Building a Desire Engine | Reward System | Self-Improvement

What kind of advice should you listen to?

@nireyal

NirAndFar.com

1. Advice that helps you build something people want

@nireyal

NirAndFar.com

2. That fits your business model

@nireyal

NirAndFar.com

3. That fulfills your purpose in life.

@nireyal

NirAndFar.com

I’ll try to help you with all three, if...

@nireyal

NirAndFar.com

If...
- Your business depends on frequent user engagement. - You are not evil. Then, you should stay.
@nireyal NirAndFar.com

Spoiler: The answer is habits.

@nireyal

NirAndFar.com

Habits > Viral
Leaky Bucket
K >1
Viral Coefficient (K)
Spammy apps Facebook, Paypal, Pinterest

Rocket Ship

Garbage
K<1

Commitment Business
Evernote, Pandora, Amazon

Low
@nireyal

High
NirAndFar.com

Habit Potential

Me

@nireyal

NirAndFar.com

A bias to build first

@nireyal

NirAndFar.com

How learn?

@nireyal

NirAndFar.com

Patterns

@nireyal

NirAndFar.com NirAndFar.com

“OMG? businesses”

@nireyal

NirAndFar.com

Vitamins or painkillers?

@nireyal

NirAndFar.com

Selling painkillers

- Obvious need - stop pain - Quantifiable market - Monetizable

@nireyal

NirAndFar.com

Selling vitamins

- Emotional need, not efficacy - “Makes me feel good knowing...” - Unknown market

@nireyal

NirAndFar.com

Vitamins or painkillers?

@nireyal

NirAndFar.com

Habit when not doing causes pain.
@nireyal NirAndFar.com

Habit-forming technology
Pleasure seeking Pain alleviation

Vitamin

Painkiller

@nireyal

NirAndFar.com

Creating pain? (more of an itch)

@nireyal

NirAndFar.com

@nireyal

NirAndFar.com

Best odds of success

= founder / market fit
@nireyal NirAndFar.com

Access + Speed + Data Everything is becoming more addictive

Desire Engines create habits

@nireyal

NirAndFar.com

The Desire Engine
Trigger
External Internal

Action

Investment

Var. Reward

@nireyal

NirAndFar.com

Remember: A TARI
A - A Desire Engine has 4 parts: T - Trigger A - Action R - Reward I - Investment
@nireyal NirAndFar.com

Trigger

@nireyal

NirAndFar.com

Trigger Examples
External Alarms Advertising Calls-to-action Emails Stores What to do next is in the trigger
@nireyal

Internal Emotions Routines Situations Places People What to do next is in the user’s head
NirAndFar.com

Habits aren’t created, they are built upon

@nireyal

NirAndFar.com

External trigger
• •
Formulate consistent calls-to-action. Each embedded answer to “what is this for?” supporting the internal trigger.

@nireyal

NirAndFar.com

Internal trigger
• • •
What is the existing behavior you’re attaching to? When would user engage? Know the narrative. “Every time you (verb), use ...”
NirAndFar.com

@nireyal

Negative emotions are powerful internal triggers
Dissatisfied Indecisive Lost Tense Fatigued Inferior
@nireyal

Fear of loss Bored Lonesome Confused Powerless Discouraged
NirAndFar.com

Habit-forming products provide a solution to an internally triggered problem.

@nireyal

NirAndFar.com

Depressed people check email more. (cause or effect?)

@nireyal

NirAndFar.com

The “Instagram moment”

@nireyal

NirAndFar.com

Instagram triggers
External - FB and Twitter - App notifications Internal - Fear of lossing the moment . . . - Bored, lonesome, curious...
NirAndFar.com

@nireyal

Action

@nireyal

NirAndFar.com

when doing < thinking = action
@nireyal NirAndFar.com

Fogg Behavior Model B = m.a.t.
motivation triggers

@nireyal

ability

NirAndFar.com

Motivators for Behavior
Sensation Anticipation Social Cohesion Seek: Pleasure Hope Acceptance Avoid: Pain Fear Rejection

@nireyal

motivation

NirAndFar.com

Factors of ability
Time Money Physical effort Brain cycles Social deviance Non-routine

@nireyal

ability

NirAndFar.com

Focus on ability and triggers before motivation

@nireyal

NirAndFar.com

Focus on ability and triggers before motivation

@nireyal

NirAndFar.com

How likely is the intended action?

B = m.a.t.
@nireyal NirAndFar.com

Sufficient motivation, high ability, clear triggers

@nireyal

NirAndFar.com

How likely is the intended action (Tawkon)?

