Neil Eyal. On the hook (Hooked). How to create a sticky product

This is quite fresh reading – it was first published in 2014, but I heard about it only a few weeks ago.

In principle, this will be of interest primarily to marketers and people associated with startups. But if you are interested in thinking about the logic of the product – I advise you to read! The book is very easy and fast to read.

In short, all popular products (I mean services and applications) are based on the habit of their user, which, although an intangible asset, but really monetized!

The hook is a four-step process for forming a user habit.

Hook model
It consists of 4 stages:

trigger;
action;
variable remuneration;
investment.
The book beautifully describes the model of behavior of BG Fogg: D = M.V.T. (D – action; M – motivation; M – opportunity; T – trigger).

In this case, the motivators that control any behavior:

have fun / avoid pain;
have hope / avoid fear;
gain social recognition / avoid social rejection.
Personally, I was interested to read about such things as: the LIFO rule, the fivefold “why?” to clarify internal triggers, 6 elements of Fogg’s simplicity, heuristics (deficit effect, framing, anchor effects and significant progress), 3 types of reward (Tribe reward, booty reward, internal reward), dopamine, reactive resistance (if anything, this is a sharp negative reaction to the threat of autonomy), the cognitive dissonance of the user and many other interesting things.

And the book describes many cases in terms of user psychology. Among them: Facebook, Quora, Instagram, Dribbble, IKEA, MailChimp, LinkedIn, Twitter, eBay, Amazon, Adobe Photoshop, Tinder, Snapchat, Airbnb and even the series “Everyone is heavy”.

Despite the fact that after reading the book, I wanted to take down half of the applications from my smartphone (such as not to be manipulated), I find the book very useful and recommend it to marketers and designers.

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Categorized as Design