Hooked - Chapter 7 - Case Study: The Bible App


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 ability are in your pocket.

The app chunks out and sequences the text by separating it into bite-size pieces.

Triggers

Sends effective cues - like notifications.  At first, they were worried this would turn users off.  They tested a Merry Christmas in various languages one year, and instead users loved it - took screenshots, sent to people , etc.

Owned external trigger - getting a Bible App notification.
Red badge of Holy Bible icon on phone to cue.  If forget to start first day of reading plan, get a message saying to try something easier, or getting the verse through email.  If slip up and miss a few days, another email reminds me to get back on track.

Data oriented

Community emails nudge to open app.

Designed to make absorbing word frictionless as possible - have audio option. 
Found that putting interesting bits of bible up from early on in plan helped keep users longer term. 

Rewards

One woman stay up until midnight to know what verse she had receieved for her next day. - The unknown, in this case, which verse will be chosen for the reader and how it relates to their personal struggle.
Endowed progress effect - skipping a day would mean breaking chain of checkmarked days.
Share verse of the day - button to easily share. - Humble-brag - sharing feels so good that one study found "individuals were willing to forgot money to disclose about the self."
Preachers use app and they see spike in downloads on Sunday.
The more readers put into the app, the more it won't easily be discarded.



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