Hooked

Using the five whys method: why do people use this app? What emotions are associates? (Eg email associated with fear of missing out) 

Research just enough: stop asking what people want and study what they do, if there’s a discrepancy then there’s an interesting habit to study 
The 5 whys

Action = Motivation + ability + trigger
- always seek to create trigger, then decrease ability (make product simpler and easier to use), then increase motivations

Four heuristic/biases
1. Scarcity heuristic: users view scarce items as more valuable. Wine that cost more (fewer people can buy) are perceived as better quality  
2. Anchoring: anchor one piece of info when making decision. Buying clothes: 2 for 99 but if you buy one it’s cheaper, users associate the loud signs as cheaper
3. Delayed progress: punch cards with punches that are already punched a bit vs blank punch cards (already have made some progress). 
- tap can asks users to save some stories or show progress somehow for new users!!

Rewards
- the hunt: 
- Different types of rewards
    - Hunt: uncertainty, people love to hunt and get variable reward
    - Tribe: social feedback, want validation from social
    - Self: alignment with internal goals and triggers 
        - Gamification: do people even have an itch? If it helps people get rid of their itch then YES! Does it align with people’s internal triggers? 
        - ***”But you are free to accept or refuse”, freedom to choose makes users more likely to agree. “But you are free” means they’re not forced to do anything. 

Investment

Gaming Can make a better world Notes
- People feel like your efforts matter and you can tackle bigger problems, collaboration is easier
- Relevant quests that you are capable of tackling
    - Constant feedback (+1 strength, +1 accuracy etc)

1. urgent optimism: desire to immediately making a difference. 
2. Social fabric: we like people better after playing a game with us. Build bonds and social relationships
3. Blissful Productivity: We are optimized and work hard whatever it is, especially when it come to being in a game
4. Epic meaning: meaningful story and mission

Games were invented during the famine in ancient greek. One day they’ll eat and another day they’ll play games. Since games are so fun they don’t remember that they were hungry, thus saving the food storage. Escape real world suffering.

THE SMALL BIG
- What is more effective in persuading someone to do something?
    - Focus on the small portion of progress
        - In earlier stages, it’s more important to focus on the progress that the user has already done. (Smaller portion of progress, 20% completed!)
        - In the later stages, it’s more important to focus on the progress remaining. (Smaller portion of progress remaining, only 20% to go!)
    - When negotiating, always make your first offer more precise (Selling a car, give you $1897 or $2000?)
        - Precise offers seem more calculated, like you’ve put a lot of thought into calculating that number
    - To let users commit to something, you need where/when/how?
    - Social proof: conformity means making accurate decisions, social affirmation, desire to see self in positive light (so many people who pay tax, people who don't feel like they don't put in their share)
        - What if the majority are NOT carrying out the behavior?
            - Don't make up a majority, not credible and ethical.
            - Mention what people consider norms: "80% of people think it's important to donate to charities"
            - Make sure message aligns with the social identity of the user: e.g. Canadians pay taxes vs bramptonians pay taxes. 
                - Which group do they want to belong to??
        - There are "emotional cost" going against a social norm
    - Small disorder can cause big disorder (graffiti can lead to bigger crimes)
    - Cocktail phenomenon: people love hearing their names, give more attention to what you have to say.
    - General commitments are easier to make, but people are more likely to keep specific commitments. Specific commitments can influence user to make other changes similar to the change they committed to. (Help the environment vs saving towels, people who save towels will also be more likely to turn off lights)
        - Step one: initial commitment has to be specific
        - Step two: environment must have cues for user to make similar commitments (signs to remind them to turn off lights)
        - Badge to remind them, where the badge show users their sense of ownership. Public vs private badges. behaviour
    - Implementation Intentions: if there's a delay from users agreement to the actual action, then asking them WHEN they'll actually do it, WHERE, and what will you be doing before hand? (hOW)
    - Future plans in the near future are more realistic vs distance future are more abstract
        - Users asked to think about plan on the distant future(6 months from now vs right away)are going to think more about if they should do it and less about f they want to do it (so more likely to say yes)
        - Right now: concrete terms, I can't go shopping today, I'll have less money today
        - Vs
        - Later in the future: abstract terms, bigger picture and align with their values and morals
        - This is why free trials work well, make them sign up for free with no immediate commitments so that they think about the service long term benefits.
        - 
    - Asking user to make small active choice in the beginning can make sure that they stick to their goal. 
        - People hate to lose something or fear of missing out, so if you frame the active choice as in fear of losing then it's more effective (I will not get the flu shot even though I will miss out on saving 50 bucks and have a chance of getting the flu)
        - If want to influence user to switch to premium, always show pop up to have two choices: updating the new plan OR reminding them what they're missing out on by continuing with their normal plan
    - Be the first to give, and the returns will be big. (E.g. Free samples)
    - Stamp cards asking users to buy 12 items with no sequence preform not as well as a card asking user to buy 12 item in a particular sequence. 
        - If motivation levels are lower rigid might work better than flexible
        - Reduce number of choice, better 
    - Peak end: people usually remember the peak of their emotion and the end of the experience 
        - Save best for last gives the best effect (best interpreted experience)

GAMIFICATION NOTES

A game is a problem solving activity, approached with a playful attitude.
- What problems does my game ask the player to solve?
- how can my game generate new problems so that players keep coming back?
- Are there any hidden problems for users to discover (complexity, layers)

Anatomy of games
- Mechanics: procedures and rules of your game.
- What is the goal? How do users achieve it?
- Story: Sequence of events that unfolds in your game [not necessary but makes the game easier to understand and more exciting]
- Linear vs branched
- Aesthetics: How the game looks/feels.
- Technology: How your user interacts with the game

Supporting:
- Theme: what the game is about, and what ties the game together. To make the game more engaging (experience based)
- E.g. creating the fantasy of being a pirate