How to Build Habit-Forming Products: Insights from “Hooked” by Nir Eyal
Introduction
As someone who is fascinated by the psychology of habit formation, I recently read “Hooked” by Nir Eyal, a book that delves into the four-step framework of building habit-forming products. In this blog post, I will share my key takeaways from the book and provide real-life examples of how the Hooked model has been applied successfully.
Triggers: The Spark Plug in the Engine
The first step in building a habit-forming product is the trigger, which Eyal describes as “the actuator of behavior.” A trigger can be internal or external, and it needs to be able to prompt a user to take action. For example, the notification on your phone that reminds you to drink water every hour is an external trigger, while the feeling of thirst is an internal trigger. A real-life example of this is the popular meditation app Headspace, which sends push notifications reminding users to meditate every day at the same time.
Actions: Done in Anticipation of a Reward
Once a trigger has prompted a user to take action, the next step is the behavior itself, which is done in anticipation of a reward. According to Eyal, “the behavior is done in anticipation of a reward.” The reward can be intrinsic or extrinsic and must provide the user with satisfaction. A real-life example of this is Instagram’s infinite scroll feature, which keeps users engaged with the app for longer periods by offering a never-ending stream of new content.
Variable Rewards: The Craving Creator
What sets the Hooked model apart from a plain feedback loop is the ability to create a craving. This is where variable rewards come in. A variable reward is one that is unpredictable and therefore more alluring. Eyal explains that
“what distinguishes the Hook Model from a plain vanilla feedback loop is the Hook’s ability to create a craving.”
A real-life example of this is the rewards of the tribe, such as the feeling of being accepted, attractive, important, and included, which social media platforms like Facebook and Twitter tap into.
Investment: Putting Something In
The final step in the Hooked model is the investment, where the user puts something into the product or service, such as time, data, effort, social capital, or money. This step makes it more likely that the user will return and continue using the product or service. A real-life example of this is how Amazon encourages users to create wishlists and save items to their cart, making it easier for them to come back and make a purchase later on.
Conclusion
In conclusion, “Hooked” by Nir Eyal offers valuable insights into building habit-forming products that can enhance our lives through healthful behaviors. By following the Hooked model of Triggers, Actions, Variable Rewards, and Investment, companies like Facebook, Twitter, and Snapchat have been able to create products that keep users coming back. As a product designer, I found the book to be a technical yet fascinating read, and I highly recommend it to anyone interested in habit formation and product design.
