PRPL @ SXSW: The Symbiosis of Brains, Marketing, and Design
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Transcript of PRPL @ SXSW: The Symbiosis of Brains, Marketing, and Design
The Symbiosis of Brains, Marketing, and DesignPRESENTED BY
Tommy Hung
@tommyx88UX Strategist
Caitlin Pequignot
@aveleonmusicDigital Strategist
x
The Symbiosis of Brains, Marketing, and Design
1 Who Are We
2 Our Background
3 Quest App
4 The Ecosystem
5 WorkshopAgenda
IntroductionsWHO ARE WE
Who Are We Introductions1 —
Caitlin Pequignot
@aveleonmusicDigital Strategist
Tommy Hung
@tommyx88UX Strategist
Who Are We Purple, Rock Scissors1 —
Who Are We Purple, Rock Scissors1 —
Purple Rock ScissorsWHO WE ARE
Who Are We Purple, Rock Scissors1 —
PRPLWHO WE ARE
Who Are We Purple, Rock Scissors1 —
PRPLAt we uncover insightsbuild softwaresolve problems
drive ROIoptimize performance
create content
deliver value
Who Are We Purple, Rock, Scissors1 —
Developing innovative digital solutions.
PRPL is an Orlando-based digital agency serving global brands at the intersection of technology and humanity.
Our agile process is driven by goals and backed by data. We put strategy first to uncover insights, solve problems, and drive results.
Who Are We Purple, Rock, Scissors1 —
Clients and Friends
Who Are We Purple, Rock Scissors1 —
Fifty Rockstars and GrowingEST. 2002
The Symbiosis of Brains, Marketing, and Design
1 Who Are We
2 Our Background
3 Quest App
4 The Ecosystem
5 WorkshopAgenda
Our BackgroundPRIOR STUDIES
Background Synapses2 —
In Search of Synaptic Plasticity
Synapses are connections between neurons.
Synaptic Plasticity is the means by which our brains change.
Synapses can be modulated.
Background Synaptic Plasticity in Action2 —
Synaptic Plasticity in Action
Background Why Neurometabolism?2 —
Why Neurometabolism?
Long-term potentiation — how our brains change over time.
Strengthening of synapses = greater plasticity & memory formation.
Fueled by long-term metabolic changes.
Background Merging the Two2 —
Neuroscience
MarketingStrategy
Background Merging the Two2 —
Neuro-science
MarketingStrategyNeuroscience
Background Marketing Strategy & Behavior2 —
Marketing Strategy & Behavior
What motivates both users & companies?
Where do they meet?
How can we test what works?
How do we measure it?
Background Microtubules, Memories, and Automation2 —
Microtubules, Memories, and Automation
Microtubules: Components of cells that facilitate cell interaction.
Respond instantly to network changes.
Play an integral role in maintaining environmental structure & fluidity.
Essential to short-term memory.
Background Memory Encoding in Blobs2 —
Memory Encoding in Blobs
Background Microtubules, Memories, and Automation2 —
Helping HIV+ Kids Forget
Mood disorders & traumatic experiences.
Therapy: weakening of associative long-term memory.
Background Merging the Two2 —
Neuropsychology UX Design
Background Merging the Two2 —
UX DesignNeuropsychology
The Symbiosis of Brains, Marketing, and Design
1 Who We Are
2 Our Background
3 Quest App
4 The Ecosystem
5 WorkshopAgenda
Quest AppSAMPLE APPLICATION
Our App Quest App3 —
Quest: For All Your Questions & Answers
Quest is a desktop app designed to create questioners and answerers out of everyone.
Quest will match you with an expert in that topic and reward experts for their knowledge contributions.
Our App Quest App3 —
Quest: Value PropositionLife is hard, and we all have both questions and answers. Quest is designed to grow knowledge and help people live better lives.
Our App Value Proposition3 —
How It Works: Questions• Create a profile on the Quest site or ask a question as a guest.
• Submit questions using the question builder interface.
• Receive email notifications when an expert has answered.your question.
• Rate answers using our easy rubric.
• Continue the conversation with your favorite experts.