@nireyal

NirAndFar.com

Behaviors to actions with cross-functional teams
motivation = marketing triggers = interface design

ability = product
@nireyal NirAndFar.com

Variable Reward

@nireyal

NirAndFar.com

Curious by nature

@nireyal

NirAndFar.com

We crave predictability
• Variable rewards
drive us nuts

• Compulsion to make
sense of cause and effect drives the search

• Dopamine system
@nireyal NirAndFar.com

The search for rewards
the Tribe the Hunt
@nireyal

the Self
NirAndFar.com

Search for Social Rewards
the Tribe
- Acceptance - Sex - Power

@nireyal

NirAndFar.com

Search for Resources
the Hunt
- Food - Money - Information

@nireyal

NirAndFar.com

Search for Sensation
the Self
- Mastery - Consistency - Competency - Purpose

@nireyal

NirAndFar.com

Tribe, Hunt, or Self?

@nireyal

NirAndFar.com

Tribe, Hunt, or Self?

@nireyal

NirAndFar.com

Tribe, Hunt, or Self?

@nireyal

NirAndFar.com

Dare you not to scroll
@nireyal NirAndFar.com

Rewards Levers

• Type (Tribe, Hunt, Self) • Frequency • Amplitude
Keep ‘em guessing
@nireyal NirAndFar.com

Rewards Decay
• As rewards become predictable, they
become less novel
Finite Variability
- Single-player games - Consumption of media

Infinite Variability
- Multi-player games - Creation - Communities

@nireyal

NirAndFar.com

Investment

@nireyal

NirAndFar.com

Investment
• Where user does a bit
of “work.”

• “Pays” with something

of value: time, money, social capital, effort, emotional commitment, personal data ...
NirAndFar.com

@nireyal

Doing work, increases commitment
- People who pick lottery numbers more likely to play. - Assign greater odds.
Langer, 1975

@nireyal

NirAndFar.com

Little investments, big results
Group 1: 83% refused Group 2: 76% accepted

Freedman & Fraser, 1966

@nireyal

NirAndFar.com

Investment is about future rewards that makes the next action more likely.
@nireyal NirAndFar.com

Investing in Any.do
• Investment into the
product with time, data, and social capital

• Loads the next

external trigger and teaches the internal trigger - when? and what for?
NirAndFar.com

@nireyal

Desire Engine Canvas
Trigger Action

Investment

Var. Reward

@nireyal

NirAndFar.com

When Desire Engines works: High habit potential:
- Frequent behaviors - Fast cycles

@nireyal

NirAndFar.com

Cycles over time
Increase motivation and difficulty of action

@nireyal

NirAndFar.com

The Desire Engine helps you create and prioritize hypotheses to test.
@nireyal NirAndFar.com

1. Start with the intended ACTION

• What behavior does your

business model depend on? want user to want to scroll.”

• Make simple and defined. “We
@nireyal NirAndFar.com

2. Think of what the INTERNAL TRIGGER will be.

• What’s the existing behavior
you’re attaching to?

• When would user engage? • Know the narrative. “Every
time you (verb), use ...”
@nireyal NirAndFar.com

3. Find the EXTERNAL TRIGGER(s)

• Formulate calls-to-action. • Each embedded with a

consistent answer to “what is this for?”
NirAndFar.com

@nireyal

4. Add VARIABLE REWARDS
• Must be authentic and meaningful
to the user.

• Formulate multiple hypotheses

using various types of “searches for rewards” (tribe, hunt, self)
NirAndFar.com

• Change frequency and amplitude
@nireyal

5. Ask for INVESTMENT

• Does it increase the likelihood
of the next cycle through Desire Engine? • Time, money, social capital, data, emotional commitment, physical effort.
@nireyal

NirAndFar.com

Examples

@nireyal

NirAndFar.com

Email
T
Icon on phone Procrastinate, anxiety, thoughts of others.... Open unread messages

A

I
Write back Tribe, hunt and self

R

@nireyal

NirAndFar.com

Twitter (Consumer)
T
Facebook, friend, email ...

A
Scroll

I
Follow Information (Hunt)

R

@nireyal

NirAndFar.com

Twitter (Creator)
T
App icon, mention, message Boredom, curiosity, Lonesome

A
Re-Tweet or Tweet

I
Connect with others: @ reply, DM ...
@nireyal

R
Social feedback (Tribe)

NirAndFar.com

Be a facilitator.
BUILD the change you want to see in the world.
@nireyal NirAndFar.com

Please raise your phone in the air.
@nireyal NirAndFar.com

Leave Feedback, Get Slides

OpinionTo.us
@nireyal NirAndFar.com

Sign up to vote on this title
UsefulNot useful

Master Your Semester with Scribd & The New York Times

Special offer for students: Only $4.99/month.

Master Your Semester with a Special Offer from Scribd & The New York Times

Cancel anytime.