Nir Eyal

The Hook Model

Eyal introduces the Hook Model, a four-phase process that companies use to create habits: Trigger, Action, Variable Reward, and Investment. Each phase plays a crucial role in forming user habits. For example, a trigger might be a notification that prompts the user to take action, such as clicking on a link. The action is followed by a variable reward, which keeps the user engaged by offering unpredictable outcomes. Finally, the investment phase involves the user putting something into the product, like time or data, which increases the likelihood of future engagement. This model is exemplified by platforms like Pinterest, where users are drawn in by intriguing images (trigger), click to explore (action), find varied content (variable reward), and save or share pins (investment).

The Morality of Manipulation

The book delves into the ethical considerations of creating habit-forming technologies. It introduces the Manipulation Matrix, a tool to help designers assess whether they should attempt to hook users. The matrix categorizes creators into four types: Facilitators, Peddlers, Entertainers, and Dealers, based on whether they would use the product themselves and if it materially improves users' lives. 'The Hook Model is fundamentally about changing people’s behaviors; but the power to build persuasive products should be used with caution.' This framework encourages designers to reflect on the moral implications of their work and strive to create products that genuinely benefit users.

Investments in a product create preference because of our tendency to overvalue our work, be consistent with past behaviors, and avoid cognitive dissonance.

The Power of Habit-Forming Products

Habit-forming products are designed to create automatic behaviors in users, making them return to the product without conscious thought. Nir Eyal explains that '79 percent of smartphone owners check their device within 15 minutes of waking up every morning.' This habitual behavior is not accidental but engineered by product designers who understand the psychology behind user engagement. For instance, social media platforms like Facebook and Twitter leverage internal triggers such as boredom or loneliness to prompt users to check their feeds, creating a loop of habitual use.

Economic Value of Habits

Forming user habits is not just about engagement; it has significant economic implications. Companies that successfully create habits enjoy increased customer lifetime value (CLTV), pricing flexibility, and accelerated growth. Eyal notes that 'habit-forming products change user behavior and create unprompted user engagement,' which translates to higher revenues and lower marketing costs. For instance, Evernote's freemium model shows that as users become more habituated to the service, their willingness to pay for premium features increases over time, significantly boosting the company's revenue.

The Role of Triggers in Habit Formation

Triggers are essential in initiating and maintaining user habits. Eyal categorizes triggers into external and internal types. External triggers, like notifications or advertisements, prompt users to take action. For example, a Coca-Cola vending machine uses visual cues to encourage purchase. Internal triggers, on the other hand, are emotions or thoughts that prompt action without external stimuli. Eyal emphasizes, 'The ultimate goal of all external triggers is to propel users into and through the Hook Model so that, after repeated use, the trigger becomes internalized.'

Types of Variable Rewards

Eyal identifies three types of variable rewards that drive user engagement: rewards of the tribe, rewards of the hunt, and rewards of the self. Rewards of the tribe are social rewards, such as the connectedness felt when interacting with others. Rewards of the hunt involve the search for material resources or information, like the excitement of finding a rare item in a game. Rewards of the self are intrinsic rewards related to personal achievement and mastery. Email, for instance, combines all three types: social interaction (tribe), valuable information (hunt), and the satisfaction of managing one's inbox (self). 'Variable reward systems must satisfy users’ needs, while leaving them wanting to re-engage,' Eyal notes, emphasizing the need for a balanced approach to reward design.

Investment and Commitment

The final phase of the Hook Model is investment, where users put in effort, time, or resources, increasing their commitment to the product. This investment can take various forms, such as adding content, data, followers, reputation, or skill. For instance, users who invest time in building their LinkedIn profiles are more likely to return to the platform. Eyal explains, 'The more users invest time and effort into a product or service, the more they value it.' This concept is supported by the 'IKEA effect,' where people value products more when they have contributed to their creation. By encouraging user investment, companies can foster deeper engagement and loyalty.

Leverage Internal Triggers

Identify and connect your product to users' internal triggers, such as emotions or daily routines, to create a habit. For example, if your app helps with stress relief, ensure it becomes the go-to solution whenever users feel stressed.

