Build
Habit-Forming Products
“Hooked gives you the blueprint for the next generation of products. Read Hooked or the company that replaces you will.”
~Matt Mullenweg, Founder of WordPress.
Quotes
“The Hooked Model describes an experience designed to connect the user’s problem to a company’s product frequently enough to form a habit.”
“Habit-forming products often start as nice-to-haves (vitamins) but once the habit is formed, they become must-haves (painkillers).“
“To improve entrepreneurial outcomes and hold innovators accountable, we need to focus on the boring stuff: how to measure progress, how to set up milestones, and how to prioritize work.”
“Identifying areas where a new technology makes cycling through the Hooked Model faster, more frequent, or more rewarding provides fertile ground for developing new habit-forming products.”
Expert Reviews
“A must-read for everyone who cares about driving customer engagement.”
~Eric Ries, author of The Lean Startup.
“The most high bandwidth, high octane, and valuable presentation I have ever seen on this subject.“
~ Rory Sutherland, Vice-Chairman, Ogilvy & Mather
“You’ll read this. Then you’ll hope your competition isn’t reading this. It’s that good.“
~Stephen P. Anderson, Author of Seductive Interaction Design.
“I’ve learned a great deal from Nir, and you will too. He’ll help you design habits to benefit your users and your company.”
~ Dr. Stephen Wendel, author Designing for Behavior Change
Book Review
“Lean Analytics revolutionizes startup success by harnessing the power of data-driven decision-making.”
Hooked is a comprehensive guide on creating products that form and reinforce user habits. The book introduces the Hook Model, which is a four-step process comprising Trigger, Action, Variable Reward, and Investment. Each step is explored in detail, offering practical insights and real-world examples to illustrate how successful companies create products that captivate and retain users.
Eyal begins by explaining the importance of habits and how they can drive user engagement and business success. He introduces the concept of triggers, both internal and external, that prompt users to take action. For example, internal triggers are often emotional states like boredom or loneliness, while external triggers can be notifications or advertisements. This foundation sets the stage for understanding the entire Hook Model.
The action phase focuses on the simplicity of the behavior required to engage with the product. Eyal leverages B.J. Fogg’s Behavior Model, which posits that for any behavior to occur, three elements must converge: motivation, ability, and a trigger. The easier the action, the more likely the user is to engage repeatedly.
Variable rewards are central to maintaining user interest. Eyal categorizes these rewards into three types: rewards of the tribe (social rewards), rewards of the hunt (material rewards), and rewards of the self (intrinsic satisfaction). This categorization helps designers think about how to reward users in a way that keeps them returning for more.
The investment phase is where users invest time, data, effort, or money into the product, making it more valuable to them and increasing the likelihood of repeat use. Eyal emphasizes the importance of timing in asking for user investment to ensure it leads to further engagement rather than abandonment.
Overall, Hooked is a well-structured, insightful read for product designers, marketers, and entrepreneurs looking to understand the psychology behind user engagement. Its practical approach and real-world examples make it a valuable resource, though readers should remain mindful of the ethical considerations in applying these techniques.
Who should read this book
- Product Designers and Developers: Those involved in creating digital products and applications can benefit from understanding the Hook Model to design engaging and habit-forming experiences.
- Entrepreneurs and Start-up Founders: Individuals looking to build successful products from the ground up can learn techniques to drive user retention and engagement without relying heavily on costly marketing campaigns.
- Marketers and Growth Hackers: Professionals focused on user acquisition and retention can apply the principles outlined in the book to create more effective marketing strategies that drive long-term engagement.
- Behavioral Scientists and Psychologists: Those interested in the intersection of psychology and technology will find the book’s insights into human behavior and habit formation valuable for both academic and practical applications.
Author’s Bio
Nir Eyal is an acclaimed author, speaker, and behavioral design expert known for his bestselling books “Hooked: How to Build Habit-Forming Products” and “Indistractable: How to Control Your Attention and Choose Your Life.” With a background in psychology and business, Eyal has taught at the Stanford Graduate School of Business and Hasso Plattner Institute of Design, helping companies create engaging products and improve user behavior. Author’s website
Publisher’s Note
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.
Reading Lists Featuring This Book
9 Essential Books for Product Managers
Reader Reviews
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