The Scyfris Style

Chapter 7 - The Bible App The most highly regarded entrepreneurs are driven by meaning, a vision for greater good that drives them forward. Remeber & Share Section The Bible App was far less engaging as a desktop web site; the mobile interface increased accessibility and usage by providing frequent triggers. The Bible App increases users' ability to take action by front-loading interesting content and providing an alternative audio version. By separating the verses into small chunks, users find the Bible easier to read on a daily basis; not knowing what the next verse will be adds a variable reward.  Every annotation, bookmark, and highlight stores data (and value) in the app, further committing users. Summary The Bible App - Owned by YouVersion - Over 100 million downloads. Designed to be used by everyone, every day instead of seminary students. Started as desktop - moved to mobile. * This increases Action in Fogg behavior model B = MAT - Because the trigger and motivation and...

Investment The investment stage is the 4th stage of the Hooked model - unlike action phase, which delivers immediate gratification, the investment phase concerns the anticipation of rewards in the future. Remember and Share The investment phase is the 4th step in the Hooked Model. Unlike Action phase, which delivers immediate gratification, investment phase concerns the anticipation of rewards in the future. Investments in a product create preferences because of our tendency to overvalue our work, be consistent with past behaviors, and avoid cognitive dissonance. Investment comes after the variable reward phase, when users are primed to reciprocate. Investments increase the likelihood of users returning by improving the service the more it is used.  They enable the accrual of stored value in the form of content, data, followers, reputation, or skill. Investments increase the likelihood of users passing through the Hook again by loading the next trigger to start the cycle all over a...

 Variable Reward The nucleus accumbens is considered as the neural interface between motivation and action, playing a key role on feeding, sexual, reward, stress-related, drug self-administration behaviors, etc. Nucleus accumbens not activating when the reward (in this case a monetary payout) was received, but rather in anticipation of it. The study revealed that 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. Habits are brain's ability to quickly retrieve the appropriate behavioral response to a routine or process we have already learned. However - when something breaks the cause-and-effect pattern we've come to expect, when we encounter something outside the norm, we suddenly become aware of it again. Novelty sparks our interest, makes us pay attention, and we seem to love it. Remember And Share Section (Summary of Points) * Variable reward is the 3rd phase of the Hooked Model and there are 3...

 Action Trigger without action won't do anything. Trigger == itch Action == scratch. Fogg Behavior Model Invented by B. J. Fogg Formula: B = MAT B - Behavior M - Motivation A - Action T - Trigger User must have (1) sufficient motivation , (2) ability to complete the desired action,  (3) and trigger must be present to activate the behavior. If any component of this formula is missing or inadequate, user will not cross "Action Line" and behavior will not occur. Motivation "Energy for action" 3 Core Motivators: 1) Seek pleasure and avoid pain 2) Seek hope and avoid fear 3) Seek social acceptance and avoid rejection. Examples: * Ads with using sex as motivation, ads using friendship as motivation (budlite), the Obama poster with "Hope" written on it, etc. Fear is also strong motivator (example, the poster with a disabled man trying to eat saying that helmets are "stupid"). Ability Any technology or product that significantly reduces the steps to ...

 Chapter 2 -  Triggers Habits are not created, they are built upon .  Nir uses the oyster analogy - a hair or particle gets in the oyster, and it starts spinning a giant pearl around it. 2 Types of Triggers: External and Internal External Triggers The first step. Embedded with information, tells the user what to do next.  Cue users with a call to action. Can come in many forms - a man holding out a coke to you in a Coke ad, a "Log in to Mint" prompt in email from Mint.com.   Reduce thinking - too many choices or irrelevant options cause hesitation, confusion, or abandonment. Can still contain implicit info (a link means click, an app icon means app store - user knows this) 1) Paid Triggers These are advertising, search engine marketing, paid channels. Can pay once to acquire users, then use other means to get them back. Example: Marketing ads . 2) Earned Triggers Press mentions, viral videos, featured app store placement, influencer, etc. Free, but requi...

  Game Theory * This Psychological Trick Makes Rewards Backfire -  https://www.youtube.com/watch?v=1ypOUn6rThM ** A bunch of citation links and articles in the video description. * Intrinsic vs Extrinsic reward in Don't Starve -  http://web.archive.org/web/20130117075748/http://penny-arcade.com/report/editorial-article/intrinsic-vs.-extrinsic-rewards-in-kleis-latest-game-dont-starve * Stanford Seminar - How to design addictive games -  https://www.youtube.com/watch?v=iVgMILETn8Q * The Magic of Making People Mad: Why you Can't Stop Playing Flappy Bird - https://www.gameskinny.com/ftlfy/the-magic-of-making-people-mad-why-you-cant-stop-playing-flappy-bird#:~:text=In%20the%20human%20brain%2C%20dopamine,surge%20of%20dopamine%20because%20"Hey! * How to keep player's engaged by Game Maker's Toolkit  Business * How great leaders inspire action.

 With Chapter 1, Nir delves deeper into the psychology of habits in what he refers to as "The Habit Zone" and how habits can be beneficial for companies.  He also discusses the "Habit Zone", an important measurement guide to creating habits. Example of Habit He gives an example of running - he always runs in the morning, and he had to run in the evening one day.  He habitually said "Good Morning", and afterwards even shaved his face - all signs that his morning routine of running was a habit and just running on autopilot. By some estimates - habits guide nearly half of our daily actions. Habits allow us to focus on other things by storing automatic responses in the basal ganglia , an area of the brain associated with involuntary actions. For business - habit-forming products change user behavior and create unprompted user engagement (i.e. customers will us your product on their own!) "You can determine the strength of a business over time by the amou...

I recently picked up Nir Eyal's book Hooked - How to Build Habit-Forming Products .  I've been really interested in learning more about what makes games "sticky" for the player (i.e. makes the player want to come back and keep playing), and this book had super high reviews on Amazon.   This book is about building "habit forming products", but from the beginning it's very clear the author is mainly targeting those in the technology industry, although the concepts could apply to other industries.  The author does note however that certain industries are not based around habit-forming consumer cycles and this won't be applicable there (such as life insurance companies and credit card companies are more interested in CLV (consumer lifetime value) and use traditional advertising methods to get the clients into the product, but have to do very little to keep them since they automatically just stick with what they signed up with for a very long time). But f...