In the book “Hooked,” Nir Eyal introduces a model for developing products that become an integral part of users’ daily routines. The Hook Model consists of four key phases: Trigger, Action, Variable Reward, and Investment. Let’s explore each phase in detail and understand how they contribute to creating habit-forming products.
The Concept of Habits
A habit is an automatic behavior triggered by situational cues, occurring with little to no conscious thought. Think about your daily routines: you open Twitter when you’re bored, check Facebook when you feel lonely, or search Google when you have a question. These actions are so ingrained that they feel almost natural.
Habits are powerful because they bypass conscious decision-making. The Hook Model leverages this power by creating products that become habitual solutions to users’ problems. This model is derived from studying successful habit-forming products and consists of four repeating phases.
The Hook Model Phases
1. Trigger
The process starts with a trigger, which prompts the user to take action. Triggers can be external, like notifications, advertisements, or calls to action, and internal, such as emotions or thoughts. Successful products transition users from relying on external triggers to internal triggers over time.
For example, an app notification (external trigger) reminds you to open the app. Eventually, feeling bored (internal trigger) prompts you to open it automatically. Initially, external cues are necessary, but over time, internal cues take over.
Triggers are the starting point of the habit loop. External triggers are easy to identify and create, such as an email reminder, a pop-up message, or a friend’s invitation. Internal triggers are more subtle and powerful, as they are embedded in the user’s emotions and daily routines. When users start associating a product with their internal triggers, such as boredom or loneliness, the product becomes a habitual part of their lives.
2. Action
The next step is action, which is the behavior performed in anticipation of a reward. For a user to take action, three elements must be present: motivation, ability, and a trigger.
B=MAT: Behavior happens when Motivation, Ability, and Trigger converge.
- Motivation: Users must have a desire to take action, driven by seeking pleasure or avoiding pain. This motivation can come from various sources, such as the desire for social approval, the fear of missing out, or the pursuit of knowledge.
- Ability: The action must be simple and easy to perform. The easier the action, the more likely the user will do it. Factors that influence ability include time, money, physical effort, brain cycles, social deviance, and non-routine.
- Trigger: A cue that initiates the behavior. Without a clear trigger, even the most motivated and capable users won’t take action.
For instance, clicking a “like” button on social media is a simple action that users are motivated to do for social approval. The action phase focuses on making the desired behavior as effortless as possible. The less friction there is, the higher the likelihood of the action being taken.
3. Variable Reward
Variable rewards are essential for keeping users engaged. Consistency can lead to boredom, but unpredictability creates anticipation and excitement. There are three types of variable rewards:
- Tribe Rewards: Social rewards like recognition and acceptance (e.g., likes and comments on social media). These rewards are driven by our need to connect with others and feel valued within a community.
- Hunt Rewards: The thrill of finding or obtaining something valuable (e.g., scrolling through endless feeds to find interesting content). This type of reward taps into our primal desire to search and discover.
- Self Rewards: Personal satisfaction from completing a task or overcoming a challenge (e.g., finishing a puzzle). These rewards are linked to our intrinsic motivation to improve ourselves and achieve goals.
Social media platforms keep users hooked by offering variable rewards in the form of new content and social interactions, maintaining user interest and engagement. The unpredictability of these rewards keeps users returning, hoping for a satisfying outcome.
The concept of variable rewards can be compared to playing a slot machine. You pull the lever (take action) in hopes of winning a prize (reward). The uncertainty of whether you’ll win or not creates excitement and keeps you engaged. Similarly, when users don’t know what new content or social interaction they might find, they are more likely to keep engaging with the product.
4. Investment
The final phase is investment, where users put something into the product, such as time, data, or effort. This investment increases the likelihood of future use. The more a user invests, the more they value the product.
Investment activities can include:
- Creating a profile
- Posting content
- Following others
These investments enhance the product’s value and tailor the user experience, making users more likely to return. For example, on Pinterest, users who upload images or post comments are investing in the platform, which customizes their experience and increases the likelihood of future engagement.
Investments are critical because they load the next trigger. For instance, when a user invests in a social media platform by adding friends and posting updates, they are setting themselves up for future notifications (triggers) that will bring them back to the platform. This creates a cycle of continuous engagement.
The Ethical Consideration
Reflecting on the Hook Model, I realize how many of my daily routines are influenced by habit-forming products. Understanding this model can help designers create more engaging and useful products while also highlighting the ethical responsibility of ensuring these habits are beneficial for users.
It’s essential for designers and developers to consider the ethical implications of creating habit-forming products. While the Hook Model can drive user engagement and business success, it’s crucial to use these techniques responsibly. Products should aim to improve users’ lives and not exploit their vulnerabilities.
For example, some apps use the Hook Model to encourage positive habits, such as fitness apps that motivate users to exercise regularly or educational apps that promote learning. On the other hand, products that lead to excessive screen time or unhealthy behaviors raise ethical concerns.
Conclusion
The Hook Model provides a framework for developing habit-forming products by creating a loop of triggers, actions, rewards, and investments. By understanding and implementing this model, designers can craft products that seamlessly integrate into users’ lives, fostering repeated and automatic use.
Final Thoughts
Creating habit-forming products is not just about keeping users engaged; it’s about solving real problems and enhancing their lives. As designers, we have the power and responsibility to build products that positively impact users’ habits and routines.
In summary, the Hook Model’s four phases — Trigger, Action, Variable Reward, and Investment — work together to create a cycle of engagement. By carefully designing each phase, we can develop products that users not only enjoy but also find valuable and beneficial. Understanding this model gives us the tools to create meaningful and lasting user experiences.