Implement Variable Rewards

Introduce variability in the rewards your product offers to keep users engaged. This could be through new features, content updates, or personalized experiences that make each interaction unique and exciting.

Encourage User Investment

Design your product in a way that encourages users to invest time, effort, or data. This could be through features that allow users to customize their experience, save preferences, or contribute content, thereby increasing their commitment to the product.

Set Up Future Triggers

Use the Investment Phase to set up external triggers that will prompt users to return to the product. For example, integrate calendar notifications or reminders that align with users' schedules and needs.

Assess Ethical Implications

Use the Manipulation Matrix to evaluate whether your product is ethical. Ask yourself if you would use the product and if it materially improves users' lives. If you find yourself justifying your answers, reconsider your approach.

79 percent of smartphone owners check their device within 15 minutes of waking up every morning.

The technologies we use have turned into compulsions, if not full-fledged addictions.

Companies must learn not only what compels users to click, but also what makes them tick.

Habit-forming products start by alerting users with external triggers like an email, a website link, or the app icon on a phone.

Variable rewards are one of the most powerful tools companies implement to hook users.

Habit-forming products change user behavior and create unprompted user engagement.

Many innovations fail because consumers irrationally overvalue the old while companies irrationally overvalue the new.

For new entrants to stand a chance, they can’t just be better, they must be nine times better.

The enemy of forming new habits is past behaviors, and research suggests that old habits die hard.

A habit is when not doing an action causes a bit of pain.

The ultimate goal of all external triggers is to propel users into and through the Hook Model so that, after repeated use, the trigger becomes internalized.

When users form habits, they are cued by a different kind of trigger: internal triggers.

Emotions, particularly negative ones, are powerful internal triggers and greatly influence our daily routines.

By repeating ‘why?’ five times, the nature of the problem as well as its solution becomes clear.

Experiences with finite variability become less engaging because they eventually become predictable.

Variable reward systems must satisfy users’ needs, while leaving them wanting to re-engage.

The more users invest time and effort into a product or service, the more they value it.

Habit-forming technologies leverage the user's past behavior to initiate an external trigger in the future.

The Hook Model is fundamentally about changing people’s behaviors; but the power to build persuasive products should be used with caution.

Variable rewards are one of the most powerful tools companies implement to hook users;

Viral Cycle Time is the amount of time it takes a user to invite another user, and it can have a massive impact.

Investments in a product create preference because of our tendency to overvalue our work, be consistent with past behaviors, and avoid cognitive dissonance.

79 percent of smartphone owners check their device within 15 minutes of waking up every morning.

The technologies we use have turned into compulsions, if not full-fledged addictions.

Companies must learn not only what compels users to click, but also what makes them tick.

Habit-forming products start by alerting users with external triggers like an email, a website link, or the app icon on a phone.

Variable rewards are one of the most powerful tools companies implement to hook users.

Habit-forming products change user behavior and create unprompted user engagement.

Many innovations fail because consumers irrationally overvalue the old while companies irrationally overvalue the new.

For new entrants to stand a chance, they can’t just be better, they must be nine times better.

The enemy of forming new habits is past behaviors, and research suggests that old habits die hard.

A habit is when not doing an action causes a bit of pain.

The ultimate goal of all external triggers is to propel users into and through the Hook Model so that, after repeated use, the trigger becomes internalized.

When users form habits, they are cued by a different kind of trigger: internal triggers.

Emotions, particularly negative ones, are powerful internal triggers and greatly influence our daily routines.

By repeating ‘why?’ five times, the nature of the problem as well as its solution becomes clear.

Experiences with finite variability become less engaging because they eventually become predictable.

Variable reward systems must satisfy users’ needs, while leaving them wanting to re-engage.

The more users invest time and effort into a product or service, the more they value it.

Habit-forming technologies leverage the user's past behavior to initiate an external trigger in the future.

The Hook Model is fundamentally about changing people’s behaviors; but the power to build persuasive products should be used with caution.

Painkillers solve an obvious need, relieving a specific pain, and often have quantifiable markets.