"Hooked: How to Build Habit-Forming Products" by Nir Eyal is like getting a backstage pass into the minds of your users. Eyal's four-step Hook Model is like a magician's trick, revealing the secrets behind why we can't put certain products down.
Triggers: First, those sneaky little prompts that nudge us to take action, whether it's a notification or just a feeling. Triggers can be external (such as notifications) or internal (like emotions or thoughts)
Actions: This second step focuses on making the desired behavior as effortless as possible. Eyal discusses the importance of reducing friction and designing intuitive user experiences. A great example given for this is the interface comparison of Yahoo! and Google when both were trying to make their mark in early days of conquering the search engine land. The image below gives a quick idea of the same.
3. Variable Rewards: Once we're hooked, it's all about Variable Rewards – the thrilling uncertainty of what we'll get when we engage. This creates anticipation and increases the likelihood of returning back.
4. Investment: This last phase encourages users to invest time, effort, or data into the product, increasing their commitment and likelihood of returning. This phenomenon is also known as the IKEA effect, which comes from the fact that people attached themselves more to the IKEA furniture than regular because they themselves invested in assembling it after delivery.
"Hooked" offers valuable insights into the psychology of user behavior and provides a roadmap for building products that create lasting habits and drive sustained engagement. The book greatly presents numerous examples to illustrate how each step is integral part of the entire Hook Model.
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