Why do some products capture widespread attention while others flop? What makes us engage with certain products out of sheer habit? Is there a pattern underlying how technologies hook us? Nir Eyal answers these questions (and many more) by explaining the Hook Model—a four-step process embedded into the products of many successful companies to subtly encourage customer behavior. Through consecutive “hook cycles,” these products reach their ultimate goal of bringing users back again and again without depending on costly advertising or aggressive messaging. Hooked, the book, is based on Eyal’s years of research, consulting, and practical experience. He wrote the book he wished had been available to him as a start-up founder—not abstract theory, but a how-to guide for building better products. Hooked is written for product managers, designers, marketers, start-up founders, and anyone who seeks to understand how products influence our behavior. Now, in this special webinar, he will explain the Hook Model using a number of captivating examples.

5. Hooked
@nireyal

6. Products can profoundly
CHANGE OUR BEHAVIORS.

7. 100’s of millions of
users…
…and 100’s of
millions of dollars.

10. A BEHAVIOR DONE WITH
CONSCIOUS
THOUGHT
LITTLE OR NO
hab·it

11. Habits can be used for good.

16. EXTERNAL TRIGGERS
The information for what to do next
is within the trigger.
Billboards SO
DA

17. INTERNAL TRIGGERS
The information for what to do next is informed
through an association in the user’s memory.

18. Negative emotions are POWERFUL INTERNAL TRIGGERS.
lost
indecisive
tense
fatiguedinferior
bored
confused
fear of loss
dissatisfied
powerless
discouraged
lonesome

19. People who are DEPRESSED CHECK EMAIL MORE OFTEN.
Source: Kotikalapudi et al 2012

20. When we feel LONELYwe use

21. When we feel UNSUREwe use

22. When we are BOREDwe use

23. Do you know your customer’s
INTERNAL TRIGGER?

24. What triggers make so habit-forming?

25. external triggers

26. of losing the moment.
solves the pain

27. But is
also a social network.
Urge to
preserve
Stresse
d
Lonely
Curious
FOMO
Bored

29. The
SIMPLEST BEHAVIOR
in anticipation of a reward.

30. Scroll

31. Search

32. Play

33. According to BJ Fogg, for any behavior to occur,
we need MOTIVATION, ABILITY, and a TRIGGER

34. “THE ENERGY FOR ACTION”
mo·ti·v
a·tion
-Edward Deci

35. THERE ARE SIX FACTORS
THAT CAN INCREASE
MOTIVATION.
Seeking
Pleasure
Avoiding Pain
Seeking Hope
Avoiding Fear
Seeking
Acceptance
Avoiding
Rejection
Source: Dr. BJ Fogg, Stanford University

36. ABILITY
the capacity to
do
a particular
action

38. Level of motivation and ability
determines if action will occur
TRIGGER
SUCCEEDS
TRIGGER
FAILS
ABILITY
MOTIVATION
Source: Dr. BJ Fogg, Stanford University

39. through the years
2009 2010 2011 2012 TODAY

40. 2009
2010 2011 2012
through the years
TODAY

41. 2009 2010 2011 2012
TODAY
through the years

43. studied by Olds & Milner.
NUCLEUS
It all starts with the
ACCUMBENS
Source: Olds and Milner, 1945

44. The nucleus accumbens
is activated when
we crave.

45. Olds & Milner
Not
exactly.
stimulating
pleasure?
Were

46. They were stimulating the
STRESS OF DESIRE.

47. Our reward system activates
with anticipation
Source: Knutson et al 2001

48. … and calms when
we get what we want.
Source: Knutson et al 2001

49. That’s the ITCH
we seek to SCRATCH.

50. There is a way to supercharge the stress of desire.

52. IS FASCINATING.
THE UNKNOWN
Variability causes us to
focus and engage

53. …and increases behavior.

54. The nucleus accumbens is
stimulated by variability.

55. 3 types of VARIABLE REWARDS
TRIBE HUNT SELF

56. TRI
SEARCH FOR
SOCIAL REWARDS

57. partnersempath competi

58. We Like social rewards.

59. HU
SEARCH FOR
RESOURCES

60. Stems from the hunt for food and resources

61. Hunt for variable material rewards

62. Hunt
for variable
information
rewards.

63. SEL
SELF-ACHIEVEMENT
SEARCH FOR

64. Leveling-up reflects MASTERY and COMPETENCY.

65. Inbox or task management reflects
CONSISTENCY and COMPLETION.

66. WARNING
Variable rewards are not a free pass.
Your product still must address the itch.

67. Build variable rewards that scratch the users itch,
but leave them wanting more.

69. Users “invest” for future benefits.
Social
Capital
Money
Time
Effort
Emotional
Commitmen
t
Personal
Data

70. Investments increase the
likelihood of the next pass
through the Hook in
TWO
ways.

71. 1.INVESTMENTS
LOAD THE
NEXT TRIGGER
OF THE HOOK.

72. Each new message posted on

73. is an open
invitation for an
external trigger to
be returned.

74. INVESTMENTS STORE VALUE,
improving the product with use.2.

75. CONTENT

76. DATA

77. FOLLOWERS

78. REPUTATION

80. Each pass through the Hook helps
SHAPE USER PREFERENCES AND ATTITUDES.

81. The HOOK Canvas
1. What internal trigger is
the product addressing?
2. What external trigger
gets the user to the product?
4. Is the reward
fulfilling, yet leaves the
user wanting more?
3. What is the simplest
behavior in anticipation
of reward?
5. What “bit of work” is done
to increase the likelihood of
returning?

82. THE MORALITY
OF MANIPULATION

83. Designing
habit-forming
products is a form
of manipulation.

84. Users take our technologies to bed.

85. They check our devices before saying “good
morning” to loved ones.

86. Quite possibly, the
“CIGARETTE OF
THIS CENTURY.”
- Ian Bogost

87. What
RESPONSIBILITY
do we have when
changing user behavior?

88. THE WORLD IS FULL OF PROBLEMS TO FIX.
Help others find meaning. Engage them in
something important.

89. We can DESIGN
HEALTHY HABITS
Photo: 7CupsOfTea.com

90. Build the
THE WORLD.
you want to see in
CHANGE

91. Take the survey. Get the slides.
www.OpinionTo.Us
@nireyal
www.NirAndFar.com