Hooked shows you how some of the world’s most successful products, like smartphones, make us form habits around them and why that’s crucial to their success, before teaching you the 4-step framework that lies behind them. “Our brains are adapted to seek rewards that make us feel accepted, attractive, important, and included.”, “…people who observe someone being rewarded for a particular behavior are more likely to alter their own beliefs and subsequent actions.”, “…this technique works particularly well when people observe the behavior of people most like themselves or who are slightly more experienced (and therefore, role models).”. Anything longer than 140 characters is becoming a drag. “…after the first month, only 0.5 percent of users paid for the service; however, this rate gradually increased. And a clue why companies employ this tactic in the first place: “Companies that form strong user habits enjoy several benefits to their bottom line. When the three align, the customer can take the step of buying the product. I’d be more likely to go back to such a place – we all are. The rhythm of innovation can be maintained using the model. According to famed Silicon Valley investor Paul Graham, we haven’t had time to develop societal “antibodies to addictive new things.” Graham places responsibility on the user: “Unless we want to be canaries in the coal mine of each new addiction— the people whose sad example becomes a lesson to future generations— we’ll have to figure out for ourselves what to avoid and how.””, “Chris Nodder, author of the book Evil by Design, writes, “It’s OK to deceive people if it’s in their best interest, or if they’ve given implicit consent to be deceived as part of a persuasive strategy.”. In the introduction, we get a useful definition of habits: ““automatic behaviors triggered by situational cues”: things we do with little or no conscious thought.”. By month thirty-three, 11 percent of users had started paying. “Fogg states that all humans are motivated to seek pleasure and avoid pain; to seek hope and avoid fear; and finally, to seek social acceptance and avoid rejection”. “…many innovations fail because consumers irrationally overvalue the old while companies irrationally overvalue the new.”. We’re not aware that we’re lonely, but just a spark of loneliness or feeling of missing out will make us check Facebook. The formula is B=MAT, where B refers to behavior, M refers to motivation, A refers to the ability, and T refers to the trigger. “The fact is that successfully changing long-term user habits is exceptionally rare.”, “The enemy of forming new habits is past behaviors, and research suggests that old habits die hard. This chapter starts with some more details of why habits are good for companies. Social media can be used for this since social validation is considered a reward. Nir Eyal is now focusing on writing after developing, establishing and successfully selling 2 startups successfully (it took him 10 + years; let’s not make it sound too easy). However, the company must also focus on the moral implications of their product. His books feature a concept called “behavioral design”. This, and the inverse definition of habits, makes me think that we arrived at a point where moral question start to arise. Triggers are of two types – external and internal. These feelings can be negative or positive. The author Nir Eyal an MBA degree holder from Stanford Graduate School of Business. Although the Facebook and email checking seems alleviate our pain (or rather itch), they don’t. He’s a regular contributor for Forbes and TechCrunch, and in December 2013 his book on the psychology of technology products, Hooked, was published. /* Add your own MailChimp form style overrides in your site stylesheet or in this style block. Old habits die hard and few people have the foresight to see how new innovations will eventually change their routines. January 12, 2016November 24, 2020Niklas GoekeBusiness, Creativity, Culture, Entrepreneurship, Marketing, Psychology, Sales, Society, Technology. Read a quick 1-Page Summary, a Full Summary, or … “Fostering consumer habits is an effective way to increase the value of a company by driving higher customer lifetime value (CLTV): the amount of money made from a customer before that person switches to a competitor, stops using the product, or dies. “Our bodies are designed to reject alcohol and capsaicin, the compound that creates the sensation of heat in spicy food. If you also consider that almost half of its users check Facebook before getting out of bed, you get a good idea of the power of internal triggers. If the customers feel good, they will be motivated to remain with the company, thereby increasing the CTL. Opportunities usually are present before us. “The test subjects played a gambling game while Knutson and his team looked at which areas of their brains became more active. The book’s content is based on the author’s years of research, consulting, and practical experience. One group was given a blank punch card with eight squares; the other was given a punch card with ten squares that came with two free punches. Instead of thinking about a problem which must be solved, think about which problem you want to be resolved. This 30-minute expert guide is the official summary of Eyal's best-selling book, Hooked, and includes a foreword by the author. External triggers are needed to form habits, but these become internal in the process and are not needed later. In this finak chapter, Eyal provides some practical guidance for building habit forming products and makes some valid points about the future of technology. The key is apparently daily reading, which is initially triggered by the notification of the app, but later becomes a habit. This 30-minute expert guide is the official summary of Eyal’s bestselling book, Hooked, and includes a foreword by the author. No business can continue with the same product forever. (She would qualify as an addict to my mind, but let’s leave that aside for now. What responsibility do product makers have when creating user habits?”