Summary
"Hooked" by Nir Eyal is a book that explores the psychology behind habit-forming products and services. The context of the book is the increasing prevalence of technology in our lives, and how companies are utilizing it to create products that are addictive.
The general idea of the book is that there are four key components to creating habit-forming products: trigger, action, variable reward, and investment. The trigger is what prompts the user to engage with the product, whether it be an external trigger (like a notification) or an internal one (like a craving). The action is the behavior the user takes in response to the trigger, and the reward is what they receive for taking that action.
The variable reward is important because it creates a sense of unpredictability that keeps the user engaged and coming back for more. Finally, the investment component refers to the effort or resources the user puts into the product, which creates a sense of ownership and makes it more difficult to switch to a competitor.
Throughout the book, Eyal provides examples of companies that have successfully implemented these four components, such as Facebook, Twitter, and Instagram. However, he also cautions against the potentially negative consequences of creating habit-forming products, such as addiction and distraction.
Overall, "Hooked" offers insights and strategies for creating products that keep users engaged and coming back for more, but also emphasizes the importance of responsible design and ethical considerations.
The general idea of the book is that there are four key components to creating habit-forming products: trigger, action, variable reward, and investment. The trigger is what prompts the user to engage with the product, whether it be an external trigger (like a notification) or an internal one (like a craving). The action is the behavior the user takes in response to the trigger, and the reward is what they receive for taking that action.
The variable reward is important because it creates a sense of unpredictability that keeps the user engaged and coming back for more. Finally, the investment component refers to the effort or resources the user puts into the product, which creates a sense of ownership and makes it more difficult to switch to a competitor.
Throughout the book, Eyal provides examples of companies that have successfully implemented these four components, such as Facebook, Twitter, and Instagram. However, he also cautions against the potentially negative consequences of creating habit-forming products, such as addiction and distraction.
Overall, "Hooked" offers insights and strategies for creating products that keep users engaged and coming back for more, but also emphasizes the importance of responsible design and ethical considerations.
Key ideas
1. Trigger -> Action -> Reward -> Investment (TARI) model: Hooked introduces the TARI model, which explains how habit-forming products create behavior loops by prompting a user with a trigger, guiding them towards an action, providing them with a reward, and compelling the user to invest in the product. By systematically tweaking these stages, companies can create habits in their users. For example, Facebook's "Like" button serves as a trigger, leading users to take an action of clicking the button, rewarding them with social validation, and encouraging them to invest more time on the platform.
2. Habit-forming products capitalize on users' psychological patterns: According to Hooked, humans are drawn to predictable patterns and are more comfortable engaging in behaviors that provide certainty and consistency. Habit-forming products cater to these patterns by providing a sense of continuity, consistency, and predictability, which increases user engagement. For example, Instagram's scrolling feature creates an endless feed of photos that users can continuously scroll through, keeping users engaged and entrenched in the app's habit-forming loop.
3. Design for user needs, not wants: Hooked teaches us that understanding the user's underlying need is more important than incorporating their surface-level wants. Companies should design products that target the underlying need and solve a user's pain points. For example, people want to feel connected with others, and Facebook's focus on strengthening human connections helps them cater to this deep-rooted need.
4. Create variable rewards that foster anticipation: Eyal argues that unpredictable rewards foster a heightened state of anticipation that keep users captivated and engaged. The anticipation of an exciting reward is an essential aspect of habit formation. For example, casino slot machines offer the unpredictability of an unseen reward, creating an enticement that keeps people playing for hours.
5. Invest in internal triggers: In Hooked, Eyal teaches that companies can create the possibility of an internal trigger by building an emotional connection with a user. The more emotionally invested a user is with a product or company, the more likely they are to trigger their own behavior loop. For example, the emotional connections and memories associated with Dunkin' Donut's coffee often cause customers to crave the product.
6. Balance ethical considerations with business objectives: Hooked acknowledges that habit-forming products can sometimes lead to negative consequences, such as addiction, and therefore, companies should balance ethical concerns with maximizing profits. According to Eyal, companies should provide users with tools and resources that allow them to control their usage and adopt healthy behavior patterns. For example, Apple introduced "Screen Time," a feature that gives users insight into their app usage, enabling them to make lifestyle changes.
2. Habit-forming products capitalize on users' psychological patterns: According to Hooked, humans are drawn to predictable patterns and are more comfortable engaging in behaviors that provide certainty and consistency. Habit-forming products cater to these patterns by providing a sense of continuity, consistency, and predictability, which increases user engagement. For example, Instagram's scrolling feature creates an endless feed of photos that users can continuously scroll through, keeping users engaged and entrenched in the app's habit-forming loop.