How It Works: QuestionsOur App3 —
How It Works: Answers• Create a profile on the Quest site.
• Choose your favorite topics.
• Browse questions to answer.
• Answer questions.
• Receive email notifications when a questioner assigns you points.
• Answer more questions, or ask one yourself!
Our App How It Works: Questions3 —
The Symbiosis of Brains, Marketing, and Design
1 Who We Are
2 Our Background
3 Quest App
4 The Ecosystem
5 WorkshopAgenda
The EcosystemWHAT WE’RE DOING
IntroductionThe Ecosystem4 —
The EcosystemThe Ecosystem is a behavior model we’ve created to help simplify complex neurological and behavioral concepts into something actionable for this audience.
The Ecosystem
Behavior Model
Motivation HabitSatisfactionDecisionsTriggers
The Ecosystem4 —
The Ecosystem
Motivation DecisionsTriggers
The reason why we take action.
Behavior ModelThe Ecosystem4 —
The Ecosystem
Motivation SatisfactionDecisionsTriggers
Anything that catalyzes a decision.
Behavior ModelThe Ecosystem4 —
The Ecosystem
Motivation HabitSatisfactionDecisionsTriggers
Selection of course of action.
Behavior ModelThe Ecosystem4 —
The Ecosystem
HabitSatisfactionDecisionsTriggers
Satiation of needs from an experience.
Behavior ModelThe Ecosystem4 —
The Ecosystem
HabitSatisfactionDecisions
A fixed way of thinking, willing, or feeling.
Behavior ModelThe Ecosystem4 —
The Ecosystem
Motivation HabitSatisfactionDecisionsTriggers
Behavior ModelThe Ecosystem4 —
MotivationTHE ECOSYSTEM
Who Are We Purple, Rock, Scissors1 —
Pokemon GoiPhone 6
375 x 667px• An app phenomenon
• Great example of how a habit forming experience pulling from various motivators.
• We’ll use examples throughout
A Virtual Scavenger Hunt
Who Are We Introductions1 —
Motivation Defined
The reason why we take action.
Holy grail of marketers everywhere.
A core part of user research.
How does motivation interact with the other neuroscience pillars?
MOTIVATION TRIGGERS DECISIONS SATISFACTION HABITThe Ecosystem4 —
Core Motivators
Dr. B.J. Fogg postulates 3 Core Motivators:
Seek Pleasure, Avoid Pain.
Seek Hope, Avoid Fear.
Seek Social Acceptance, Avoid Rejection.
MOTIVATION TRIGGERS DECISIONS SATISFACTION HABITThe Ecosystem4 —
Motivational Matrix
Developed by author David Forbes, the MindSight Matrix is one way we can apply motivational concepts to marketing and product design.
Asks two questions that we consider when seeking change:
What change do we want? Where do we want it to occur?
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
The Ecosystem MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
INTRAPSYCHIC The self
INSTRUMENTALThe object world
INTERPERSONALThe social world
EXPECTATIONSFor the future
Safe, ConfidentSECURITY
Insecure, Afraid
Free, Powerful EMPOWERMENT
Trapped, Frustrated
Accepted, BelongingBELONGING
Isolated, Lonely
EXPERIENCESIn the moment
Unique, Interesting IDENTITY
Ordinary, Boring
Involved, Absorbed ENGAGEMENT
Passive, Indifferent
Sharing, CaringNURTURANCESelfish, Unloved
OUTCOMESFrom past behavior
Talented, Exceptional MASTERY
Incompetent
Victorious, ProductiveACHIEVEMENT
Defeated, Pointless
Proud, Respected ESTEEM
Ashamed, Disgraced
adapted from Forbes “The Science of Why”The MindSight Matrix
4 —
MedalsiPhone 6
375 x 667pxiPhone 6
375 x 667pxiPhone 6
375 x 667px
The Ecosystem MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT4 —
Intrapsychic Motivation• Important for realization of self needs and wants.
• Future: We want to feel secure about our expectations for the future.
• Present: We want to experience unique and interesting things in the moment.
• Past: We want to feel a sense of accomplishment when we have mastered something for ourselves.