. As Eyal says, the app required him to keep a food diary, which he never did before so after a few days it became a pain and it eventually made him abandon the app entirely. The startling results showed that the nucleus accumbens was not activating when the reward (in this case a monetary payout) was received, but rather in anticipation of it.”, “The study revealed that what draws us to act is not the sensation we receive from the reward itself, but the need to alleviate the craving for that reward.”, “Novelty sparks our interest, makes us pay attention, and— like a baby encountering a friendly dog for the first time—we seem to love it.”. The first is a TV show, Breaking Bad, which starts out as really interesting and groundbreaking in many ways, but people lost interest after a while. Just by showing a status bar and informing the user that the end is near, people are a lot more likely to complete such series of actions. “People often anchor to one piece of information when making a decision.”. The hook cycle is built of four major steps. Change user behavior and retain customers with behavioral design and consumer psychology. If the behavior of the customer reveals that they do not see the value of the product, they will not invest in it either. This type of reward stems from our inherent need to belong. The Bible App was far less engaging as a desktop Web site; the mobile interface increased accessibility and usage by providing frequent triggers. Here's what you'll find in our full Hooked summary: The 4 key steps that addictive tech products use to ensnare you; Why user rewards need to be random and variable to have the strongest effect; How to build irresistible apps yoruself Via their advertisements and promotions, we cannot imagine our life without our phones. That’s why products that become part of people’s everyday lives can spread through the entire population like wildfire. From Nir Eyal, author of the best-selling "Hooked" book. “Googling occurs multiple times per day, but any particular search is negligibly better than rival services like Bing. It was the same thing, only wrapped in a different kind of paper. “We identified several features of Internet usage that correlated with depression,” “For example, participants with depressive symptoms tended to engage in very high e-mail usage … Other characteristic features of depressive Internet behavior included increased amounts of video watching, gaming, and chatting.”, Going back to the process of internalizing the trigger: “The association between an internal trigger and your product, however, is not formed overnight. Three ingredients are required to initiate any and all behaviors: Motivation defines the level of desire to take action. A company can design a habit-forming app by keeping all the factors in mind. Hard to say. And many more, who are hooked on other, similarly addictive products. Eyal is also an active angel investor and has taught at the Stanford Graduate School of Business. Frustration, boredom, indecisiveness and confusion work much in the same way. 1-Page Summary 1-Page Book Summary of Hooked . A company must understand how their products are habit-forming and how it changes customer behavior. Every annotation, bookmark, and highlight stores data (and value) in the app, further committing users. Either way, Nir Eyal’s book, Hooked, is a fascinating read. Up to a certain point of course: if it’s too difficult, people will still quit. We also have added access to high-speed internet, a vast online presence, and the ability to process faster. A bit may be a lot to someone else or to the same person under different circumstances. He illustrates the point with the widespread adoption of the QWERTY keyboard layout, even though it’s not the most efficient one. The same tactic is often employed by websites who’d like you to fill out a form or a survey. Thus, it is in the hands of the company to ensure the three pillars of behavior change are in place. Some check their phones first thing in the morning. Hence, keeping these in mind, a company must design their product. In Hooked: How to Build Habit Building Products, Nir Eyal provides the exact model that many digital products use to make us want to use it. According to Eyal, actions that are done less frequently will never become habits in a sense that they always involve a conscious choice. For a customer to be drawn to a product, they must see its value. “Painkillers solve an obvious need, relieving a specific pain, and often have quantifiable markets.”, “Vitamins, by contrast, do not necessarily solve an obvious pain point. A summary of “Hooked” by Nir Eyal. Dan Ariely comes to a similar conclusion in his book, Predictably Irrational, which I highly recommend to everyone reading this post. The must-read summary of Nir Eyal and Ryan Hoover's book: "Hooked: How to Build Habit-Forming Products".This complete summary of the ideas from Nir Eyal and Ryan Hoover's book "Hooked" provides the key to forming customer habits for your products and services. He continues: “Ubiquitous access to the web, transferring greater amounts of personal data at faster speeds than ever before, has created a more potentially addictive world. A hotelier will use a booking app until it keeps its