Issue 2 of Hooked
A hook is an experience designed to connect a user’s problem to a company’s solution with enough frequency to form a habit.
There are four parts to a hook: a trigger, an action, a reward and an investment.
Yes, that’s a really technical definition.
But let’s look at an example.
Susan is a young woman living in a medium-sized city. Susan moved to this city recently, and she uses Instagram to document her life and keep in touch with her friends all over the country.
When she feels bored (trigger), which is most days at work, Susan checks her Instagram feed (action). There, Susan sees all the pictures uploaded by her friends, but also scrolls through the pictures of zero-waste bloggers that she admires.
Sometimes, after she’s looked at all the photos of these people, Susan also searches for #zerowaste and #plasticfree to gather inspiration for this lifestyle that she’s aspiring to (reward). Before she knows it, she’s spent 45 minutes scrolling through Instagram.
Susan has made so many connections on Instagram, and she has shared so many photos that have gotten comments and likes, that she feels very attached to this community and decides to like and comment pics (investment). This, in turn, will make Susan turn to Instagram next time she’s in need of information or entertainment (the Hook cycle begins again).
In the rest of this micro-course, I will explain these four parts in-depth, and teach you how to leverage this knowledge to create products that users want to use over and over again.
Remember the service I asked you to think about in the previous bit? Take a few minutes and analyze it using the Hooked Canvas.
Good luck with today’s task!
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This is the bite-sized version of the book Hooked: How to Build Habit-Forming Products by Nir Eyal. The course (as well as the book) is written for product managers, designers, marketers and startup founders. It is designed for people who want to keep users coming back to their products on their own, without expensive advertising and spammy messages.
This course will help you build behaviors rather than just building products.
Not sure if you need this course? Well, consider this:
- 23,000 products are launched in the US every year, of which 80 percent will fail.
- 92 percent of all startups fail within three years.
- Less than one percent of apps in the App Store will be financially successful.
Sign up using the form below to get ten bite-sized and actionable lessons on how to create habit-forming services. The lessons will be delivered every weekday for two weeks. Most lessons include inspiring cases that show how real companies use the Hook Model.
The course is produced by the team at Daily Bits Of with the permission from Nir Eyal to use parts of his book and articles.
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