Hooked: How to Build Habit-Forming Products by Nir Eyal provides a wonderfully useful framework on how tech products build lasting habits in their users. In this Hooked book summary, learn: Habit-forming products use a 4-step loop to hook you. It's no coincidence, it's the product of a tested model used by habit forming companies. The model is based off Nir Eyal's book “Hooked”, which dives deep into. Read Hooked: How to Build Habit-Forming Products PDF Ebook by Nir Eyal. Child Abuse True Stories, ePUB B00LMGLXTS, aracer.mobi .
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Nir Eyal. Hooked. Interested in this book? Show your support by saying what you' d like to pay for it! Name. Email. Share email with author (optional). I'd download it for. How do successful companies create products people canâ€™t put down?Why do some products capture widespread attention while others. aracer.mobi Hooked How to Build Habit Forming Product Nir Eyal . Variable Reward What distinguishes the Hook Model from a plain vanilla feedback.
Soon, readers began writing in with their own observations and examples. In the fall of , Dr. Baba Shiv and I designed and taught a class at the Stanford Graduate School of Business on the science of influencing human behavior. The next year, I partnered with Dr. Through consecutive hook cycles, successful products reach their ultimate goal of unprompted user engagement, bringing users back repeatedly, without depending on costly advertising or aggressive messaging.
While I draw many examples from technology companies given my industry background, hooks are everywhere in apps, sports, movies, games, and even our jobs. Hooks can be found in virtually any experience that burrows into our minds and often our wallets. The four steps of the Hook Model provide the framework for the chapters of this book.
The Hook Model A trigger is the actuator of behavior the spark plug in the engine. Triggers come in two types: external and internal. For example, suppose Barbra, a young woman in Pennsylvania, happens to see a photo in her Facebook newsfeed taken by a family member from a rural part of the state.
Its a lovely picture and since she is planning a trip there with her brother Johnny, the external triggers call-to-action intrigues her and she clicks. When users start to automatically cue their next behavior, the new habit becomes part of their everyday routine.
Over time, Barbra associates Facebook with her need for social connection. Chapter two explores external and internal triggers, answering the question of how product designers determine which triggers are most effective.
Following the trigger comes the action: the behavior done in anticipation of a reward.
The simple action of clicking on the interesting picture in her newsfeed takes Barbra to a website called Pinterest, a pinboard-style photo-sharing site. Companies leverage two basic pulleys of human behavior to increase the likelihood of an action occurring: the ease of performing an action and the psychological motivation to do it. Variable Reward What distinguishes the Hook Model from a plain vanilla feedback loop is the hooks ability to create a craving. Feedback loops are all around us, but predictable ones dont create desire.
The unsurprising response of your fridge light turning on when you open the door doesnt drive you to keep opening it again and again. However, add some variability to the mix say a different treat magically appears in your fridge every time you open it and voila, intrigue is created. Variable rewards are one of the most powerful tools companies implement to hook users; chapter four explains them in further detail. Research shows that levels of the neurotransmitter dopamine surge when the brain is expecting a reward.
When Barbra lands on Pinterest, not only does she see the image she intended to find, but she is also served a multitude of other glittering objects. The images are related to what she is generally interested in namely things to see on her upcoming trip to rural Pennsylvania but there are other things that catch her eye as well. The exciting juxtaposition of relevant and irrelevant, tantalizing and plain, beautiful and common, sets her brains dopamine system aflutter with the promise of reward.
Now shes spending more time on Pinterest, hunting for the next wonderful thing to find.
Before she knows it, shes spent 45 minutes scrolling. Chapter four also explores why some people eventually lose their taste for certain experiences and how variability impacts their retention.
Investment The last phase of the Hook Model is where the user does a bit of work. The investment phase increases the odds that the user will make another pass through the hook cycle in the future. The investment occurs when the user puts something into the product of service such as time, data, effort, social capital, or money. However, the investment phase isnt about users opening up their wallets and moving on with their day.
Rather, the investment implies an action that improves the service for the next go-around. Inviting friends, stating preferences, building virtual assets, and learning to use new features are all investments users make to improve their experience.
Your product will in some way reward the user, for example a Dropbox user is less worried about losing her data. However, these rewards must change over time, in order to remain effective.
Studies with mice have shown that the mice were most eager to get the reward every single time when the reward itself changed — even if it meant there was no reward sometimes. You keep on scrolling down, because there might be something great in there.
But sometimes you find the funniest video of all time. So is getting notifications, friend requests, being given virtual currency in a game you play, seeing your post get lots of likes, etc.
So to create a product that people love, make sure they get a lot of different rewards, which keep changing, from using it. Views Total views. Actions Shares.
Embeds 0 No embeds. No notes for slide. PDF Hooked: How to Build Habit-Forming Products 2. Hooked is written for product managers, designers, marketers, startup founders, and anyone who seeks to understand how products influence our behavior.
Eyal provides listeners with: How to Build Habit-Forming Products, click button download in the last page 6.
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