Hooked: How to Build Habit-Forming Products by Nir Eyal (Hardcover)

“Hooked: How to Build Habit-Forming Products” by Nir Eyal is a groundbreaking book that explores the psychology behind habit formation and provides a framework for building products and services that keep users coming back for more. Published in 2014, it has become a seminal work in the field of product design and user experience.

At the core of Eyal’s book is the “Hook Model,” a four-step process that outlines how habits are formed and how they can be leveraged to create addictive user experiences. The model consists of four elements: trigger, action, variable reward, and investment.

1. Trigger: The trigger is what prompts users to take action. Triggers can be external (such as notifications or advertisements) or internal (such as emotions or thoughts). By understanding the triggers that drive user behavior, product designers can create experiences that encourage repeated use.

2. Action: The action is the behavior that the user performs in response to the trigger. Eyal explains how to design products that make it easy and rewarding for users to take the desired actions, using techniques such as simplifying the user interface and providing clear calls to action.

3. Variable Reward: The variable reward is what keeps users engaged and coming back for more. Eyal argues that providing variable, unpredictable rewards is key to forming habits, as it triggers the brain’s dopamine system and creates a sense of anticipation and excitement.

4. Investment: The investment is what motivates users to continue using the product over time. Eyal emphasizes the importance of getting users to invest time, effort, or data into the product, as this creates a sense of ownership and commitment that reinforces the habit loop.

Throughout the book, Eyal provides practical examples and case studies from companies such as Facebook, Twitter, and Instagram to illustrate how the Hook Model can be applied in real-world settings. He also discusses ethical considerations and the potential downsides of building habit-forming products, urging designers to use their powers responsibly.

“Hooked” is essential reading for product managers, designers, marketers, and anyone else involved in creating digital experiences. By understanding the principles of habit formation outlined in the book, companies can build products that not only meet users’ needs but also become an integral part of their daily lives.