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Hooked: How to Build Habit-Forming Products Hardcover – November 4, 2014
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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."
“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
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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.
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.
Hooked is a must read for all members of the product team. Author Nir Eyal provides the game plan on how behavioral science is integrated in today's product development and the use of advanced technologies. He takes us through the obscured layers of user interactions and delivers the framework by which teams can build highly interactive and useful solutions.
I recently met Nir in Mountain View CA and had the chance to go much deeper into the questions of why behavioral science is a mandate for developing products in today's connected world. He's perhaps one of the most thoughtful product scientists who's capable of answering how to make products scale, but also on how to combine needs and the user's best interest.
He has delivered a powerful toolset that some people "labeled" an enabler for people to build products based on addictive use. That argument falls flat for the 99% of the useful products today. For the 1%, perhaps you can use your will and the power of economics and not buy them.
It's the single book that right now can give you a competitive advantage if you are in a tech-based business.
But the wisdom inside this book is even more valuable to those who can find a way to apply it to a business outside of the tech realm. That's when a blue ocean category can be created which will render the competition irrelevant.
My brain cogs are SO turning...
* Want to know how the big guys manage to get their users coming back for more?
* Every single day?
If you answered yes-yes-YES, "Hooked" is your must read for 2014. Nir Eyal shows us how the "hook" model works, step by step, and backs it up with plenty of scientific studies and real world cases that are already making the most of this model. You'll learn how to make the most of external and internal triggers to send users to your product, how to hook them whilst they're there and how to get them coming back through rewards and their own hard work.
"Hooked" is an easy read with lots of juicy information. At the end of every chapter you'll have the chance to apply your new found knowledge. So if you're interested in product design, UI/UX design or your in the process of building your own app, this book is a MUST.