Hab Habit it Theor eory No screens Say your name Prof. Lydia Chilton COMS 4170 5 March 2018 1
Goal 1 Build websites that suit the needs and abilities of users To accomplish a goal, users must execute an operation and evaluate the result 2
Users interact with the system to accomplish a goal. High-level goals: Low-level goals: Intermediate goals: Buying a book Clicking, Typing Filling out forms 3
User Model: The Seven Stages of Action There are visible actions There is visible feedback the user can execute the user can evaluate 4
But how does the user know what goal to pick? And how do you get them to do it again tomorrow? 5
Habit Formation Theory With implications for design 6
Lose weight Study more Drink less Control anger 7
Good Intentions = Success 8
Why do some people succeed? Good habits. 9
Definition of “Habit” The choices that all of us deliberately make at some point, and then stop thinking about but continue doing, often every day. 10
Two theories: Conscious Control vs. Habits Many people model themselves as agents in control of our decisions. • “intention” • “personal responsibility” • “will power” • “executive control” However, our habits are unconscious and determine at least 40% of our behavior . 11
Two theories: Conscious Control vs. Habits Many people model themselves as agents in control of our decisions. • “intention” • “personal responsibility” • “will power” • “executive control” However, our habits are unconscious and determine at least 40% of our behavior . 12
Why do we have habits? • Habits evolved to save energy by cutting down on decisions. • Stored in the oldest reptilian part of our brain (basal ganglia) • Controls automatic behaviors (breathing, swallowing) • What happens when this part of the brain is damaged? • People are paralyzed by indecision about small things. • What part of their face should I look at? 13
The Habit Loop 14
Mechanism of Habits 15
Rat Experiments: Cue, Routine, Reward 16
Rat Brain Activity 17
During habitual behavior: the Action becomes routine, and the agent stops thinking about it. 18
Human Patient: “Eugene” Only has a basal ganglia • No new memory formation • Still able to learn • 19
How to Create a Habit 20
Monkey Experiments: Cue, Routine, Reward 21
Monkey Experiments: Neural Firing Early Iterations Rational response to incentives Late Iterations Habit – a choice we make without thinking and continue to do everyday 22
Craving: A strong feeling of desire for Cr something before you get it. CRAVING FOR JUICE 23
McDonalds: Craving for Taste McDonalds: Craving for Familiarity 24
Nail Biting: Craving for Stimulation 25
Email: Craving for distraction 26
What happens if you give him juice sometimes but not others? What draws us to act is not the sensation we receive from the reward itself, He performs the action a lot. but the need to alleviate the craving for that reward . 27
What else in life has Va Variable Rewards ? 28
Types of Variable Reward • Social Acceptance (Tribe) • Material Goods, money, information (Hunt) • Mastery, Competency, Completion, Consistency (Self) 29
Cravings are feelings. We “think” with feelings 30
How do you know when to sl sleep ? 31
How do you know when to ru run away ? 32
How do you know when to ea eat ? 33
How do you know when to pee pee ? 34
How do you know when to as ask a a ques estio tion ? 35
Feelings drive beha Fe behavi vior Hungry Eat Sleep Tired Run away Fear Pee Antsy Ask Confusion 36
Building Habit Forming Products 37
Internal and External Triggers (Cues) • External: Food smells, enticing visuals • Internal (similar to a craving) • Boredom • Loneliness • Frustration • Confusion • Validation 38
Goal of a Habit-Forming Product to solve the user’s pain by creating an association so that the user identifies the product as the source of relief . 39
Sources of Pain • Fogg states that all humans are motivated to • seek pleasure and avoid pain , • seek hope and avoid fear , • seek social acceptance and avoid rejection . 40
Examples of Triggers Facebook/Twitter Google News Email Boredom Loneliness Frustration Confusion Indecisiveness Validation of importance Fear of missing out 41
Examples of Triggers Facebook/Twitter Google News Email Boredom Loneliness Frustration Confusion Indecisiveness Validation of importance Fear of missing out 42
Examples of Triggers Facebook/Twitter Google News Email Boredom Loneliness Frustration Confusion Indecisiveness Validation of importance Fear of missing out 43
Examples of Triggers Facebook/Twitter Google News Email Boredom Loneliness Frustration Confusion Indecisiveness Validation of importance Fear of missing out 44
Examples of Triggers Facebook/Twitter Google News Email Boredom Loneliness Frustration Confusion Indecisiveness Validation of importance Fear of missing out 45
Examples of Triggers Facebook/Twitter Google News Email Boredom Loneliness Frustration Confusion Indecisiveness Validation of importance Fear of missing out 46
Examples of Triggers Facebook/Twitter Google News Email Boredom Loneliness Frustration Confusion Indecisiveness Validation of importance Fear of missing out 47
Examples of Triggers Facebook/Twitter Google News Email Boredom Loneliness Frustration Confusion Indecisiveness Validation of importance Fear of missing out 48
Examples of Triggers Facebook/Twitter Google News Email Boredom Loneliness Frustration Confusion Indecisiveness Validation of importance Fear of missing out 49
Are we slaves to our unconscious behavior? Hungry Tired Fear Antsy Confusion 50
Summary 51
Users interact with the system to accomplish a goal. High-level goals: Low-level goals: Intermediate goals: Buying a book Clicking, Typing Filling out forms 52
User Model: The Seven Stages of Action There are visible actions There is visible feedback the user can execute the user can evaluate 53
But how does the user know what goal to pick? And how do you get them to do it again tomorrow? 54
Habits: The choices that all of us deliberately make at some point, and then st stop thinking about but continue doing, often every day. 55
The Habit Loop 56
The Habit Loop is Driven By Cravings CRAVING FOR JUICE What draws us to act is not the sensation we receive from the reward itself, but the need to alleviate the craving for that reward . 57
Feelings drive beha Fe behavi vior Hungry Eat Sleep Tired Run away Fear Pee Antsy Ask Confusion 58
Building Habit Forming-Products to solve the user’s pain by creating an association so that the user identifies the product as the source of relief . Facebook/Twitter Google News, Email Instagram Boredom Loneliness Frustration Confusion Indecisiveness Validation of importance Fear of missing out 59
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