Maximize User Participation: Inspire Your Users to Take Action
In the tech world, there's a big idea that products should be super easy to use. People think that if something looks nice and is simple to figure out, then it's a great design. But not everyone agrees with this. Some say that making users work a little bit can make them like a product more. This is called "user investment" or just "investment". So, sometimes it's okay for things to be a little challenging to use.
Did you know that when we put effort into something, we feel more connected to it? For instance, when people buy lottery tickets, they can either pick their own numbers or let the computer choose for them. Even though both ways have the same chance of winning, most people prefer to pick their own numbers because it feels more special. It's like when you work hard on a project, you feel more proud of it in the end.
But actually, it's the other way around. Even though it takes a lot of work to choose the lottery numbers, it's like answering multiple-choice questions on a test that you studied hard for.
Escalations of commitment can make our brains act in strange ways. It can make people keep playing video games for hours until they collapse. It can also make us want to donate more money to charity. Sometimes, it's even used to make prisoners of war change sides. Commitment is a big deal and it affects the choices we make, the things we buy, and how we see ourselves.
Fully Devoted
In the Hooked Model, which I made up to show how products make us keep coming back for more, the final step is called the investment phase. This is when you've already been tempted to use the product and then got a reward for it. Now, in the investment phase, you're asked to do something in return and show that you're committed. This is when you're asked to give something valuable back to the product, like your time, money, energy, friends, or personal information.
Have you ever noticed how your brain works like a little robot, following a pattern of cues, actions, and rewards? It's like a cycle that predicts how we behave. For instance, right now you might be reading this because you were feeling bored and wanted something interesting to do. That feeling of boredom was the cue, reading is the action, and the reward is finding something cool to read. It's like a little game your brain plays without you even realizing it!
When you use something over and over again, your brain gets used to it and it's not as exciting as it used to be. But some things are designed to keep you interested by giving you rewards. These things get better the more you use them. This is why it's important to keep using them regularly.
Portions of Effort for Future Compensation
Investing in something is like planting a seed and waiting for it to grow into a big, beautiful tree. It takes a little effort at first, but the payoff is worth it in the end. For example, on Twitter, when you follow someone, you're investing in that person. Even though you don't get a prize right away, it makes your Twitter experience better and more fun. So, by following new people and getting to know them, you're investing in your enjoyment of the app. It's all about looking forward to the rewards that come later on, rather than just wanting instant satisfaction.
LinkedIn is like that friend who always asks for a little favor, but it's worth it. Josh Elman, who used to work at LinkedIn, said that if you just put in a little bit of info about your job when you sign up, you're more likely to come back to the site. So, by asking for your job title and position, LinkedIn can keep you coming back for more. It's like a sneaky trick, but it works!
Employing commitments strategically
Have you ever noticed how some apps or games make you want to keep using them without even telling you to? That's because they use habit-forming technology to create a strong connection in your brain. It's like a string pulling you back to the app or game every time you feel a certain way or are in a certain situation. The goal is to get you to keep coming back on your own. The company behind the app or game keeps making it better and more valuable each time you use it, so you want to keep coming back for more fun and excitement.
1) Preserved asset
When you use apps like Evernote, Salesforce, and Pandora, you're creating value by putting in information. These apps may not be super exciting, but they get you into the habit of using them regularly. A habit is something you do without really thinking about it. People use these apps as part of their daily routines. The more you use them, the less you have to think about it. Evernote's "smile graph" shows that the more you use the app, the more you'll keep using it in the future.
Imagine playing a video game where the more you play, the more invested you become. You work hard to get a high score, move up to the next level, or take care of virtual items like a cow or clothes for your character. These things keep you coming back for more because if you stop playing, you lose all your progress. You can earn these rewards by playing a lot or buying them with real money. It's like a game that keeps you hooked and wanting to play more and more.
2) The worth of a network
When more and more people start using a product, it becomes more valuable. This is called a network effect. Companies with this effect excite investors because they can become the top choice in their industry and push out their competition. Examples of companies with a network effect include Ebay, Skype, AirBnB, and Pinterest. Even older technologies like fax machines and telephones improve as more people use them.
3) Deadly Duo
When people start using something and tell their friends about it, that's when it becomes super valuable. Think about how Facebook and Pinterest got popular - it's because lots of people started using them and then told their friends to join too. These websites are so addicting that people keep coming back without anyone having to remind them. Plus, when users keep adding new stuff, it makes the websites even better. That's why so many people love using them!
Have you ever noticed how some apps or websites seem to keep you coming back for more? It's because they use a sneaky trick called habit-forming technology. They have a system where they give you a little reward every time you do something on their platform. This makes you want to keep using it more and more. The more you use it, the more valuable it becomes to you, and you start to rely on it without even realizing it. It's like a sneaky little friend that you can't seem to shake off!
People don't stay interested in apps and websites forever. Even though some companies have a good run, eventually something new and exciting comes along that makes users want to switch. While it's important to make things easy to use, it's also crucial to think about how to make the service more valuable the more people use it.
