Season 2 The Work of 6: Nir Eyal Hooked

The fantastic Nir Eyal is the bestselling author of two outstanding books on the psychology of attention. In this weeks episode, we explore Nir’s book HOOKED and how to create habit forming products.

Nir is the the author of Hooked: How to Build Habit-Forming Products and Indistractable: How to Control Your Attention and Choose Your Life. He has taught at the Stanford Graduate School of Business and Design School. He has also sold two technology companies since 2003 and now helps teams design more engaging products.

HOOKED

Hooked Model to make a product addictive

  1. TRIGGER
  2. ACTION
  3. VARIABLE REWARD
  4. INVESTMENT

Trigger – Internal and external

Start with external which becomes internal

Habit Zone

Benefits:

Customer Lifetime Value

Pricing Flexibility

Growth

Competition QWERTY keyboard

LIFO Last in first out (for habits you have)

Frequency of behaviour and

Perceived utility of behaviour

Products start as nice to have and become must haves

Alleviate discomfort through product

TRIGGER

External trigger have information that instruct what to do next

Reduce too many options

Types of External Triggers:

  1. Paid triggers
  2. Earned triggers (PR)
  3. Relationship triggers (REFERRAL)
  4. Owned Triggers (APP)

Goal is to not need any more external triggers

INTERNAL TRIGGERS

Feelings of boredom, loneliness, frustration, confusion, indecisiveness… need to quell them

Life filled with tiny stressors

Identify pain point

Find a product that alleviates pain

ACTION

BJ Fogg – Behavior = Motivation Action Trigger

Pleasure n pain, hope and fear and social acceptance not rejection

Make action easy:

Time, Money, Effort, Brain effort, Social Deviance, Non routine

Reduce effort better than increase desire

Scarcity, Framing, Anchoring, Endowed Progress

Action is simplest behavior in anticipation of reward

Trigger have when ability and motivation there

Clear trigger, increase ability, right motivator

Variable reward

Rewards of tribe – accepted, attractive, important and included

Rewards of hunt – pursuit acquire physical; objects for survival

Rewards of self – mastery self determination theory

Gamification – autonomy

Free to accept or refuse (reactance)

Experiences with finite variability less engaging because predictable

Inherent variability – google search

Investment

Consistent with Identity

Stored value that user puts into it… Content spotify, netflix

Followers

Reputation (maintain habit high score)

Skills (already invested)

USE HOOKED MODEL

  1. What do users really want?
  2. What brings user to your service?
  3. What is the simplest actions users can take for reward?
  4. Are users fulfilled by the reward yet wanting more?
  5. What investment do users do in product? (does it load triggers or store value to improve product experience)

Manipulation Matrix

Use it or not

Improves users life

Facilitator

Entertainer

Peddler

Dealer

 

Bible, Fitness App

Identify (How should use product)

Codify (habit path actions shared by loyal users)

Modify

 

Technology changes things and makes some habits necessary

 

GET THE HOOKED BOOK HERE

CHECK OUT NIR’S WEBSITE HERE

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