上瘾

• 佛兰克er

  2014-05-11
  To increase the desired behaviour, ensure a clear trigger is present, then increase ability by making the action easier to do, and finally align with the right motivation.
• 佛兰克er

  2014-05-11
  As described in the previous chapter on triggers, understanding why the user needs your product or service is critical. While internal triggers are the frequent itch experienced by users throughout their days, the right motivators create action by offering the promise of desirable outcomes (i.e., a satisfying scratch).
• 佛兰克er

  2014-05-11
  While a trigger cues an action, motivation defines the level of desire to take that action.... defines motivation as, "the energy for action"
• 佛兰克er

  2014-05-11
  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.The Fogg Behavior Model is represented in a formula, B=MAT, which represents that a given behavior will occur when motivation, ability, and a trigger are present at the same time and in sufficient degrees.
• 佛兰克er

  2014-05-11
  ... the company must identify the particular frustration or pain-point in emotional terms, rather than product features.
• 佛兰克er

  2014-05-11
  New habits are sparked by external triggers, but associations with internal triggers are what keeps users hooked
• 佛兰克er

  2014-05-11
  ...participants with depressive symptoms tended to engage in very high email usage.
• 佛兰克er

  2014-05-11
  External triggers are embedded with information, which tells the user what to do next.
• 佛兰克er

  2014-05-11
  Designing habit-forming products is a form of manipulation. Product builders would benefit from a bit of introspection before attempting to hook users to make sure they are building healthy habits, not unhealthy addictions
• 佛兰克er

  2014-05-11
  My answer to the vitamin or painkiller question is that habit-forming technologies are both. These services seem, at first, to be offering nice-to-have vitamins, but once the habit is established, they provide an ongoing pain remedy.
• 佛兰克er

  2014-05-11
  In reality, the experience we are talking about is more similar to an "itch", a feeling that manifests within the mind and causes discomfort until it is satisfied.
• 佛兰克er

  2014-05-11
  Habits are one of the ways the brain learns complex behaviors. Neuroscientists believe habits give us the ability to focus our attention on other things by storing automatic responses in the basal ganglia, an area of the brain associated with involuntary actions.
• 接受了这个设定

  2018-06-29
  提高竞争力用户对产品的依赖是一种竞争优势。一旦某个产品能够让用户改变自己的生活习惯，那其他产品就几乎不具任何威胁。很多企业经营者都错误地认为，新产品只要比原有产品略胜一筹，就足以让用户一见倾心。但是，一旦涉及撼动用户的老习惯这个问题，天真的企业家们就会发现，好产品并不一定总能占据上风，尤其是当众多用户已经选择了其他具有竞争力的产品时。约翰·古维尔是哈佛大学商学院市场营销学教授，他在一篇经典的论文中明确指出:“许多创新都以失败告终，因为用户总是过分地倚重原有产品，而商家却总是高估新产品。”
• 接受了这个设定

  2018-06-29
  在第五章中我们还将看到，用户也会因为“存储价值”而对品产生更强的依赖性，从而进一步降低“另觅新欢”的可能性。比如说，使用 Gmail发送和接收邮件，邮件可以永久保留用户既往的所有邮件内容都能被长期存储。 Twitter用户的影响力会随着粉丝数量的上升而增强，使他们们在圈子里传播信息时发挥更大的能量。用户在 Instagram上所记录下的生活片段还可以添加在他们的数字剪贴板上。人们的生活与这些产品和服务息息相关，更换邮件服务、社交网络或是图片分享应用软件会给他们造成太多麻烦。这些服务所蕴含的内在价值是不可转换的，所以用户不会轻易放弃它们。
• 西方失败

  2018-04-18
  当今这个时代，产品销售比拼的是如何占领消费者心智。产品本身就是最好的营销。撩动了用户情感的产品，就占据了用户的心智。产品不只是满足功能，还要反映人性。产品成为科技与人文交融的产物，所以好的产品一定建基于深刻的艺术品位与心理学原理。当产品进入了用户的习惯区间，产品就获得了持续的生命力。上瘾模型：触发-行动-多变的酬赏-投入培养用户习惯的公司并不依赖于费用高昂的营销策划，而是将产品设计与用户的行为习惯和情感状态紧密相连。触发：分内部与外部人类行为的两个基本动因：一是该行为简便易行，二是行为主体有这个主观意愿。可以预见结果的反馈回路无助于催生人们的内心愿望。科学研究表明，人们在期待奖励时，大脑中多巴胺的分泌量会急剧上升。奖励的变数越大，大脑分泌的这一神经介质就越丰富，人会因此进入一种专注的状态，大脑中负责理性与判断力的部分被抑制，而负责需要与欲望的部分被激活。如能合理利用技术，培养能改善彼此关系，使我们更具智慧，提高生产力的健康行为习惯，我们的生活质量会越来越好。急网络连接，海量数据，超快网速于一身的技术正在使这个世界上瘾成性。习惯的力量许多创新都以失败告终，因为用户总是过分地倚重原有产品，而商家却总是高估新产品。即便某个新产品优势显著，但如果与用户所形成的习惯冲突太过激烈，那就注定无法成功。要想打造习惯养成类商品，企业务必考虑两个因素。第一，频率：即某种行为多久发生一次；第二，可感知用途，即在用户心中，该产品与其他产品相比多出了哪些用途和好处。凡是成功的创新都有一个共性：能够解决问题。如果你因为无法实施某种行为而感到痛苦（痒），那说明习惯已形成。习惯养成类产品会在用户大脑中建立一种连接，使他们一感觉痛痒就会想要使用这个产品。外部触发有四种类型：1付费型触发2回馈型触发3人际型触发（核心推动力）4自主型触发情绪，尤其是负面情绪，是一种威力强...