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
iPhone 6375 x 667px
Filling Up Pokedex iPhone 6
375 x 667pxiPhone 6
375 x 667px
The Ecosystem MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT4 —
Instrumental Motivation• Important for feeling comfortable within physical space
• Future: We don’t want to feel trapped in our life situations.
• Present: We want to be empowered in our planning and engaged with our experiences.
• Past: We also want to feel productive & efficient in our work & situation.
adapted from Forbes “The Science of Why”
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
iPhone 6375 x 667px
Lures and Teams iPhone 6
375 x 667pxiPhone 6
375 x 667px
The Ecosystem MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT4 —
Interpersonal Motivation• Important for feeling valued with the people in your circle.
• Future: We want to feel accepted by other people when we think about engaging with them.
• Present: We want to feel cared for by them when we engage with them.
• Past: We also want to feel as though we’ve secured a place in our many social circles.
adapted from Forbes “The Science of Why”
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
Appealing to All AnglesThese approaches are constructs that help us categorize the billions of complex, intrinsic reasons why we do things.
Use a different motivational approach to sell the same or similar product.
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
Target Multiple Motivating FactorsDual use of intrapsychic and interpersonal motivation creates broad appeal to a variety of our motivations within a target audience segment.
Best practice to position your brand, product, or service as satisfying not just one but a variety of different motivations.
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
The Reward System
1
2
• Aversion, reward, and addiction centers of the brain.
• Related to impulsivity, the placebo effect, and rhythmic typing .
Nucleus Accumbens
• Aversion, reward, and addiction centers of the brain.
VTA
1
2
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
In the Brain: VTA is DOPEThe Ventral Tegmental Area (VTA) is a vital part of the brain’s reward system.
Center of dopaminergic pathways and studied for behavior enforcement and addiction.
The Ventral Pallidum is specifically associated with ‘wanting’ (motivation) and ‘liking’ (satisfaction).
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
Like Expected reward
Learning Action selection
Actual reward
Dopamine
neurons
Dopamine
neurons
Attribution of
incentive salence
Incentive Assignment(a) (b) Salience and Reward
Want
Motivational Salience
The extent an object, event, or thought drives goal directed behavior.
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
Incentive Salience
Assigns ‘want’ attribute to stimuli
Creates want by rewarding stimuli with increasing dopamine.
In behavioralism, positive conditioning.
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
Like Expected reward
Learning Action selection
Actual reward
Dopamine
neurons
Dopamine
neurons
Attribution of
incentive salence
Incentive Assignment(a) (b) Salience and Reward
Want
Like Expected reward
Learning Action selection
Actual reward
Dopamine
neurons
Dopamine
neurons
Attribution of
incentive salence
Incentive Assignment(a) (b) Salience and Reward
Want
Aversive Salience
Reduces ‘want’ attribute to stimuli.
Decreases dopamine levels.
In behavioralism, positive punishment.
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
Key Takeaways for Motivation• Intrapsychic, instrumental, and interpersonal motivational
“buckets” can be used to help classify different types of motivation.
• Ensuring that your service or product offering appeals to all three will broaden your reach and increase your relevancy.
• Consider the motivational salience of your product / service. To what extent does your product / service drive goal-directed behavior?
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
Persona 1: College Student• Design student, interested in UX
• Enjoys visiting Art museums
• Likes to learn coding, especially CSS
• Asks questions about user research, product design
• Answers questions about typography, logo design
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
Persona 2: Junior Level Professional• Marketing Strategist
• Enjoys music production
• Likes to code in her free time
• Asks questions about audio mastering tips, Adwords search
• Answers questions about Google Analytics, about violins
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
Persona 3: Aerospace Engineer• Competitive Gamer
• Mid-30’s
• Asks questions about CS:GO strategy, aerospace industry trends
• Answers questions about rocket engineering, pro gaming strategies
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
Stop HereWORKBOOK BREAK
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
TriggersTHE ECOSYSTEM
The Ecosystem
Motivation HabitSatisfactionDecisionsTriggers
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
The Ecosystem
Motivation SatisfactionDecisionsTriggers
Anything that catalyzes a decision.
