Some of the techniques listed in Hooked: How to Build Habit-Forming Products may require a sound knowledge of Hypnosis, users are advised to either leave those sections or must have a basic understanding of the subject before practicing them.
DMCA and Copyright : The book is not hosted on our servers, to remove the file please contact the source url.
If you see a Google Drive link instead of source url, means that the file witch you will get after approval is just a summary of original book or the file has been already removed. Loved each and every part of this book. I will definitely recommend this book to business, non fiction lovers. Businesses skilled in behavior design guarded their secrets, and although I uncovered books, white papers, and blog posts tangentially related to the topic, there was no how-to manual for building habit-forming products.
I began documenting my observations of hundreds of companies to uncover patterns in user-experience designs and functionality. Although every business had its unique flavor, I sought to identify the commonalities behind the winners and understand what was missing among the losers. I looked for insights from academia, drawing upon consumer psychology, human-computer interaction, and behavioral economics research. In I began sharing what I learned and started working as a consultant to a host of Silicon Valley companies, from small start-ups to Fortune enterprises.
Each client provided an opportunity to test my theories, draw new insights, and refine my thinking. I began blogging about what I learned at NirAndFar. Readers soon began writing in with their own observations and examples. In the fall of Dr. Baba Shiv and I designed and taught a class at the Stanford Graduate School of Business on the science of influencing human behavior. The next year, I partnered with Dr.
These years of distilled research and real-world experience resulted in the creation of the Hook Model: a four-phase process companies use to forms habits. Through consecutive Hook cycles, successful products reach their ultimate goal of unprompted user engagement, bringing users back repeatedly, without depending on costly advertising or aggressive messaging.
While I draw many examples from technology companies given my industry background, hooks are everywhere—in apps, sports, movies, games, and even our jobs. Hooks can be found in virtually any experience that burrows into our minds and often our wallets. The four steps of the Hook Model provide the framework for the chapters of this book.
A trigger is the actuator of behavior—the spark plug in the engine. Triggers come in two types: external and internal. For example, suppose Barbra, a young woman in Pennsylvania, happens to see a photo in her Facebook News Feed taken by a family member from a rural part of the state.
By cycling through successive hooks, users begin to form associations with internal triggers, which attach to existing behaviors and emotions. When users start to automatically cue their next behavior, the new habit becomes part of their everyday routine. Over time, Barbra associates Facebook with her need for social connection. Chapter 2 explores external and internal triggers, answering the question of how product designers determine which triggers are most effective.
Following the trigger comes the action: the behavior done in anticipation of a reward. This phase of the Hook, as described in chapter 3, draws upon the art and science of usability design to reveal how products drive specific user actions. Companies leverage two basic pulleys of human behavior to increase the likelihood of an action occurring: the ease of performing an action and the psychological motivation to do it.
Once Barbra completes the simple action of clicking on the photo, she is dazzled by what she sees next. Variable rewards are one of the most powerful tools companies implement to hook users; chapter 4 explains them in further detail.
Research shows that levels of the neurotransmitter dopamine surge when the brain is expecting a reward. When Barbra lands on Pinterest, not only does she see the image she intended to find, but she is also served a multitude of other glittering objects.
The images are related to what she is generally interested in—namely things to see on her upcoming trip to rural Pennsylvania—but there are other things that catch her eye as well. Chapter 4 also explores why some people eventually lose their taste for certain experiences and how variability impacts their retention. The last phase of the Hook Model is where the user does a bit of work.
The investment phase increases the odds that the user will make another pass through the Hook cycle in the future. The investment occurs when the user puts something into the product of service such as time, data, effort, social capital, or money. Rather, the investment implies an action that improves the service for the next go-around.
Inviting friends, stating preferences, building virtual assets, and learning to use new features are all investments users make to improve their experience. These commitments can be leveraged to make the trigger more engaging, the action easier, and the reward more exciting with every pass through the Hook cycle.
Chapter 5 delves into how investments encourage users to cycle through successive hooks. Published on Oct 29,. Read the full comprehensive summary at Shortform. Modern technology has us addicted to its use. It just happened without your noticing it. Hooked provides a useful framework on how tech products build lasting habits in their users. Understanding this is useful for product designers and users alike. To initiate action in a habit, doing must be easier than thinking.
An action has three requirements:. To browse Academia. Skip to main content. You're using an out-of-date version of Internet Explorer. By using our site, you agree to our collection of information through the use of cookies. To learn more, view our Privacy Policy.
0コメント