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The secret of Tinder презентация
Содержание
- 1. The secret of Tinder
- 2. Or.. The hunter’s loop And how to apply it to your products
- 3. Ever wondered why Tinder is such an addictive dating platform?
- 4. There are of course many reasons
- 5. But I think that more than anything,
- 6. Backboned with one of the most addictive loops I know: The hunter’s loop.
- 7. Which is a primal, instinctive model wired to our brains.
- 8. This model can be applied to almost everything, digital and tangible.
- 9. Applied right, this could boost your product to a never before seen engagement.
- 10. But before I spill the beans and tell you what it is..
- 11. Make sure you have 5 minutes. This
- 12. I’ll introduce myself
- 13. My name is Dori Adar, creative director
- 14. The hunter’s loop has 6 phases.
- 15. Phase #1 Spotting patterns
- 16. Spotting patterns 1 Spotting patterns
- 17. Spotting patterns 1 Our brains
- 18. Spotting patterns 1 Until we
- 19. Phase #2 Envisioning the prize
- 20. envisioning the prize 2 Upon
- 21. envisioning the prize 2 She
- 22. envisioning the prize 2 Is the prize.
- 23. envisioning the prize 2
- 24. envisioning the prize 2
- 25. envisioning the prize 2
- 26. This dose is just enough for what I call: the small act.
- 27. Phase #3 The small act
- 28. The hunter decides to act. A small,
- 29. She moves to place, aiming, waiting for
- 30. Phase #4 Anticipation phase
- 31. During this phase dopamine keeps on
- 32. Making the reward even more desirable. Anticipation 4
- 33. This build up is extremely important. Without it the hunt would be emotionless.
- 34. Phase #5 The big act
- 35. The big act 5 Everything
- 36. Phase #6 The reward
- 37. The reward 6 (And if
- 38. This marks the end of the hunters
- 39. Spotting patterns Finding the target
- 40. Some casual games use this loop as the backbone of their game mechanic
- 41. Although it is usually one phase shorter.
- 42. Or the game might become too complex and hardcore.
- 43. Let me show you what I mean while deconstructing “Angry birds”
- 44. 1: spotting patterns
- 45. 1: spotting patterns 2: Envisioning the reward
- 46. 1: spotting patterns 2: Envisioning the reward 3: The small act
- 47. 1: spotting patterns 2: Envisioning the reward 3: The small act 4: Anticipation phase
- 48. 1: spotting patterns 2: Envisioning the reward
- 49. This also works in Candy crush saga.
- 50. 1: spotting patterns 2: Envisioning the reward
- 51. As you can see, no “big acts” are needed here.
- 52. But I want to stress out the
- 53. A variable reward is changing all the
- 54. Sometimes none.
- 55. In a nutshell - this variability is what gets us hooked.
- 56. Nir Eyal, the author of “Hooked” described it nicely:
- 57. The light in the refrigerator is a
- 58. Therefore, not very exciting. This door
- 59. However, if each time we opened the
- 60. We would open this fridge A LOT.
- 61. (BTW each time you share this presentation
- 62. Now lets see how Tinder does it.
- 63. 1: Spotting patterns, finding the target
- 64. 1: Spotting patterns, finding the target 2: Envisioning the reward Whatever you imagine….
- 65. 1: Spotting patterns, finding the target 2:
- 66. 1: Spotting patterns, finding the target 2:
- 67. 1: Spotting patterns, finding the target 2:
- 68. Since tinder is also a “real-life” game,
- 69. And the hunters could continue and get their tangible reward in real life
- 70. Whatever it may be.
- 71. But since most of the “tinder relationships”
- 72. And because of Tinder’s mobile nature,
- 73. Which makes it a tight and perfect hunters loop.
- 74. This reward is also variable. You know, “Some girls are bigger than others”.
- 75. So what can we learn from applying
- 76. 1. Make sure the reward is super
- 77. Make sure that the “small act” is
- 78. Try to complete the loop within the
- 79. Remember the variable reward.
- 80. I want to leave you with 2 more thoughts:
- 81. Thought #1: Almost everyone is a hunter.
- 82. People hunting for dates are a big market and their reward is clear.
- 83. But people also hunt for art, food, jobs, experiences..
- 84. Basically anything.
- 85. Think how you can apply the hunters model in your product.
- 86. Thought #2: There are also the gatherers.
- 87. Gatherers act differently than hunters. Pinterest, for example, is a good product for gatherers.
- 88. Think of your users. Who are they? Hunters or gatherers?
- 89. Subscribe to get my next presentation on the gatherers loop
- 90. And feel free to drop a line
- 91. Doriadar@gmail.com
- 92. P.S Did you learn something from this presentation?
- 93. If the answer is yes.. Please share it!
- 94. Though I lied about the different snacks appearing when sharing :P
- 95. Thank you
Or.. The hunter’s loop And how to apply it to your products
Слайд 13My name is Dori Adar,
creative director at TabTale.
I love games,
digital products and junk food.
doriadar@gmail.com
doriadar@gmail.com
Слайд 20
envisioning the prize
2
Upon spotting the target, the hunter starts to feel
her
heart pounding faster
Слайд 23
envisioning the prize
2
If you ever filled up a lottery ticket and
immediately started thinking of the millions to come, you know what I’m talking about.
Слайд 24
envisioning the prize
2
Envisioning the prize fills our hunter’s head
with a “let’s
do it” feeling
Слайд 39
Spotting patterns
Finding the target
Imagining the reward
The small act
Anticipation phase
1
2
3
4
Action starts.
The
reward
6
Action stops
A few minutes
The hunters loop
Слайд 481: spotting patterns
2: Envisioning the reward
3: The small act
4: Anticipation phase
5:
The (variable) reward
Слайд 501: spotting patterns
2: Envisioning the reward
3: The small act
4: anticipation
(Chain reaction)
4:
The (variable) reward
Слайд 52But I want to stress out the importance of
variable rewards,
that we have just seen in those games.
Слайд 651: Spotting patterns, finding the target
2: Envisioning the reward
Whatever you imagine….
3:
The small act
Слайд 661: Spotting patterns, finding the target
2: Envisioning the reward
Whatever you imagine….
3:
The small act
4: Anticipation
Waiting for the answers...
Слайд 671: Spotting patterns, finding the target
2: Envisioning the reward
Whatever you imagine….
3:
The small act
4: Anticipation
Waiting...
5: reward
Слайд 68Since tinder is also a “real-life” game,
“It’s a match” is
sometimes just triggering the big act (chatting, flirting, meeting)
Слайд 71But since most of the “tinder relationships” ends with “it’s a
match”
I argue that this phase is the digital reward.
I argue that this phase is the digital reward.
Слайд 761. Make sure the reward is super understandable and desirable,
so
the users could envision it.
Слайд 87Gatherers act differently than hunters.
Pinterest, for example, is a good product
for gatherers.
