable enough to use as much as you predicted they would, you may have a problem.
“Instead of asking ‘what problem should I solve?’ ask ‘what problem do I wish someone else would solve for me?’”
Maples believes technology waves follow a three-phase pattern, “They start with infrastructure. Advances in infrastructure are the preliminary forces that enable a large wave to gather. As the wave begins to gather, enabling technologies and platforms create the basis for new types of applications that cause a gathering wave to achieve massive penetration and customer adoption. Eventually, these waves crest and subside, making way for the next gathering wave to take shape.”[138]
Wherever new technologies suddenly make a behavior easier, new possibilities are born.
