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Hooked: How to Build Habit-Forming Products Hardcover – November 4, 2014

by Nir Eyal (Author), Ryan Hoover (Editor)

1,007 customer reviews

in Product Management

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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.

Hooked: How to Build Habit-Forming Products

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Editorial Reviews

Review

Voted one of the best business books of the year by Goodreads readers.

"With concrete advice and tales from the product-development trenches, this is a thoughtful discussion of how to create something that users never knew they couldn’t live without."
—Publisher's Weekly

“A must read for everyone who cares about driving customer engagement."
—Eric Ries, author of The Lean Startup

“The book everyone in Silicon Valley is talking about.”
—Boris Veldhuijzen van Zanten, founder of The Next Web

“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

“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

"Nir's work is an essential crib sheet for any startup looking to understand user psychology.”
—Dave McClure, Founder 500 Startups

"When it comes to driving engagement and building habits, Hooked is an excellent guide into the mind of the user."
—Andrew Chen, Technology Writer and Investor

“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

About the Author

Nir Eyal spent years in the video gaming and advertising industries where he learned, applied, and at times rejected, techniques described in Hooked to motivate and influence users. He has taught courses on applied consumer psychology at the Stanford Graduate School of Business, the Hasso Plattner Institute of Design, and is a frequent speaker at industry conferences and at Fortune 500 companies. His writing on technology, psychology, and business appears in the Harvard Business Review, The Atlantic, TechCrunch, and Psychology Today.

To learn more or to get in touch with Nir, visit nirandfar.com

See all Editorial Reviews

Product details

Hardcover: 256 pages
Publisher: Portfolio; 1 edition (November 4, 2014)
Language: English
ISBN-10: 1591847788
ISBN-13: 978-1591847786
Product Dimensions: 5.8 x 0.9 x 8.6 inches
Shipping Weight: 12.8 ounces (View shipping rates and policies)
Average Customer Review: 1,007 customer reviews
Amazon Best Sellers Rank: #2,291 in Books (See Top 100 in Books)
- #1 in Books > Business & Money > Marketing & Sales > Marketing > Product Management
- #1 in Books > Engineering & Transportation > Engineering > Industrial, Manufacturing & Operational Systems > Industrial Design > Products
- #3 in Books > Arts & Photography > Decorative Arts & Design > Industrial & Product Design

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Top customer reviews

This is the absolute best book on product development I've ever read

ByJ. Walneson August 23, 2014

Format: Kindle EditionVerified Purchase

If you're trying to build the next big app, you need user engagement. This book lays down a model building engagement by having users constantly return to your app. In the beginning this is prompted, but eventually it'll become instinct. This is how viral loops are formed.

It lays out the "Hook Model", a basic framework of the 4 key stages of each loop:

1. Trigger: How does the loop initiate? In the beginning this may be through external triggers (such as an email, notification, icon badge, etc) but through successive loops the user eventually creates internal triggers where a particular thought or emotion will send them back to your product.

2. Action: Once the user is aware they need to use your product (through the trigger), what it the simplest action they can perform to get some kind of reward. For example a Facebook "Like".

3. Variable reward: How are they rewarded for this behavior? This could be social validation (e.g. "my friends approve!"), collection of material resources (e.g. add a photo to a collection) or personal gratification (e.g. inbox zero). The "variable" part is important - rewards should not always be predictable, encouraging users to repeat the cycle.

4. Investment: Finally, the user needs to put something back in to increase the chance of repeating the loop. This could be content (e.g. a book in your Kindle), user entered data (e.g. profile information or linked accounts), reputation (e.g. something to gain a 5 star seller review), or a learned skill (e.g. I'm now really good at this software program). The investment also sets up the trigger to for the next cycle of the loop.

This book is a really easy read. I wanted something that would get to the crux of the problem and set out a practical framework of how to apply it with examples, without being overly verbose on history and research. It delivered.

22 comments 178 people found this helpful. Was this review helpful to you?YesNo

Great practical model for product development (and marketing)

ByShawn Kinkadeon May 30, 2014

Format: Kindle EditionVerified Purchase

I really enjoyed Hooked on a couple of different levels.

As a consumer and someone who's intensely interested in how much our world is changing with technology, the idea of engineering products based on psychology (and even Neurology) is really cool. It also puts a complete different perspective on the apps, games and products that we see every day - do they understand the Hooked model, which ones work, which ones don't, etc.

The other aspect that I found really interesting and useful was the clear and concise model. I don't currently do any product design but the concepts apply at some level to any kind of marketing and could be used (at least in part) for promoting a service business, a tangible product or even just ideas. Obviously those kinds of marketing efforts or products and services aren't likely to create new habits but it's still useful to think of them in some different ways.