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
Triggered by…Vaporeon?
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
Trigger-nometry • A trigger is anything that catalyzes a decision.
• External & internal.
• The strongest triggers are both.
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
Trigger-nometry
External InternalWhat to do next is outside What to do next is in the user’s head
AlarmsEmailsSalesWarningsReward ProgramsDue DatesCalendarStores
EmotionsRoutinesSituationsGoalsLoss AversionReward Expectation
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
External TriggersPaid Triggers: Effective but costly. Less effective at getting users to come back. Leverage for acquisition then use other triggers.
Earned Triggers: Referrals from family and friends are key part of spreading products. Build an engaged user base through good UX.
Owned Triggers: Owning a piece of real estate in the user’s environment. As long as a user gives permission. (Strongest trigger.)
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
NotificationsiPhone 6
375 x 667px
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
Go PLUS
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
Internal TriggersInternal triggers manifest automatically from motivators and related emotions.
Negative emotions are particularly strong. Many motivations stem from loss aversion. (Avoid pain, fear, social rejection).
Positive emotions can stem from satiation of motivators.
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
Internal Triggers (cont.d)
Users associate an internal trigger with your product (solve for their need).
The information about what to do after the trigger is encoded as a learned association.
Internal triggers keep users coming back to the experience.
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
Internal Triggers (cont.d)
Users associate an internal trigger with your product (solve for their need).
The information about what to do after the trigger is encoded as a learned association.
Internal triggers keep users coming back to the experience.
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
iPhone 6375 x 667px
Filling Up Pokedex iPhone 6
375 x 667pxiPhone 6
375 x 667px
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
Combined TriggersRelationship Triggers: Can become internal triggers. Interpersonal motivators can drive users to re-engage.
Owned Triggers: Can become internal triggers. Intrapsychic and interpersonal motivators.
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
Combined TriggersRelationship Triggers: Can become internal triggers. Interpersonal motivators can drive users to re-engage.
Owned Triggers: Can become internal triggers. Intrapsychic and interpersonal motivators.
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
Fogg Behavioral Model
Hard to do Easy to do
HighMotivation
LowMotivation
Ability (A)
Motivation (M) Triggers (T)Succeed Here
Triggers (T)Fail Here
Activation Threshold
B=MAT
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
Fogg Behavioral Model
B=MATM=Motivation. Why a user takes action.
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
HighMotivation
LowMotivation
Motivation (M)
Fogg Behavioral Model
B=MATA=Ability to perform the Action
Hard to do Easy to do
Ability (A)
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
Fogg Behavioral Model
T=Strength of Trigger
Hard to do Easy to do
HighMotivation
LowMotivation
Ability (A)
Motivation (M) Triggers (T)Succeed Here
Triggers (T)Fail Here
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
B=MAT
Fogg Behavioral ModelSparkLeverage motivations.
Hard to do Easy to do
High
Low
(A)
(M)
Facilitator Signal
SparkFacilitatorReduce risk, make easier to use.
SignalReminder; don’t confuse with others.
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
Signals can be quick and effective
Certain triggers catalyze actions that don’t always reach the decision making process. These are quick thinking triggers.
These use the brain’s fast, automatic, and intuitive approach.
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
Traffic LightCar turn signalElevator chime
NotificationLow BatteryEvent Reminder
Transactional emailFree Trial CTASound Affordance
IRL Phone Digital Product
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
Signals can be quick and effectiveSignals can be quick and effective
Signals can be quick and effective
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
Signals can be quick and effective
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
Signals can be quick and effective
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
Quick Triggers• Signals often fall under the category of System 1 triggers become
stronger with habit formation.
• Many soft conversion triggers are System 1.
Slow Triggers• Slow triggers have multiple influencing factors.
• Most hard conversion triggers are slow triggers.
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
Slow Triggers• Slow triggers have multiple influencing factors.
• Most hard conversion triggers are slow triggers.
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
The Reward System
1
2
• Aversion, reward, and addiction centers of the brain.
