Hooked: How to Design for Engagement
Tuesday, July 2, 2013 from 5:30 PM to 9:00 PM (CDT)
In an age of ever-increasing distractions, quickly creating customer habits is an important characteristic of successful products. How do companies create products people use every day? What are the secrets of building services customers love? How can designers create products compelling enough to "hook" users?
Nir Eyal, a two-time Silicon Valley entrepreneur and regular contributor to TechCrunch, Forbes, and Psychology Today, has constructed a framework for designing habit-forming products called "the hook model." The framework gives product designers a new way for thinking of the necessary components of creating user behavior. Nir will share the tactics companies like Facebook, Pinterest, and Twitter use to drive engagement.
Habit design is a super power. If used for good, habit design can enhance people’s lives with entertaining and even healthful routines. If used for evil, habits can quickly turn into wasteful addictions.
Companies need to know how to harness the power of hooks to improve peoples’ lives, while consumers need to understand the mechanics of behavior engineering to protect themselves from manipulation.
This workshop will provide attendees with a powerful toolkit and framework for creating better products and likely change the way they see the world.
Participants will learn:
- The common design patterns of habit-forming products.
- The stages of habit formation and how to optimize for user retention.
- An in-depth look at the psychology behind what drives user behavior and how to build products to cater to core human needs.
- Practical steps for leading a habit design process to ensure your product is used regularly.
Who should attend:
This seminar is for anyone seeking to understand habit-forming product design. No previous background is required. The workshop is tailored to entrepreneurs, product managers, or designers working in companies large or small. Attendees are encouraged to come to the workshop with a product or business idea in mind.
About the facilitator:
Nir Eyal writes, consults, and teaches about the intersection of psychology, technology, and business. Nir founded and sold two companies since 2003 and has taught the "Using Neuroscience to Influence Human Behavior" course as a Lecturer at the Stanford Graduate School of Business. Nir is also an advisor to several Bay Area start-ups and incubators. Nir’s last company received venture funding from Kleiner Perkins Caufield & Byers and was acquired in 2011. In addition to blogging at NirAndFar.com, Nir is a contributing writer for Forbes, TechCrunch, Business Insider, and Psychology Today.