3. Design for user needs, not wants: Hooked teaches us that understanding the user's underlying need is more important than incorporating their surface-level wants. Companies should design products that target the underlying need and solve a user's pain points. For example, people want to feel connected with others, and Facebook's focus on strengthening human connections helps them cater to this deep-rooted need.
4. Create variable rewards that foster anticipation: Eyal argues that unpredictable rewards foster a heightened state of anticipation that keep users captivated and engaged. The anticipation of an exciting reward is an essential aspect of habit formation. For example, casino slot machines offer the unpredictability of an unseen reward, creating an enticement that keeps people playing for hours.
5. Invest in internal triggers: In Hooked, Eyal teaches that companies can create the possibility of an internal trigger by building an emotional connection with a user. The more emotionally invested a user is with a product or company, the more likely they are to trigger their own behavior loop. For example, the emotional connections and memories associated with Dunkin' Donut's coffee often cause customers to crave the product.
6. Balance ethical considerations with business objectives: Hooked acknowledges that habit-forming products can sometimes lead to negative consequences, such as addiction, and therefore, companies should balance ethical concerns with maximizing profits. According to Eyal, companies should provide users with tools and resources that allow them to control their usage and adopt healthy behavior patterns. For example, Apple introduced "Screen Time," a feature that gives users insight into their app usage, enabling them to make lifestyle changes.
Quotes
1. "The most addictive products hook us because they provide a sense of relief in a world that’s full of pain and uncertainty."
2. "Habits are behaviors done with little or no conscious thought."
3. "The Hook Model is a four-step process designed to create and maintain user habits."
4. "Variable rewards are one of the most powerful tools companies use to hook users."
5. "The most successful products are those that solve our most personal problems and tap into what we need as human beings."
6. "The more a product is used, the more it becomes a part of a user’s identity."
7. "Companies that build habits enjoy higher customer lifetime values, greater pricing flexibility, and lower customer acquisition costs than competitors."
8. "Users who regularly engage with a product or service are more likely to make referrals."
9. "Good design is not just about aesthetics; it’s about creating products that work seamlessly and intuitively."
10. "The most important metric for measuring the success of a product is whether it improves the lives of its users."
2. "Habits are behaviors done with little or no conscious thought."
3. "The Hook Model is a four-step process designed to create and maintain user habits."
4. "Variable rewards are one of the most powerful tools companies use to hook users."
5. "The most successful products are those that solve our most personal problems and tap into what we need as human beings."
6. "The more a product is used, the more it becomes a part of a user’s identity."
7. "Companies that build habits enjoy higher customer lifetime values, greater pricing flexibility, and lower customer acquisition costs than competitors."
8. "Users who regularly engage with a product or service are more likely to make referrals."
9. "Good design is not just about aesthetics; it’s about creating products that work seamlessly and intuitively."
10. "The most important metric for measuring the success of a product is whether it improves the lives of its users."
Action items
Step 1: Understand Triggers
- Identify the triggers that prompt users to take action
- Types of triggers are internal (emotions, thought patterns) and external (ads, notifications)
- Triggers work when they match users' motivations and abilities
Step 2: Create an Action
- Design an action that is easy to perform for the user
- It should fulfill the user's motivation and fit their abilities
- Reducing the friction between the user's desire to take action and the effort it takes to take that action
Step 3: Deliver a Reward
- The user should get a reward for taking the action
- The reward should be satisfying which motivates the user to repeat the action next time
- The reward should be variable which retains user interest in the product
Step 4: Invest in the user
- The user should feel a sense of investment while using the product
- Users should have a steady accumulation of resources (like followers, points, etc.)
- Users should have the liberty to build, track and access their progress in the product
- Identify the triggers that prompt users to take action
- Types of triggers are internal (emotions, thought patterns) and external (ads, notifications)
- Triggers work when they match users' motivations and abilities
Step 2: Create an Action
- Design an action that is easy to perform for the user
- It should fulfill the user's motivation and fit their abilities
- Reducing the friction between the user's desire to take action and the effort it takes to take that action
Step 3: Deliver a Reward
- The user should get a reward for taking the action
- The reward should be satisfying which motivates the user to repeat the action next time
- The reward should be variable which retains user interest in the product
Step 4: Invest in the user
- The user should feel a sense of investment while using the product
- Users should have a steady accumulation of resources (like followers, points, etc.)
- Users should have the liberty to build, track and access their progress in the product