Eyal pursues an understanding of how the most addictive apps have influenced their users’ behavior. He studied models that worked and those that didn’t. From that research, he developed the “Hook Model,” which is an entrepreneur’s map to creating addictive technology. According to Eyal, hooking users is about providing meaningful and relevant triggers, actions, rewards, and investments. It is an infinite loop that must be maintained in order to maintain “hookededness” (my word, not Eyal’s. Trademarked.)
As a psychologist, I most valued Eyal’s insights and advice on using rewards and triggers. To be effective in the long term, the rewards must be variable. If they are not variable, it is less likely that the trigger for the desired behavior will move from being an extrinsic trigger (one that the app designer must activate every time) to an intrinsic trigger (one that the user subconsciously activates).
The book was practically inspiring. It made me feel like I could design an app that was meaningful to people. Eyal’s model and accessible explanations endow the reader with super powers in design. Suddenly, I felt like I understood how to hook people.