Nir Eyal's "Hooked" explores how to build habit-forming products by understanding the underlying psychology of user behavior. The book presents the Hook Model, a four-phase process companies use to create customer habits: Trigger, Action, Variable Reward, and Investment. Through consecutive Hook cycles, products aim for unprompted user engagement, where users return repeatedly without relying on costly advertising.
The first phase, Trigger, cues the user to take action. External triggers are environmental stimuli like notifications, advertisements, or app icons. Internal triggers, on the other hand, are emotional states or routines that prompt product use, such as boredom or loneliness. Habit-forming companies strive to associate their products with users' internal triggers, making them the "first-to-mind" solution. Understanding user needs and the "whys" behind their desires is crucial for identifying these internal triggers.
The second phase, Action, is the simplest behavior a user performs in anticipation of a reward. According to Fogg's Behavior Model, an action occurs when the user has sufficient motivation, the ability to complete the action, and a trigger is present. To increase the likelihood of action, designers should focus on simplicity, reducing the time, effort, and cognitive load required. Examples include one-click logins and streamlined interfaces. Heuristics, cognitive shortcuts, can also be leveraged to influence user action by affecting their perception of effort and reward.
The third phase, Variable Reward, is what distinguishes the Hook Model from a standard feedback loop. Predictable rewards don't create desire; variability creates craving by activating the nucleus accumbens and releasing dopamine. Eyal identifies three types of variable rewards: Rewards of the Tribe (social validation and connection), Rewards of the Hunt (acquisition of resources or information), and Rewards of the Self (sense of mastery, competence, and completion). Effective variable reward systems satisfy user needs while leaving them wanting more. It's important to maintain a sense of user autonomy to avoid reactance. Experiences with infinite variability sustain user interest longer than those with finite variability.
The final phase, Investment, occurs when the user puts something of value into the product or service, such as time, data, effort, social capital, or money. This investment increases the likelihood of future engagement by leveraging psychological principles like the tendency to overvalue our work (IKEA effect), the desire to be consistent with past behaviors, and the avoidance of cognitive dissonance. Investments improve the service over time, making it more valuable and harder to leave due to stored value like content, data, followers, or reputation.
"Hooked" also addresses the ethical implications of building habit-forming products through the Manipulation Matrix, which categorizes creators as Facilitators, Peddlers, Entertainers, or Dealers based on whether they would use the product themselves and whether it materially improves users' lives. Eyal advocates for being a Facilitator, building products that both the creator uses and believes benefits users.
The book includes a case study of The Bible App as an example of a technology that successfully applies the Hook Model to foster a positive habit. The app utilizes triggers like notifications, provides simple actions, offers variable rewards through scripture and community interaction, and encourages investment through highlighting, bookmarking, and sharing.
Finally, "Hooked" discusses Habit Testing, a process for identifying how users become habitual, and where to look for habit-forming opportunities by observing nascent behaviors and leveraging new technological interfaces. The convergence of access, data, and speed is making the world increasingly habit-forming, presenting both opportunities and responsibilities for product builders.