Introduction
“Hooked: How to Build Habit-Forming Products” by Nir Eyal provides a deep dive into the psychology and design of products that keep users coming back. The book introduces the “Hook Model,” a four-step process that companies can use to encourage user behavior and create products that form habits. These steps are Trigger, Action, Variable Reward, and Investment. Through various real-world examples, Eyal explains how successful companies leverage these principles to create addictive user experiences.
The Hook Model
- Triggers
Triggers are cues that prompt users to take action. They can be external, such as notifications, emails, or ads, or internal, like emotions, routines, or thoughts.
- External Triggers: An example is how Facebook sends notifications to users when they are tagged in photos or mentioned in comments, prompting them to check the app.
- Internal Triggers: Internal triggers are often tied to emotions. For instance, users might open Instagram when they feel bored or lonely, seeking connection and entertainment.
- Action
Action is the behavior that follows the trigger. For a user to take action, they need sufficient motivation and ability. The simpler the action, the more likely users are to do it.
- Example: Twitter’s ease of tweeting, with a character limit that simplifies content creation, makes it easy for users to engage quickly. The simplicity of clicking a “like” button on Facebook or Instagram is another example.
- Variable Reward
Variable rewards are the unpredictable results of taking an action, which can create a sense of anticipation and excitement. This unpredictability is what makes slot machines addictive and is used by many digital products.
- Example: On Pinterest, users never know what inspiring images they might find next. This uncertainty and the thrill of discovery keep them scrolling. Similarly, checking email involves variable rewards; the next email could be something exciting or important.
- Investment
Investment involves the user putting something into the product, which increases their commitment and likelihood of returning. This can be time, data, effort, social capital, or money.
- Example: LinkedIn users invest time in building their profiles and networks. This investment makes them more likely to return and engage with the platform. Another example is when users upload photos to Facebook or Instagram, making them more invested in the platform.
Case Studies and Examples
Facebook uses a combination of triggers, actions, variable rewards, and investments to keep users engaged. Notifications (external triggers) prompt users to check updates. The action of scrolling through the news feed is simple and rewarding. Variable rewards come from the unpredictable nature of what friends might have posted or liked. Investment happens as users upload photos, share posts, and interact with friends, making them more committed to the platform.
Instagram hooks users through visual and social triggers. Users often turn to Instagram to relieve boredom or seek social validation (internal triggers). The action of posting a photo or scrolling through the feed is easy. Variable rewards are found in the likes and comments on posts, which are not guaranteed but highly valued. Investment grows as users curate their profiles and engage with others, creating a personal and social investment in the platform.
- Amazon
Amazon uses email reminders and personalized recommendations (external triggers) to drive users back to the site. The action of browsing or purchasing products is straightforward. Variable rewards are present in the form of special deals, product recommendations, and customer reviews. Investment is seen in user-generated reviews, wish lists, and repeat purchases, which deepen their commitment to the platform.
Pinterest exemplifies the Hook Model through visual discovery. Users may turn to Pinterest out of boredom or a desire for inspiration (internal triggers). The action of pinning is simple and enjoyable. Variable rewards come from the unpredictable and often delightful content users find while browsing. Investment is made as users create and organize boards, making them more likely to return to the platform.
Practical Application
Eyal provides practical advice for applying the Hook Model:
- Identify Triggers: Understand the internal and external triggers that bring users to your product. Design features that leverage these triggers to prompt user engagement.
- Simplify Actions: Make it as easy as possible for users to take the desired action. Reduce friction by simplifying the user interface and minimizing barriers to entry.
- Provide Variable Rewards: Incorporate elements of unpredictability and surprise to keep users engaged. Ensure the rewards are aligned with the users’ needs and desires.
- Encourage Investment: Design features that encourage users to invest time, effort, or resources into your product. This could include user-generated content, personalization, or social interactions.
Ethical Considerations
Eyal addresses the ethical implications of designing habit-forming products. He stresses the importance of creating products that enhance users’ lives rather than exploit them. Designers should consider the long-term impact of their products and strive to create value that aligns with users’ well-being.
Conclusion
“Hooked” provides a comprehensive framework for understanding and designing habit-forming products. By leveraging triggers, actions, variable rewards, and investments, companies can create engaging and addictive user experiences. Through real-world examples from companies like Facebook, Instagram, Amazon, and Pinterest, Eyal illustrates how the Hook Model can be applied across various industries. The book serves as both a practical guide for product designers and a thought-provoking exploration of the ethics of user engagement.