Why do some products capture our attention, while others flop?
What makes us engage with certain products out of habit?
Is there a pattern underlying how technologies hook us?
Products can profoundly change our behaviours. About 40% of what we do daily is purely out of habit.
“This book introduces readers to the “Hook Model,” a four steps process companies use to build customer habits. Through consecutive hook cycles, successful products reach their ultimate goal of bringing users back repeatedly — without depending on costly advertising or aggressive messaging. Hooked is a guide to building products people can’t put down.
Habits are build upon like the layers of a pearl. A design pattern companies used to build habit forming products, called a hook. A hook mainly has 4 parts: Trigger, Action, Investment and variable reward.
Connect the users problem to the companies’ solution.
- A trigger tells us what to do next. Those triggers can be External or Internal.
- External: Giving us small piece of information on what to do next such as the advertisement to buy the product.
- Internal: The information of what to do next is informed through an association in the user’s memory.
- When we experience certain emotion dictates what we do next, the action that we turn to with little or no conscious thought.
- Specifically Negative Emotions.
- People suffering from clinical depression check email more.
To change our mood.. What apps do we open when we feel lonely ? Facebook? Twitter?
When we feel unsure ? we use google.
To leave that painful internal triggered. That’s where TOTEM comes.
Figure 1: The poster designed by Ciara Hall.
Action: Simplest behavior done in anticipation of a reward.
It is simple as a scroll on Pinterest or a search on google
According to BJ Fogg, for any behavior to occur we need motivation, ability and trigger.