reputation up. The reading plan provides a steady schedule and is built in a way that the easiest pieces come first so that users are not deterred by complex textures initially. The association may not form overnight, but it does form eventually. Then he softens that statement by referring to Weight Watchers, which is unquestionably and deliberately a habit forming product with an obviously acceptable purpose and no moral issues attached. Eyal cites some examples from advertising to illustrate the above and to explain how building on existing motivations can work in the designer’s favour. He is the founder of two start-ups, both of which have since been acquired, and he contributes regularly to magazines like Forbes, TechCrunch and Psychology Today. I just use it whenever I see something cool. In an experiment, one jar held ten cookies while the other contained just two. Summary of Hooked: by Nir Eyal with Ryan Hoover Includes Analysis: Summaries, Instaread: Amazon.sg: Books A customer will value a product only until it has storage value. He graduated from Standard University with an MBA and taught at Stanford’s Graduate School of Business. The Hook Model comprises of steps which can aid an entrepreneur to keep building and improving products. Read reviews from world’s largest community for readers. 1. Like this? Once this behavior is overcome, the customer will contribute to the CTL. Point is: get your user to agree to something that is very easily agreeable before you want them to sign the real deal. A public figure would value a social networking app as long as it can connect them to the world via followers. Required fields are marked *. Again, more on this in the appropriate chapter, but I don’t want to hide my suspicion that the potential dangers of habit forming products are underestimated in this book as well as by the general public. As much as a sense of competence, it’s a sense of achievement: the feeling of “I’m getting things done”, “I’m making progress” is what lies at the heart of this in my opinion. In this book, Nir Eyal explains the role of habits in successful products/services, and how you can use the 4-step Hook Model to shape customer behaviors and habits. While the user always has the power to quit, a significant number of people develop unhealthy addictions to habit forming products. It walks you through the steps that lead to forming new habits around a product using loads of real life examples and also offering a way to approach the inevitable moral questions. But when framed in the context of a concert hall, tickets would sell out in a few days at extremely high prices. Other forms of external triggers are viral videos or building a relationship with the users. In Hooked, author Nir Eyal distills years of research, consulting, and practical experience and provides a how-to guide for product development - a blueprint he searched for as start-up founder but never found. Learn they key concepts in Nir Eyal’s Hooked… in 30 minutes. By separating the verses into small chunks, users find the Bible easier to read on a daily basis; not knowing what the next verse will be adds a variable reward. Apps such as Instagram and Twitter, which measure a person’s success in numbers, is a good way to reward a customer. Companies who form strong user habits enjoy several benefits to their bottom line. The study of these tendencies requires research of the market and the strategies used by the competitors. If you use IMDB to look up movies, the next time you want to find out about a new movie, you won’t have to decide whether to go to Rotten Tomatoes or IMDB. In fact, there is ample evidence to suggest that our labour leads to love.”. Our innate reaction to these acquired tastes is to reject them, yet we learn to like them through repeated exposure. The future actions of the customer depend upon these tendencies. It is a four-phase method. Once they agreed to the first request, the second seemed much less outrageous so they complied. Nir Eyal is a writer, teacher and consultant who has long advised start-ups and other businesses on designing successful products. Products that change customer routines are less susceptible to attacks from other companies.”. Building a product with viral potential is a good start, but designing one with a short Viral Cycle Time (time it takes a user to invite another user) can make all the difference. Eyal warns that variable rewards are not a one-size-fits-all solution and demonstrates the point with the story of Mahalo, a platform similar to Quora, which gained significant traction, but never made it to mainstream, mostly because of its flawed reward scheme that involved money. Behavioral design is described using neuroscience, experiences, and economics. Read Full Summary . ), “External triggers are embedded with information, which tells the user what to do next.”