Hooked
Guides creating products that engage users and shape their habits.
Summary of 7 Key Points
Key Points
- Understanding User Habits
- The ‘Trigger’ Phase
- The ‘Action’ Phase
- The ‘Variable Reward’ Phase
- The ‘Investment’ Phase
- Creating User Dependency
- Ethical Implications of Habit-Forming Products
key point 1 of 7
Understanding User Habits
The concept of user habits is based on the idea that a substantial portion of human behavior is driven by subconscious processes. Our behaviors become habits as they are continually reinforced through a process called ‘conditioning.’ The more we perform a certain action and experience a positive outcome, the more likely we are to repeat that action in the future. In the context of product design, this means creating experiences that are not only enjoyable but also result in the user wanting to repeat the experience. This creates a strong emotional connection between the user and the product, which can lead to strong user loyalty and increased product usage…Read&Listen More
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The ‘Trigger’ Phase
The ‘Trigger’ phase is the step where users are prompted to take action. It is the first phase in the four-step cycle, which also includes the Action, Variable Reward, and Investment phases. The trigger initiates the process by sparking the user’s interest or creating a need. The trigger can be internal or external. An external trigger is something in the user’s environment that tells them what to do next, such as a notification from an app or social media platform. On the other hand, an internal trigger comes from within the user. It’s usually an emotion or thought that compels the user to use the product or service, like feeling bored and deciding to pick up your phone to pass the time…Read&Listen More
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The ‘Action’ Phase
The ‘Action’ phase is a critical aspect, as it’s the stage where the user is persuaded to perform a certain action due to specific cues. This phase’s success depends on the ease with which the user can perform the action. It revolves around the understanding that behavior is driven by three core elements: motivation, ability, and trigger. These three components need to align concurrently for the behavior to occur. If either of the elements is missing at the moment of prompt, then the user doesn’t take action…Read&Listen More
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The ‘Variable Reward’ Phase
The ‘Variable Reward’ phase is a critical aspect that fuels the cycle of engagement. It is primarily about providing a sense of novelty and uncertainty, keeping users engaged and excited about what they might discover or achieve next. The rewards could vary from getting new content, like a social media post or an email, to gaining points or virtual goods in a game. The key is to keep the reward unpredictable, which creates a sense of intrigue and drives users to continue interacting with the product or service…Read&Listen More
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The ‘Investment’ Phase
In the ‘Investment’ phase, the user is encouraged to put something into the product or service which will improve the experience next time around. This is not necessarily a financial investment but could be something as simple as time, personal data, effort, or social capital. The key idea is that the user is making a commitment, thus increasing the chances that they will return and engage with the product in the future. This investment effectively stores value, creating a preference for the platform or tool because the more a user invests in it, the more valuable it becomes for them…Read&Listen More
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Creating User Dependency
Creating user dependency involves a process where a product or service becomes an essential part of the user’s life. This is achieved by building a habit-forming product or service that provides a solution to a problem or fulfills a need in a way that is better than alternatives. A successful product or service ‘hooks’ users by triggering an action, providing a variable reward, and encouraging an investment…Read&Listen More
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Ethical Implications of Habit-Forming Products
The ethical implications of creating habit-forming products are multifaceted. On one hand, the potential to influence user behaviour can lead to positive outcomes. If a product is designed to promote healthy habits, such as regular exercise or mindful eating, then the potential ‘hook’ can be viewed as beneficial. The powerful psychological triggers and rewards can help users adopt and maintain healthy behaviours in the long term. The habitual use of these products can lead to significant improvements in users’ quality of life, making it a potentially powerful tool for fostering positive change…Read&Listen More