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Hooked - How to build harbit-forming products ((Product's question (Is…

- - - - Aim to completion rather than a reward
      - E.g.
        
        Finish a game stage/scene/ battle
        
        Make sure that no email is unread
    - - Motivate like a hunt
      - E.g.
        
        9gag, Pinterest continuous scrolling
        
        Level, user points gathering
    - - ~ social relationship
      - Users feel accepted, attractive, important and included
      - E.g.
        
        Facebook newsfeed, like, comment
        
        Stackoverflow upvote points
        
        LOL honor points
  - - - E.g.
        Mahalo's Q&A website pay money for answer-giving people, but it is only popular in a short time
        => People just take care about money at the beginning
    - - E.g1.
        FarmVille game was popular. When CityVille or any the same type of game released => became boring because of no changing
      - E.g2.
        However, World of Warcraft is still popular because of game variability in team-playing gameplay
- - - - Types
        
        Paid Trigger
        
        Activities to aquire new users
        
        Earned Trigger
        
        Activities to drive ongoing user aquisition
        
        Relationship Trigger
        
        People sharing contents
        
        Own Trigger
        
        Things users receive after signing up for a services
    - - Negative & Positive emotion
      - derived from user's pain-point
      - "5-WHY" is used to determined the root of pain-point
- - - - is the Energy for Action
      - Fogg's Core motivators
        
        human seek pleasure, avoid pain
        
        seek hope, avoid fear
        
        seek social acceptance, avoid rejection
    - - Is the usability/ or the simplicity
        
        Fogg's 6 elements of simplicity
        
        Physical Effort: low amount of labor involved in action
        
        Money: take a few or no fee
        
        Brain cycles: few mental effort and focus required
        
        Time: take short period of time
        
        Social deviance: how behavior accepted by the others
        
        Non-routine: how much the action match or disrupts existing routine
      - E.g.
        
        Logging in with Facebook
        
        Sharing on Facebook, Twitter button
        
        Google search main page
        
        Photo shooting without unlock Iphone
    - - Ability should be achieve first
    - - Scacity(khan hiem) effect
        
        2 products left are considered as more valuable than 10 products left
      - Framing effect
        
        Expeiment: musician expert play in a concert and in the subway
        People not think he/she is an expert when plays in the subway.
        
        Experiment: Same wine in bottles of different prices:
        The higher price bottle is considered as having batter wine
      - Anchoring effect
        
        Things with sale-off label get more attraction
      - Endowed progress effect
        
        Eg1: Punch card
        
        Customer prefer the 10-hole punch card with 2 already puched holes than 8-hole puch card but no puched hole
        
        Progress bar
        
        Game progress bar runs so fast at beginning but quite slow at the end