Why do some products capture our attention while others don’t? What makes us return to one particular product over and over again? What does habit have to do with choice?
Take smartphones, for example. The fact remains we are hooked to them such that we pick them up instinctively. The urge to check our social media feed for a few minutes only to realise we are still scrolling an hour later is how these platforms have engineered a habit in us.
The products and services we use habitually alter our behaviour to ‘hook’ us to them so strongly that we tend to overlook its competitors, though they may be better. These hooks can be found in almost every experience that burrows into our mind and wallets. How can you create such a ‘habit-forming product to hook your customer?
The author explains that the first step to understanding the Hooked Model is to understand the habit zone: Why are habits important and how do they benefit your product. As he then elaborates, there are four steps to the Hooked Model: 1. Trigger 2. Action 3. Variable Reward 4. Investment
While the book demonstrates the model’s concept using examples from well know tech companies, the fundamentals are applicable to all product types. The idea is to use this model to ask the right questions pertaining to your product and its customer.
The Hooked model will not only help the product creator generate a prototype for habit forming technology, it can also be used to uncover potential weaknesses in an existing product’s habit forming potential. All these, together, improve your product’s marketability and performance.
As Nir Eyal says, “We often think the Internet enables you to do new things … But people just want to do the same things they’ve always done.