To create an addictive business model

Manipulate the double-sided nature of itself

In the common sense, operation is regarded as immoral behavior. But it has to be admitted that the success of many industries relies on the manipulation of customer behavior. For example, the American successful commercial diet weight loss program Weight Watchers is the success of the user's diet manipulation. Manipulation is often used commercially, such as the internet industry, where customer behavior is manipulated by product designers. In the game industry, this kind of manipulation is applied to the extreme, otherwise how can there be so many cock silk in that night DotA, Goddess was pushed to also indifferent, is not a strong manipulation, which man can tolerate this situation?

So, manipulating the user is worth our deep research.

This is an addictive world!

Paul Graham, founder of the world's first business incubator Y Combinator, said

"In this day and age, business manipulation is making users addicted to it," he said. We have no time to form antibodies to the addictive nature of new things. It's a bit sad to say, but that's one of the business skeletons that makes your customers addicted and you succeed. So sometimes we have to emphasize business ethics, the manipulation of users is benign and vicious, we have to use morality to bind those bad business operations. But there is nothing wrong with this kind of business manipulation itself, and the addicted user has a certain responsibility. ”

Basically, the essence of enterprise will promote this kind of manipulation, enterprises to profit as the primary purpose, they are concerned about whether to get enough users, and let users addicted to manipulate users is the best way to get the market.

Teach you how to create an addictive business model

When entrepreneurs start creating a business model, they should think hard about whether their products will allow users to form a habit. You have to think completely of yourself as a user of a product and think of yourself as a consumer who will not use the product. Although I personally do not know the founder of Zuckerberg or Twitter, but I can tell from their stories that they are creating these products in a way that they really need the functionality they create, rather than thinking about how much money they can make and how to change the world at the outset. Addictive business model of its different means, some let the creation of the situation to allow users to use, some of the user to create psychological dependence, some let users deeply identify with the product, feel that the use of the product is very scientific and healthy.

Do you feel guilty because users are addicted to using their own products? I agree with Paul Graham that the onus is on the user. In any normal distribution there will be a small number of people who are extreme. If designers make products that they want to use and believe they can improve the lives of their users, their moral mission is done. This may seem like a pretext, but the fact is that the market economy, no one will force you to buy what products, or use what services, willing to play, this is the business market.

If you want to manipulate users, don't be self-righteous!

Many product designers always take for granted the desire to manipulate users in a number of ways, such as the introduction of integration systems, badges and other patterns, the final result is often unsatisfactory. Because these naïve designers always think of course, they don't know the nature of the user addiction-you have to bring real value to the user.

For example, like game Platform 11 ladder integral mode, its integral mode is popular, because through 11 days ladder integral, players can make a comparison of their DotA strength, this integral can let them directly to other players show off: "Look, I ladder 2200 points!", Other players will feel that this person is too good! This is the 11-day ladder integral to manipulate the user's ability, he can bring the actual value to the user (compare value, show off value). And if you do a music player, must add an integral function, I can only say you sick! What is the real value of your score to the user? Users can use this integral to compare music appreciation ability? Can you use this integral to explain to other music lovers that you have high grades? The points you make are just a bunch of numbers that aren't worth the user. , and you want to use this to manipulate users? Dream, you!

Bogost it is appropriate to compare addictive techniques to cigarettes. But unlike the addiction to nicotine, new technologies offer users valuable things. It is clear that the role of scientific and technological innovation in habit formation has both positive and negative side. But if entrepreneurs have a clear conscience about their products to improve the lives of the public, they can go forward. Entrepreneurs do not have to create their own products caused users to use addiction and feel guilty, great products have this quality! But to make users addicted, manipulating users is not so simple, you must be able to accurately grasp the user's psychology, to create a more useful to them the more practical value of things to do.