In today’s competitive market, creating a product that users return to repeatedly is crucial for success. Nir Eyal’s book “Hooked: How to Build Habit-Forming Products” provides a framework for understanding how to build such products. The core of this framework is the Hook Model, which consists of four key stages: Trigger, Action, Variable Reward, and Investment.
1. Trigger
Triggers are cues that prompt users to take action. They can be external, like notifications or emails, or internal, such as emotions or routines. The goal is to create a strong association between the trigger and the desired action.
Example: A notification from a social media app reminding you to check new messages.
2. Action
Action is the behavior that the user performs in anticipation of a reward. The action should be simple and easy to perform. The easier it is, the more likely users are to do it.
Example: Clicking on the notification to open the app.
3. Variable Reward
Variable rewards are the unpredictable outcomes that users receive after taking action. The variability of the reward keeps users engaged and coming back for more. This unpredictability taps into the brain’s craving for novelty and excitement.
Example: Seeing new likes, comments, or messages in the app.
4. Investment
Investment is the phase where users put something of value into the product, such as time, effort, data, or money. This investment increases the likelihood of future use because it creates a sense of ownership and attachment.
Example: Posting a new photo or updating your profile, which makes you more likely to return to see the engagement it generates.
Conclusion
The Hook Model provides a powerful framework for creating products that users can’t put down. By understanding and implementing these four stages—Trigger, Action, Variable Reward, and Investment—you can design products that form habits and drive user engagement.
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