Addiction and Surveillance Capitalism: Smart Traps . . Reverse operation
National Day holiday, there is a task is to read a book. The book isCITIC Press"Addiction: Four Product Logics for Users to Get Into Habits", english name is Hooked: How to Build Habit-Forming Products, the name is a bit long, to simply break down, Hook is the meaning of hooks, subtitle is how to create an addictive product. Translation is cutting leeks, the following is referred to simply as leeks.
Meanwhile, a US documentary, Watch Capitalism: Smart Trap, premiered at the Sundance Film Festival in 2020 and will be released on Netflix on September 9, 2020. The English name isThe Social Dilemma, translated into intelligent traps, societyDilemma, dilemma (Taiwan), willing to go online (Hong Kong), translation is to dig traps, referred to as digging traps.
A book, a documentary, the more interesting it is to see, has not been so excited for a long time. Decided to write a book note and look back carefully. But the more you write, the more you find that you haven't thought for a long time, and it's not easy to slowly get back the ability to think deeply.
Addiction this book is published by CITIC, he has always been more good about CITIC's book, and then to the pods to look at the score, see is more than 3,000 people rated 7.4 points. Well, it's worth reading.
The logic of choosing a book is the same as point takeaway, is to look at the shop sign, look at the user evaluation. Holding this book can bring me some operational thinking changes at work, began to read.
Photo: Bean Petal Movie
First of all, take a look at the introduction to the book, a rough understanding of what nutrition can bring me.
Why do we habitually open an app in a place?
How did this habit of use come into being?
Why do some products keep us from quits, while others don't?
Is there any secret that allows users to form a habit of using your products?
Ask the question - why can't we always help but brush our circle of friends?
Analyze the reasons - go through your own journey of brushing your friends' circles, and then record them to see what happens every step of the way and how much the product wants you to do.
Obviously, the addiction model is based on the experience of foreign Internet products. Domestic can not be well applied, read this book, I set myself the goal is to use the actual operating case to understand the addiction model, continue to explore the adaptive personalized user's addiction model theory 2.0 version, to get a regular understanding, and then applied to the actual work.
Theoretical goal - the practical behavior model has been established, and then the next step is to enter the iteration mode.
Let's start with what the addiction model is.Trigger - Action - Changeable Rewards - User Input。
The so-called trigger is the product's first publicity. There's nothing to say about this. As soon as the user clicks, they become addicted. Addiction has become something that almost all Internet products pursue.Then there's action.Here to do simple behavior and continue to meet the user's subjective wishes.This was followed by a reward that was not clearly stated.Rewards have to be different every time,
Finally, it's time for the user to pay. When users provide their personal data and money for a product and spend their time, energy, and money, it's time to add attention, include collections, learn about new product features, and the investment has already occurred.
First of all, let's take a look at the most interesting place, cutting leeks mainly from the point of view of product design. Addiction model is from thousands of companies in the evaluation and research, from an academic point of view, combined with consumer psychology, human-machine interaction and behavioral economics to obtain research results, after numerous commercial verification of the formation of the model.
Companies can use this model to let users want to stop the product, unknowingly become a loyal repeat customer of the product.
Note that it is groping out the theory in practice, and in practice constantly improving the final version of the addiction model. When you're trying to resist a product and want to get out of a state of addiction, you're fighting a data-stacked aitanical giant.
Addiction model in the work of the practice is as follows, first of all, in the product launch time to let users use as many products as possible, such as a knowledge-based product, in the design of the product must let some users participate, the action to do before the first. Once issued, we must do our best to let users see, hear, touch, use the product.
图源：The Social Dilemma
If the first step is to trigger by artificially pressing the switch, the second step is to let the user complete the action. After pressing the switch, there are users to use, this time to let users have more sense of participation, they hold the mentality that has come, there are few directly refused to act. More interaction and communication is starting to make users addicted.
Then there are the rewards that the product provides to the user, and the human nature of profit-giving drives them to pay attention to the rewards and participate in receiving them. Rewards are important, but what really fascinates users is random rewards. For example, classic eggs, sweepstakes, gambling stones, etc. are all set up by reference rewards and random patterns.
If the first step empowers the second user's actions, then random rewards empower the last step. This step is to invest more and more in the product. This step is actually about time, under the mat of the previous steps, users will be the product of time, energy, money investment, especially time, the cost of silence so that they will not leave easily. Time will also develop habits, the power of habits is huge, so-called addiction is the addiction to habits.
In practice, the first thing to look at their own new word patterns and business objectives, here is mainly to understand whether the product and user habits are closely linked. The next steps are to analyze the costs that users can put into your product. For example, China's WeChat this product is an exchange tool, in line with strong demand, high frequency, true pain point three characteristics, can be closely linked with the user, and then with the continuous development of WeChat ecology, users can invest in higher and higher costs.
On paper to finally feel shallow, to these theoretical knowledge, self-righteous understanding practice into the business, write down the case, sum up the reflection slowly come to the regular understanding is the key.
After reading the theory of addiction, it's time to monitor capitalism: the smart trap. It is the so-called Internet companies with countless data to explore the theory of addiction, so that the product produced intelligence, artificial intelligence to humanity to dig a trap.
Photo: Bean Petal Movie
Google, Twitter, Facebook and so on let everyone into the intelligent society, greatly facilitate people's lives. But at the same time is also digging a big trap for human beings, they found this, so they escaped, set up a humanitarian technology products organization, only this documentary, also have this article.
Photo Source:The Social Dilemma
Reading is also good, watching movies, are similar to eating, but not like eating such a practical chewing type and instant feedback, eating we go back to the public reviews to see, watching movies I first to the pods to see.
Netflix's documentary is indeed a film of God, appearing on various APP timelines. On the pods, the score was 8.6 out of 10,000, which is a really good score. First, because of the rise of documentaries on this subject matter, with the already widespread cutting of vegetable books, and second, because there are major Internet tycoons endorsement, you think, if a documentary, Li Yanhong, Lei Jun, Ren Zhengfei all kinds of big guys have appeared, instantly on the proliferation of piracy ...
If cutting leeks is cutting others, digging traps is pitting yourself.
Look at the process, the more interesting detail is, at first I look at the speed, the more to the back, the slower the speed, and finally back to normal speed.
What the executives inside said was thought-provoking.
Photo Source:The Social Dilemma
Executives who designed the product were attracted to the product, and in turn had to get out of the trap they dug.
In real life I've been caught in a trap, pushing countless messages every day, countless sales calls, countless ad hints. But overall, because I'm poor and don't care about information other than what I'm going to do, the impact isn't great.
The main effect was that he became so dependent on mobile phones that he almost became a slave to them. Pay attention to all kinds of information on your phone every day, get addicted, and feel anxious if you miss a few hours of information. Whether it's smart traps or social dilemmas, my life is in control.
On the other hand, I am the leader in controlling the lives of others. Because of the nature of the operation, I need to learn the theory of addiction, and then put the theory into the business, so that my users become addicted.
One of the most impressive impressions of the film is that the clips that control the communication between the three people behind the user are like traps designed in operations and traps dug down.
Finally, the best way to escape the smart trap is to learn by reverse and slowly get into a new addiction.
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