• Related to impulsivity, the placebo effect, and rhythmic typing
Nucleus Accumbens
• Aversion, reward, and addiction centers of the brain.
VTA
1
2
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
The Reward System
1
2
• Aversion, reward, and addiction centers of the brain.
• Related to impulsivity, the placebo effect, and rhythmic typing
Nucleus Accumbens
• Aversion, reward, and addiction centers of the brain.
VTA
1
2
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
In the Brain: Back to that VTA• Ventral Pallidum neurons encode incentive
and hedonic stimuli in phasic bursts of excitement.
• These bursts are the measurable effects of triggers on the brain.
• We’ve shown people ice cream and scanned their brains.
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
Key Takeaways for Triggers• Triggers are catalysts for action.
• Quick triggers don’t reach a decision making process.
• Quick triggers are often stronger and less complex than slow triggers.
• Triggers become stronger through habit formation.
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
Stop HereWORKBOOK BREAK
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
DecisionsTHE ECOSYSTEM
The Ecosystem
Motivation HabitSatisfactionDecisionsTriggers
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
The Ecosystem
Motivation HabitSatisfactionDecisionsTriggers
Selection of course of action.
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
Decision-Making as a Model• Some decisions are easy (“I’m starving; time to eat”)
• Others have more layers (“Do I continue writing my novel of 10 years if I have started prioritizing my career as a strategist?”)
• What are the factors at play that comprise this difference?
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
Fogg Behavioral Model
Hard to do Easy to do
HighMotivation
LowMotivation
Ability (A)
Motivation (M) Triggers (T)Succeed Here
Triggers (T)Fail Here
Activation Threshold
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
• Motivation, ability, and a trigger must be present for a user to take action.
• Triggers lying above the activation threshold curve are successful in generating an action.
Fogg Behavioral Model
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
Fogg Behavioral Model
Hard to do Easy to do
HighMotivation
LowMotivation
Ability (A)
Motivation (M) Triggers (T)Succeed Here
Triggers (T)Fail Here
Activation Threshold
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
Decision Zone
Decisions as Outcomes• Delicate balance between input and output.
• Decision attitude: our opinion of the cost analysis of the proposal.
• We assess the magnitude of change the decision will bring to our lives.
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
The Pokemon Store iPhone 6
375 x 667px
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
Decision Process • Our brains create a weighted average “decision attitude” within seconds.
• Do I want to do this?• Is it hard to do?• Am I good at it?• How long will it take?
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
Decision Process
Problem 1 Problem 2
Get $900 for sureOR
90% chance to get $1,000
Lose $900 for sureOR
90% chance to lose $1,000
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
• States: Our aversion to loss is generally greater than our response to gains.
• Different from utility theory, which treats changes in state as having equal psychological weight.
• Disrupts traditional rational thought in economics
Prospect Theory
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
Prospect Theory
-10
10+ Dollar
- Psychological
Losse
Gain
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
• Align product/service sure gains with prospect theory.
• Emphasizing how your product or service helps users avoid sure losses can appeal to loss aversion as a general psychological principle.
Prospect Theory in Action
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
The Reward System
12
• ”Higher brain functions.”
• Planning complex behaviors
• Pulls from other variables to give weight to reward system
Prefrontal Cortex
• Sensory input and language processing
• Key in planning and coordination
Anterior Parietal Lobe
1
2
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
Key Takeaways for Decisions• Use the Fogg Model to treat decisions as a function of
motivation, ability, and triggers.
• Our brains create split second decision attitudes as a weighted average of our initial assessment of a decision’s impact on our lives.
• The magnitude of change that a decision will bring to our lives is often more important than the actual product, service, or situation itself.
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
Stop HereWORKBOOK BREAK
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
SatisfactionTHE ECOSYSTEM
The Ecosystem
Motivation HabitSatisfactionDecisionsTriggers
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
The Ecosystem
HabitSatisfactionDecisionsTriggers
Satiation of needs from an experience.
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
• Satisfaction: Sometimes used interchangeable with happiness.
• Evaluation of an experience as a whole.
• Happiness: Product of emotions in the moment.
