How many times do you check your phone every day? Just think about that for a little. Or aimlessly scroll through your Instagram feed? Got any snaps today? You're right. You can't remember. I can't remember neither. These behaviors are already a part of us, so they feel natural. But are they?
Nir Eyal shows us in his book, Hooked, How To Build Habit-Forming Products, that almost all these habits are in fact programmed. He thus identifies the hook model, a 4 stages process, through which most companies (not all of them) can design products that stick into the people's minds and lives:
1. Trigger - A "kick" is required to set the process in motion. This can either come in the form of an external trigger, one that commends us to act, or in the form of an internal one, which appeals to our emotions or subconscious beliefs.
2. Action - The result of the trigger, performed under the presence of sufficient motivation and ability from the user's side. The simpler the action, the more often it will be repeated.
3. Variable reward - A rewards system is to be devised, with a gist though: variable perks (in terms of frequency, amount, etc.). Surprise users, don't just bore them.
4. Investment - This represents the user's commitment towards the product. How much time/data/effort is the user going to put into the product? More input results in a lower churn rate, since users will be less inclined to switch to another product.
The purpose of the model is to be repeated as often as possible, with shorter cycles every time. Of course, my portraying is oversimplified, but the book provides more examples and case studies, as well as a actionable list at the end of each chapter. Here are other 7 things I took from the book:
Let me know what other wisdom nuggets you've discovered in this book.