I’ve written before about the great work of BJ Fogg and Nir Eyal, both pioneers in the applied psychology of building habit forming services. Nir has just released a new presentation on Slideshare which takes their work to the next level. This is the money slide:
Core to Nir’s work is the Trigger, Action, Reward, Investment model which gets users hooked on a service in an infinite loop. The chart above shows the loop for Pinterest where the triggers in the form or emails, notifications or boredom cause people to log in, whereupon they get a little dopamine hit from seeing what their friends have pinned or finding cool new content, they then invest a little in the service by pinning or repinning which makes them more likely to respond to a trigger in the future, and so on.
The full slide deck is designed to help companies build their own infinite loops so they get a large base of regular users and the valuation that goes along with it. There are 137 quick read slides which I highly recommend to anyone trying to build a service that people keep coming back to (the Pinterest loop is on slide 113).