I Can’t Get No…
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
• Satisfaction is:
• Emotions during your experience• Memory of that experience• External factors affecting your memory
Major factors
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
• A reward reinforces a displayed behavior. It increases the probability of that behavior occurring again.
Rewards
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
Incentive Salience: Reward
• ‘Want’ or ‘desire’ attribute
• Creates want by rewarding stimuli with increasing dopamine.
• Satisfaction before, during, and after experience leads to pleasure and increased ‘want’.
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
Like Expected reward
Learning Action selection
Actual reward
Dopamine
neurons
Dopamine
neurons
Attribution of
incentive salence
Incentive Assignment(a) (b) Salience and Reward
Want
Incentive Salience: Reward
• Perception of satisfaction - fluid
• The following can change perception of satisfaction by average rating of 2:— Previous memories— New associative memories— Environmental shifts
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
Memory Plays Large Part Over Time
• Our perception of satisfaction can be altered before and after an experience.
• Associations and things like the Primacy Effect can skew or derail perception of satisfaction.
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
Incentive Salience: Reward
• Rushing at the end of a vacation can distort your memory of the entire experience.
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
Incentive Salience: Reward
15%
11%
18%
57%
During ExperienceAssociative ExperiencesTriggersEnvironmental Changes
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
Memory Recall • Brains recall old memories by piecing together stored components and creating a cohesive remembrance of the past.
• Recollective experience is handled by the hippocampus.
• Recollection of episodic experiences, stored in hippocampal event engrams.
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
Memory Association
Banana Vomit
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
TL;DR - No Need to Avoid Bananas
• Brains form temporal and causal connections between our memories.
• Anchoring: “fixing” the brain to a certain reference point
• Availability effect: the brain’s tendency to accept that which is most easily available
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
Anchoring in Projects
• Gifn’s internal promotion feature leverages the anchoring effect in real time.
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
Micro-Experiences1. To reduce possibility of skewing satisfaction.2. Make the action easy to do to improve triggers.
Create discrete, simple, and rewarding micro-experiences.
Micro-experiences are distinct and small experiences that provide small rewards.
START
SMALL EXPERIENCE
REWARD
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
Micro-Experiences • Onboarding
• Interaction Animations
• Wizards
• Suggestions
• E-mail swipe-to-delete
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
Micro-Experiences
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
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The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
The Reward System
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• Aversion, reward, and addiction centers of the brain.
• Related to impulsivity, the placebo effect, and rhythmic typing
Nucleus Accumbens
• Aversion, reward, and addiction centers of the brain.
VTA
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The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
Reward Centers • Your brain rewards you for behaviors that benefit you.
• Reward centers release GABA, dopamine, serotonin.
• Satisfaction is a product of these centers.
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
Hedonic Hot Spots • Areas of the brain associated with “liking” certain rewards.
• MRI scans and for plum mapping identify opiod distribution in these areas to find them.
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
Key Takeaways for Satisfaction• Satisfaction is the evaluation of a user experience as a whole,
rather than the sum of emotions in a single situation.
• Leveraging rewards and reward behaviors with your product or service design can integrate satisfaction into your product strategy.
• Utilizing micro-experiences as satisfactory stepping stones in a user experience can maximize reward centers along a process flow.
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
Stop HereWORKBOOK BREAK
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
HabitsTHE ECOSYSTEM
The Ecosystem
HabitSatisfactionDecisionsTriggers
Satiation of needs from an experience.
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
The Ecosystem
HabitSatisfactionDecisions
A fixed way of thinking, willing, or feeling.
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
Hook Model & Effective Habits
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
Satisfaction, Motivation, and Memory
• The three behavioral pillars contribute to the successful development of habitual use.
• Creating useful awards in micro-experiences increases habitual use of a digital product.
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
Keystone habits: Usually high reward, high impact habits and/or exhibited for over 2 years and can easily become triggers.
Keystone Habits
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
Habit Inertia • Create investments in habits.
• By engaging in satisfying experiences with strong triggers, users increase their likeliness of returning to a product.
• “Ikea Effect”
• The more time you spend on it, the fonder you become.
