I was on a long flight and on this flight there was a gentleman in the aisle seat across from me sleeping - very clearly knocked out.
A flight attendant was coming through the aisle, she stops at our row and she turns to him and says "Sir?"
He’s clearly asleep, so she calls out louder “Sir!”
He's got his blanket up to his chin and he's got a big pillow - he's definitely passed out. And so she says it a third time. She says, "Sir!"
He wakes up and says, "What is it? What is it?"
And she says, "Sir, what would you like to drink?"
Don’t the app notifications we keep getting on our phones all day feel the same?
These are all external triggers that product managers love to use!
Nir Eyal, author of the best selling book ‘Hooked: How to Build Habit-Forming Products’ uses this example while explaining how time and again we make the mistake of focussing on external triggers to grab the customer’s/user’s attention.
Instead, what we should be doing is asking ourselves - what are the “internal triggers” that would inspire someone to use my product? What deeper emotional need can I solve for that would inspire the user to come back and use my product again?
In this episode of the Use Case podcast, Anshumani Ruddra, Vice President at Hotstar chats with author Nir Eyal as part of an invite only event organised by Axilor Ventures, one of India’s leading seed stage funds and accelerator program. Check out their Summer 2020 accelerator program, the applications for which are now open!
You could listen in to the podcast above or on any of your favourite podcast apps.
Apple/Google Podcast apps: https://t.co/g5VB6CByD9?amp=1
Spotify: http://spoti.fi/2n4elRe
For more such content, subscribe to the Turnaround Newsletter
Timestamp:
00:00- Setting for the conversation
04:00- The shrinking real estate for user attention
10:30- Case in point: “Why your fitness app is making you fat?”
13:00- Building a defensible competitive advantage and the line of differentiation for consumer and enterprise products
17:45- Can you get customers to buy pressure cookers again and again? How to get users to come back?
21:30- Discussing the Hooked model in detail 🔥🔥🔥
29:30- What can you do if you are not building from 0 to 1, but 1 to 1.5? increasing velocity and speed of use in the action phase
38:00- Bing vs Google
39:00- How can you keep distractions away and enjoy life?
44:30- Difference between overuse and addiction
51:00- Can we use technology to limit technological distraction?
Nir Eyal, author of Hooked on habit forming products with Anshumani Ruddra, VP-Product at Hotstar