. Hence, when a customer experiences the feeling, they will relate it to the product. It also determines whether the customer will change their behavior. Correspondingly, all entrepreneurs should have a good understanding of the principals behind building habit-forming products. If there are any obstacles in the path, the customer will repel the product. With time, improvements must be made. Nir Eyal is an American author, lecturer, and investor known for his best-selling book, Hooked: How to Build Habit-Forming Products. He is the author of the best-selling book Hooked: How to Build Habit-Forming Products (2014). We are habitual to being near our phones. For instance Google was not the first search engine, but it had the most simplistic look. There is a whole chapter dedicated to this aspect of the issue, but I must add right here that while according to Eyal “A habit is when not doing an action causes a bit of pain.”, taking it a step further, an addiction is when not doing an action causes a lot of pain. “If we could get users to enter just a little information, they were much more likely to return.” – says one of LinkedIn’s product managers. Essentially, people put the work in because of the acknowledgement they get from the community. The author’s own contribution to the debate comes in the form of the Manipulation Matrix. Since time and money are investments for a customer, they must be convinced that the product is worth it. Can a company ever become so confident as to advertise its direct competition (and make money off them)? Why Nir Eyal Wrote Hooked This act is not done consciously, nor does it take effort. Which is why “Reputation makes users, both buyers and sellers, more likely to stick with whichever service they have invested their efforts in to maintain a high-quality score.”, “Once users have invested the effort to acquire a skill, they are less likely to switch to a competing product.”. That’s not surprising if you know that it refers to evernote, a web app that makes collecting, storing, organizing and referencing pieces of content easy. Who would want to learn to use different tool, which creates much the same end product works in a very different way. His "Hooked Model" has 4 … Introduction. Then we get a quick overview of the Hook model, which “describes an experience designed to connect the user’s problem to a solution frequently enough to form a habit”: “…this book teaches innovators how to build products to help people do the things they already want to do but, for lack of a solution, don’t do.”. Connecting internal triggers with a product is the brass ring of consumer technology.”. The difference with these new technologies though, as compared to a sugar or tobacco addiction for instance, is that they rewire our brains. Amazon.com: Hooked by Nir Eyal. */, Your email address will not be published. “User habits are a competitive advantage. However, it contains the very same information as the book itself but in different words, but of course with the same clarity and message. ISBN: 1494277530 READ: Apr 10, 2014 ENJOYABLE: 6/10 INSIGHTFUL: 7/10 ACTIONABLE: 6/10. Since humans are social animals, we need to live within a group. For example, if a company launches a product that keeps boredom at bay, a customer will purchase it to not be bored anymore. I’d respectfully disagree with that. New habits need a foundation upon which to build. They act like solutions for their feelings. It can take weeks or months of frequent usage…”. While some industries can rely solely on external triggers, what gives habit forming companies an edge is they don’t need to. This case study introduces the Bible App of YouVersion works. The plans are also customizable in a way, there are 400 different plans to suit every need. That’s what is usually referred to as “ahead of its time”, which may be true some of the time, but the real thing might be that while the product itself is very much needed in the marketplace, its design prevents it from being adopted. According to the author, all these apps use the Hook model — finding ways to intertwine their usage into our daily lives, routines and habits. Hooked is an excellent (short) book on the use of psychology in product design. A question comes to mind and before searching your own mind, you search Google. When combined with all the triggers, the customer should be compelled to take the step. “Although the cookies and jars were identical, participants valued the ones in the near-empty jar more highly. Internal trigger – the customers are inherently drawn to the products. So design a product that requires incremental changes. The key thing to remember is don’t expect your users to make a big change or investment just to try your product. Eyal is a firm believer that the work we do influences our behavior. There are at least two hundred million people on the planet who compulsively check Facebook every ten minutes. Instead they appeal to users’ emotional rather than functional needs.”, “We feel satisfied that we are doing something good for our bodies— even if we can’t tell how much good it is actually doing us.”, “Habit-forming technologies are both. However, there are masses of people (according to this study 28% of Facebook users) who I’d refer to as latent addicts. “Industry estimates for pathological users of even the most habit-forming technologies, such as slot-machine gambling, are just 1 percent.”, “Even though the world is becoming a potentially more addictive place, most people have the ability to self-regulate their behaviors.”. Once this reward is mixed with monetary rewards though, people stay away as the money they could get usually doesn’t match the effort they make and the non-monetary rewards are much more powerful (and also variable) in this sense. A habit can be good, but it can also be damaging to the customers. Eyal ciets video games, email and codeacademy as examples. “Only by understanding what truly matters to users can a company correctly match the right variable reward to their intended behavior.”. To avoid the cognitive dissonance of not liking something that others seem to take so much pleasure in, we slowly change our perception of the thing we once did not enjoy.”, “Rationalization helps us give reasons for our behaviors, even when those reasons might have been designed by others.”