Hondana
Hooked
By Nir Eyal
Penguin
Description
How do successful companies create products people can’t put down?
Why do some products capture widespread attention while others flop? What makes us engage with certain products out of sheer habit? Is there a pattern underlying how technologies hook us?
Nir Eyal answers these questions (and many more) by explaining the Hook Model—a four-step process embedded into the products of many successful companies to subtly encourage customer behavior. Through consecutive “hook cycles,” these products reach their ultimate goal of bringing users back again and again without depending on costly advertising or aggressive messaging.
Hooked is based on Eyal’s years of research, consulting, and practical experience. He wrote the book he wished had been available to him as a start-up founder—not abstract theory, but a how-to guide for building better products. Hooked is written for product managers, designers, marketers, start-up founders, and anyone who seeks to understand how products influence our behavior.
Eyal provides readers with:
• Practical insights to create user habits that stick.
• Actionable steps for building products people love.
• Fascinating examples from the iPhone to Twitter, Pinterest to the Bible App, and many other habit-forming products.
Summary by AI
Author's Background
- Nir Eyal is an author, speaker, and consultant. He is known for his expertise in behavioral design and how technology can be used to influence user habits. He has taught at the Stanford Graduate School of Business and is the founder of several startups.
Main Theme
- "Hooked" explores the "Hook Model," a four-step process that companies can use to create habit-forming products and services. The book delves into the psychology of user behavior and how to design products that keep users engaged and coming back for more.
Key Points
- The Hook Model:
- Trigger: The initial cue that prompts the user to take action (e.g., an email notification, a social media post).
- Action: The behavior performed in anticipation of a reward (e.g., clicking a link, scrolling through a feed).
- Variable Reward: The reward that satisfies the user's needs, but with an element of unpredictability (e.g., a new like, a new piece of content).
- Investment: The user's effort that increases the likelihood of returning to the product (e.g., adding friends, customizing settings).
- Habit Formation: The book explains how habits are formed through repeated cycles of the Hook Model.
- Ethical Considerations: Eyal addresses the ethical implications of habit-forming design and provides guidance on how to use the Hook Model responsibly.
- Practical Applications: The book offers practical advice and examples of how to apply the Hook Model to various products and services.
Reputation
- Positive: Widely praised for its practical framework and actionable insights into habit formation. It's considered a valuable resource for product designers, marketers, and entrepreneurs.
- Negative: Some critics argue that the book oversimplifies the complexities of human behavior and that the Hook Model can be used to manipulate users. Concerns have been raised about the ethical implications of creating addictive products.
Who Should Read It
- Product managers
- Entrepreneurs
- Marketers
- UX/UI designers
- Anyone interested in understanding how habits are formed and how technology influences behavior.
Similar Books
- "The Power of Habit" by Charles Duhigg
- "Influence: The Psychology of Persuasion" by Robert Cialdini
- "Thinking, Fast and Slow" by Daniel Kahneman
Readers
Reviews
Notes
Successful products offer first-to-mind solution
- Looking for information? -> open Google
- Feel bored or lonely? -> open Twitter, TikTok
Now, how can we make our product first-to-mind solution? That product need to follow the Hook Model.
The 4 Steps of the Hook Model
1. Trigger
- Start from external triggers (notifications, emails) and then move to internal triggers (first-to-mind)
2. Action
- Let users do some actions in the product. The action should be as easy as possible.
3. Variable Rewards
- Give users "unpredictable" rewards. Variable rewards increase the effect of dopamine
4. Investment
- Let the user put their time, effort, money, etc, so that the product becomes more customized and valuable for them. By doing so, the user have stronger connection to the product