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
The Good Old Days iPhone 6
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The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
The Good Old Days iPhone 6
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The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
The Good Old Days iPhone 6
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The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
The Patched SolutionFirst tracking system provided the user with system feedback
Rewarding micro-experiences as you approached Pokemon
Tracking & catching Pokemon yourself = Ikea Effect
Patched tracking removed functionality, destroying those micro-rewards
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
Key Takeaways for Habits• A habit is a fixed and often unnoticed action taken by a
person.
• Habits are formed through triggers, actions, rewards, and investments.
• Investments increase habit formation inertia.
• Increase rewards and micro-experiences.
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
Stop HereWORKBOOK BREAK
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
The Symbiosis of Brains, Marketing, and Design
1 Who We Are
2 Our Background
3 Quest App
4 The Ecosystem
5 WorkshopAgenda
WorkshopWORK TIME
Neuroscience in ActionUsing what you’ve learned about neuroscience’s role in marketing and design, let’s put it in action by critiquing an app that we’ve conceptualized for this workshop.
Foundations How It Works: Questions3 — Workshop5 —
Workshop Quest App5 —
Persona 1: College Student• Design student, interested in UX
• Enjoys visiting Art museums
• Likes to learn coding, especially CSS
• Asks questions about user research, product design
• Answers questions about typography, logo design
Workshop Quest App5 —
Persona 2: Junior Level Professional• Marketing Strategist
• Enjoys music production
• Likes to code in her free time
• Asks questions about audio mastering tips, Adwords search
• Answers questions about Google Analytics, about violins
Workshop Quest App5 —
Persona 3: Aerospace Engineer• Competitive Gamer
• Mid-30’s
• Asks questions about CS:GO strategy, aerospace industry trends
• Answers questions about rocket engineering, pro gaming strategies
Workshop Quest App5 —
Final Exercise - Journey Map• We want to identify opportunities for
improvement in the Quest app.
• Design & marketing focused.
• Questioners & answerers.
• Three personas.
Workshop Quest App5 —
Final Exercise - Journey Map• Using the behavioral toolkits you developed earlier, each table will
create a journey map for one of the three personas.
• Half of the table will create a journey map for a questioner flow.
• The other half will create the answerer flow.
Workshop Quest App5 —
Final Exercise - Journey MapSix key phases for this model interaction:
• Acquisition 1 / Engagement 1
• Acquisition 2 / Engagement 2
• Acquisition 3 / Engagement 3
Workshop Quest App5 —
Final Exercise - Journey Map• Within each phase, we’ve defined a set of goals that users need to
complete in order to count as a successful engagement.
• Your job: Using post-its at your table, ideate the steps that the user needs to complete in order to complete each goal.
• Think about the behavioral pillars as you are writing steps. Write these associations down in the spaces provided.
Workshop Quest App5 —
Final Exercise - Journey Map• List three design & three marketing recommendations based on
your neuroscience findings in the space provided.
• Do this for each goal. Then, compare your journey map with the other half of the table.
• Discuss with your table what was similar & different about the behavioral findings & recommendations in your flows.
Workshop Quest App5 —
Stop HereWORKBOOK BREAK
The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
ConclusionsPULLING IT ALL TOGETHER
Why Do This?• Neuroscience techniques create common threads between user
experience & re-engagement.
• Ability of UX design to satisfy & motivate correlates to the impact of user memory of the experience.
• More impactful experiences combined with triggered marketing efforts are vital for successful re-engagement.
Conclusions Pulling It All Together6 —
The Ecosystem
Motivation HabitSatisfactionDecisionsTriggers
Behavior ModelConclusions6 —
Connections• Cells : Organs
• Synapses : Associations
• Steps : Goals
Conclusions Pulling It All Together6 —
Conclusions Pulling It All Together6 —
Connections• Neuroscience - anti-silo
• You can think like a scientist without being one.
• Go beyond the persona.
• Go beyond the target audience.
Conclusions Pulling It All Together6 —
Thank you!
PRESENTED BY
Tommy Hung
@tommyx88UX Strategist
Caitlin Pequignot
@aveleonmusicDigital Strategist
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