Hooked: How to Build Habit-Forming Products (On a hook.) (Category Management)

Nir Eyal’s classic book explores how to create products that capture users and become an integral part of their daily lives. The book presents a hook model in the form of a process of four looped steps that allow you to form user habits. The following four parts of the model 1) Trigger (trigger): triggers user behavior through external signals (for example, notices) internal motivations (emotion). 2) Action (action)Behavior performed in anticipation of reward, which should be as simple as possible for the user. **3) Variable reward (variable)**The result of an action that retains users due to its unpredictable nature. **4) Investment (investment)**The user’s contribution in the form of time, data, effort or money, which increases the likelihood of returning to the product.

The author argues that using such a model allows you to create products that create a habit for users, which increases customer loyalty, and this can be used to monetize loyalty and earn more. Separately, the author analyzes ethical issues and notes that it is better to make products that form habits that really improve the lives of users. Otherwise, you can slide into a role similar to a drug dealer who relies on a product habit that ruins consumers’ lives.

Using this model, you can understand the approaches of known products.

1. Duolingo Created a habit-forming language learning experience: Trigger: Sends daily notifications about language learning goals. Action: Offers gamified, easily doable lessons. Variable reward: Provides experience points and achievements for a series of successes. Investment: Tracks progress and adapts learning paths based on user results. I did. use Duolingo and I have a continuous streak now in 2 year

2. TikTok It became very attractive using the hooked model: Trigger: External triggers include videos shared by friends, while internal triggers appeal to a desire to have fun. Action: Offers a simple account creation process and easy video viewing. Variable reward: Represents a steady stream of diverse, personalized short videos. Investment: allows users to create and share their own videos, increasing their attachment to the platform.

3. Slack It has become a popular platform for communication in the workplace and it also uses the hooked model: Trigger: Uses both external and internal triggers to grab users’ attention. Action: Offers a user-friendly interface for easy messaging and participation in channels. Variable reward: Delivers rewards in the form of positive feedback and performance notifications. Investment: Encourages user input through discussion and participation in projects. We used Slack before we used it. crossed to our Time messenger.

But there are standard problems with the model that can reduce its effectiveness. 1) Inconsistency with user needs Inability to understand users’ real problems or create solutions for non-existent problems 2) Excessive complexity of the model Too complex UX or too many features can alienate users 3) Ineffective reward systems If the rewards are too predictable, it is bad. At the same time, it is bad if they are inconsistent with each other and do not support the interest and motivation of users. 4) Neglecting the investment phase Too little or too much encouragement for users to contribute to the application will cause them to get off the hook. 5) Ethical issues Habits should be beneficial to customers, otherwise it is easy to fall on the dark side of the force.

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