. Download "Indistractable Book Summary, by Nir Eyal" as PDF. “When a product becomes tightly coupled with a thought, an emotion, or a preexisting routine, it leverages an internal trigger.”, “Internal triggers manifest automatically in your mind. They are placed where they are easily visible to the customer. They consistently show up in daily life and it is ultimately up to the user to opt in to allowing these triggers to appear.”. As technology becomes increasingly available to entrepreneurs of all backgrounds, design has become just as important as engineering. “Experiences with finite variability become less engaging because they eventually become predictable.”. The Hook Model comprises of steps which can aid an entrepreneur to keep building and improving products.The rhythm of innovation can be maintained using the model. Often, companies that do not wish to change their ways use strategies that can harm their customers. He is the author of the bestselling book, Hooked: How to Build Habit Forming Products. “Two groups of customers were given punch cards awarding a free car wash once the cards were fully punched. Nir Eyal answers these questions and many more) with the Hook Model – a four-step process that, when embedded into products, subtly encourages customer behaviour. So people liked the wine more that they thought was more expensive. Habit-forming companies tend not to rely on paid triggers for very long, if at all.”, “Earned triggers are free in that they cannot be bought directly, but they often require investment in the form of time spent on public and media relations.”, “One person telling others about a product or service can be a highly effective external trigger for action.”, “Owned triggers consume a piece of real estate in the user’s environment. The rationalization is the concept by which the mind alters the attitude to conform to a better notion. “Hooked: How to Build Habit-Forming Products” by Nir Eyal. the behaviour done in anticipation of the reward, The variable quality of a reward makes us come back and want more of the thing. But it’s also hard to deny that as a user, you appreciate the straightforwardness of a business that doesn’t want to sell to you by all means, and puts your interest before its own (by the looks of things at least). A company must not try to capitalize on an addiction to the product. Habit testing is like a review of the product. The product and its cost must be acceptable to the customer. Next, we’ll see some practical examples for this. Hooked: How to Build Habit-Forming Products by Nir Eyal – Summary and Key Takeaways. The reason why Amazon can afford to do that is because it’s become the “go to” shopping place as well as: “By addressing shoppers’ price concerns, Amazon earns loyalty even if it doesn’t make the sale and comes across as trustworthy in the process. The customer must first be motivated to buy the product. When a reward is regular, the brain stops to acknowledge it. Eyal grew interested in psychology and behavioral engineering, and “Hooked” is the result of his research. Novelty and improvement must be the focus of the company. The author mentions two examples here. These companies attach their product to internal triggers. Since customers are expecting a product, a reward will be an extra advantage for them. New technologies open up huge space for new habit forming products. What we’ve seen is only the beginning. Either way, Nir Eyal’s book, Hooked, is a fascinating read. The second example is that of Zynga, the company that created the insanely successful game, Farmville. “…people desire, among other things, to gain a sense of competency. The designer must make sure to enable the user to take action by making it easier than thinking about. It’s also important that “…asking users to do a bit of work comes after users have received variable rewards, not before.”, “The stored value users put into the product increases the likelihood they will use it again in the future and comes in a variety of forms.”. They know, they are on Facebook all the time, but they don’t know how it affects all other aspects of their lives. Perhaps a not so surprising, but nevertheless extremely important fact: “The convergence of access, data, and speed is making the world a more habit-forming place.”. According to a study, people valued the origami they made themselves way higher than those of similar quality, but made by others, and almost as high as professional quality. These are expensive but pay off in the long term. Some priests have also adopted the abb and use it in sermons instead of turning pages in bulky books, which accelerate the spread. On the opposite end of the scale, dealers create product that they would never use because they are aware of its harmful effects. “Users set future triggers during the investment phase, providing companies with an opportunity to reengage the user.”. While this matrix can be a useful tool if you’re having doubts about your own product (if you want to sell doughnuts for instance), it doesn’t offer any guidance with regard to the millions of people whose lives are falling apart, because they’ve developed an addiction to products created by perhaps well meaning (but profit oriented) Facilitators or Entertainers. Rewards can also be things that are required for survival – such as food. Consumer psychology expert Nir Eyal developed the “Hook Model” to put this brass ring closer to product developers’ grasp. Rewards of the self include things that are motivating. Anything we put our personal time and effort into, we value irrationally high. On the other hand, another health app, Fittocracy, work much better for him, because he instantly got support from the community, which kept him motivated, and there was nothing he had to do. 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