Take "NetEase Cloud Music" as an example, explain how this product made me hooked?
When I use music software, it meets my different needs in a certain situation. For example, in the office environment, I want to work quietly and remove the background noise in the studio, so I put on my headphones, open NetEase Cloud Music and start playing my playlist, and gradually form a flow mode of work.
In this scenario, what did NetEase Cloud Music do?
1. External trigger
I received a message from the "NetEase Cloud" APP on my mobile phone, which happened to be the latest news about people I was following. It attracts and subtly reminds me to click on the APP to take a look and listen. This is a typical external country email list autonomous trigger method, which directly tells the user what to do next.
2. Internal trigger
Returning to the work scene, because of feeling irritable or anxiety caused by work pressure, or doing things in order to be quiet and focused ( a craving lurking in the heart, if it is not satisfied, discomfort will appear. Let us develop A habitual product can just relieve this discomfort ), so turn on the music and listen to it.
In this process, the music product formed the user's internal trigger, and my inner emotions mobilized me to turn on the music. Emotions are crucial in forming internal triggers; especially negative emotions (boredom, loneliness, depression, confusion, uncertainty, etc.) are powerful internal triggers that can bring great impact to our daily lives. influences.
Emotions often cause us to experience mild pain or anger and cause us to act almost involuntarily to suppress the emotion. For example, when I'm stressed or need to be quiet, I turn on the music without realizing it.
This just goes to show that once a user is hooked on a product, the user doesn’t necessarily think of the product only under a clear and unambiguous call to action. Instead, the automatic responses triggered by emotions lead us to specific actions, and these emotionally-related products have an immediate effect on comforting users.
Habit-forming products create a connection in the user's brain that creates an internal trigger when we feel the itch that makes us want to use the product. For example, whenever I feel distracted, I think about listening to music and quieting down.
When I open the music app, it means I have taken action. The preconditions for taking action, in addition to the "product trigger" that prompts people to act; according to " Fogg's model of behavior: B (behavior) = M (motivation) A (ability) T (trigger) ", "take action" Users are also required to be capable and motivated.
"Motivation" is the enthusiasm for taking action. It usually has three core groups of motivations: the pursuit of pleasure and avoidance of pain; the pursuit of hope and avoidance of fear; the pursuit of approval and avoidance of rejection. All people's actions are influenced by these three sets of core motivations, and the two elements of each set are like the 2 ends of a lever, the magnitude of which swings up and down, causing people to make a corresponding increase in the probability of a certain action or reduce.
When I'm in pursuit of happiness, I click on the music software, or when I want to see my music reviews get likes or approvals, I also click on it.
We can understand "capacity" as the use product of the most simplified operation path. Does the user have the ability to use the product easily and comfortably after being motivated and triggered?
For example, when the network is normal, the mobile phone receives an APP push message. I just saw the message, click the message, and automatically enter the music software to play the latest song pushed to me. In this process, users only need to click the push information to get the access target.
Variety of rewards
The third stage of the addiction model is the variable reward, which can satisfy the user's needs and stimulate the desire to use. It is not the reward itself that drives us to action, but the urgency of wanting it. The tension that the brain will form due to craving will prompt us to repeat a certain action. NetEase Cloud Music has done a good job at this point. It has a good grasp of 3 forms of variable rewards:
(1) Social reward: the interpersonal reward or recognition from others that people get from the product by interacting with others.
The community operation of NetEase Cloud Music is its feature and highlight. Here, everyone can express comments on songs, have space to express themselves, and get social rewards. Through comment interaction and likes, they can gain recognition from others.