“Hooked: How to Build Habit-Forming Products” is a book written by Nir Eyal, a leading expert on user engagement and habit-forming technology. The book provides a framework for creating products that are highly engaging and that users will want to use again and again.
The book is divided into four main parts: the Hook Model, the Trigger, the Action, and the Variable Reward. The Hook Model is a framework that helps product managers and entrepreneurs understand how to create products that are highly engaging and that users will want to use again and again. The Trigger is the event that initiates the user’s interaction with the product, the Action is the behavior the user must perform to receive a reward, and the Variable Reward is the reward that keeps the user engaged.
One of the key insights from the book is that products that are able to create a sense of anticipation in users, by providing variable rewards, are more likely to be successful. The book also emphasizes the importance of understanding the user’s internal triggers, such as emotions and needs, in order to create products that truly resonate with them.
The book also touches on the topic of ethical considerations when creating habit-forming products, and it provide examples of companies that have successfully created habit-forming products.
In summary, “Hooked” is an important book for product managers and entrepreneurs as it provides a framework to understand how to create products that are highly engaging and that users will want to use again and again, by understanding the Hook Model, Triggers, Actions and Variable Rewards and the importance of understanding the user’s internal triggers. Additionally, it highlights the ethical considerations when creating habit-forming products.
The steps
According to “Hooked” by Nir Eyal, the steps to create products that are highly engaging and that users will want to use again and again are as follows:
- The Hook Model: A framework that helps product managers understand how to create products that are highly engaging and that users will want to use again and again by identifying the components of a Hook: Triggers, Actions, Rewards, and Investment. Example for a marketplace selling cakes: By implementing a rewards program, customers will be incentivized to return to the marketplace and make more purchases. Example for a Tesla car: By providing software updates that include new features, customers will be encouraged to use their Tesla car more often and to keep it updated.
- The Trigger: The event that initiates the user’s interaction with the product. It could be an external trigger such as an email or a push notification or an internal trigger, such as a feeling of boredom or loneliness. Examples for a marketplace selling cakes:
- Sending an email to customers with a special offer on their favorite cake.
- A red dot indicating new cakes available on the website.
- A push notification when a cake is back in stock. Examples for a Tesla car:
- A software update that includes a new feature that is automatically pushed to the customer’s car.
- A push notification when the car’s battery is low and needs charging.
- A reminder when the car’s software is due for an update.
- The Action: The behavior the user must perform to receive a reward. It could be a simple action such as scrolling through a feed or clicking on a link, or a more complex one, such as filling out a form. Examples for a marketplace selling cakes:
- Ordering a cake from the website.
- Creating a wish list of cakes.
- Writing a review of a cake purchased. Examples for a Tesla car:
- Configuring the car’s settings and personalizing the driving experience through the car’s touch screen.
- Planning a trip using the car’s navigation system.
- Using the car’s autopilot feature.
- The Variable Reward: The reward that keeps the user engaged. It could be a tangible reward such as a prize or a social reward such as a like or a comment. Examples for a marketplace selling cakes:
- A surprise discount on the customer’s next purchase.
- A free delivery for the next order.
- A complimentary slice of cake with the next purchase. Examples for a Tesla car:
- Access to exclusive software updates that include new features and capabilities.
- Unlocking new features by using the car more frequently.
- A complimentary supercharging session for reaching a certain number of miles driven in the car.
- Investigate internal triggers: Understanding the user’s internal triggers, such as emotions and needs, in order to create products that truly resonate with them. This includes researching and understanding the user’s pain points, habits, and demographics. Examples for a marketplace selling cakes:
- Conducting surveys and interviews with customers to understand their needs and preferences when it comes to cakes.
- Analyzing customer’s purchase history to understand their favorite cakes and occasions they purchase for.
- Researching customer’s demographics and psychographics to understand their lifestyle and preferences. Examples for a Tesla car:
- Conducting research on potential customers to understand their needs and preferences when it comes to electric vehicles.
- Analyzing customer’s driving patterns and preferences through the car’s data.
- Researching customer’s demographics and psychographics to understand their lifestyle and preferences.
- Ethical considerations: Consider the ethical implications of creating habit-forming products. This includes being transparent about data collection and usage, providing easy opt-out mechanisms, and avoiding manipulative design tactics. Examples for a marketplace selling cakes:
- Clearly communicating with customers about how their data will be used and providing an easy way for them to opt-out.
- Avoiding manipulative tactics such as using deceptive pricing or false scarcity.
- Providing customers with the ability to control and manage their personal information. Examples for a Tesla car:
- Being transparent about the data the car collects and providing customers with the ability to control and manage their data.
- Avoiding manipulative tactics such as using deceptive pricing or false scarcity.
- Providing customers with the ability to control and manage their personal information.
By following these steps and using the Hook Model as a framework, product managers can create products that are highly engaging and that users will want to use again and again by addressing the user’s internal triggers, providing variable rewards, and considering the ethical implications of their products. The examples provided show how these steps can be applied to a marketplace selling cakes and a Tesla car, however, the same principles can be applied to any product or service.
Nir Eyal
Nir Eyal is a bestselling author, speaker, and entrepreneur who is known for his expertise in the field of behavioral design. He is the author of the book “Hooked: How to Build Habit-Forming Products” which has become a popular guide for product managers, entrepreneurs, and designers on how to create products that users will want to use again and again. In addition to writing and speaking on the topic of habit-forming technology, Eyal is also a teacher and advisor to companies in the technology industry. He has also founded and sold several successful technology companies.