It's a quick, easy read and one that I think most will get value from.

0Comment 7 people found this helpful. Was this review helpful to you?YesNo

Get into the mind of your customer

ByNathan Benaichon March 17, 2014

Format: Kindle EditionVerified Purchase

Nir's book is one that dives into the all important psychology of consumers to inform software designers and developers on how to use this knowledge as a lever towards achieving the holy grail of repeat usage of your app. Nir employs notable examples of success stories in the tech ecosystem and deconstructs techniques that proved successful across different product verticals to keep users engaged and fulfilled. It's a must read for startup founders, mentors, and investors alike.

0Comment 9 people found this helpful. Was this review helpful to you?YesNo

Solid research in an engaging, easy-to-understand format with immediately relatable examples.

BySoumya Nagesh Ashokon June 16, 2017

Format: HardcoverVerified Purchase

Reading this changed the way I think of the impact design can have in the user's experience. The analysis of behavioral patterns is fascinating and I have tried to apply the lessons from this in the experiences I design and the concepts and ideas always surface whenever I'm going through a new experience as a user. I have talked about this book to so many fellow professionals and encouraged them to read it. The aspect I like most about the book is that it paves the way for actual application in design - it is research presented in an interesting and digestible way. The examples and case studies are so accessible, so easy to understand and apply to the theory which really helps cements these concepts as they are immediately relatable to the products we use on a daily basis.

0CommentWas this review helpful to you?YesNo

Things that you (should) already know in a easy to approach package.

ByVesa Mestdtdhtion November 10, 2014

Format: Kindle EditionVerified Purchase

I have experienced that the principles presented in the book are correct. They might be hard to apply correctly and are not a magic bullet that would lead automatically to a great success. But they work.

"Hooked" model gives the principles an understandable framework. This makes applying them a bit easier than just having a set of psychological principles spread on your table.

While the principles and hooked-model is something you can apply the examples oversimplify the matter and have some logical fallacies. The corner cutting seems to do most harm when introducing finite variability with drama and game design, when it concentrates evolving the content and not the service.

If you can ignore the bad examples and can still pick the ideas behind the principles this book might prove valuable to you.

0Comment 3 people found this helpful. Was this review helpful to you?YesNo

The Secret to Driving Customer Engagement

ByClaude Forthomme (Nougat)on February 5, 2016

Format: Kindle EditionVerified Purchase

Engagingly written, this book is a brilliant application of behavioral psychology to business situations. As the Internet has lowered barriers to entry for new businesses – ushering in the age of digital startups, it has caused a veritable tsunami of new apps.Which one will win and become the next Facebook or Uber? This is a book that provides a neat way to answer this difficult question - anyone interested in this bright new world should read it and for start-up entrepreneurs, the advice is precious, something not to be missed. Highly recommended.

0CommentWas this review helpful to you?YesNo

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Most recent customer reviews

Five Stars

This book gave me a lot of great ideas about product management and marketing.

Published 5 days ago by Dana

Mandatory, one of the best if you're building software

Great book and very informative, especially for people that are building software. Mandatory, I should say ;)
Trigger -> Action -> Reward -> Investment (repeat)

Published 6 days ago by Amazon Customer

Product Design and Management is a very deep and esoteric ...

Product Design and Management is a very deep and esoteric discipline. If you really want to unlock the mysteries that will help you succeed, this is the book.Read more

Published 7 days ago by Kurt Stangl

THE guide to understanding user engagement

An invaluable tool when you're building products that rely on user engagement (so that's all of them then). I will read and re-read repeatedly until these lessons are embedded.

Published 8 days ago by sparklypips

Great book for startups and innovative companies

"HOOKED" is essential reading for any entrepreneur/manager/founder who's looking to start a business.Read more

Published 9 days ago by asaf

Five Stars

Great book. Taught me a lot.

Published 9 days ago by Nicholas Calabro

Great book!

Clear model with practical examples. Enjoyed it very much!

Published 9 days ago by Eran

One of the best books for product managers or start-up enthusiast

The frameworks and examples provided are up to the mark. I have it in my Kindle, and have read it multiple times. One of the best books for product managers or start-up enthusiast.

Published 9 days ago by Manish Kakati

Practic and insightful

I liked the practical exercises, and the concrete examples from other products, what word and what did not and why.

Published 10 days ago by Kindle Customer

Few examples

Almost stopped reading halfway because it wasn't a "How To", it was a "How They".

Published 10 days ago by PFULMTL

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