Hooked
About this book
Eyal's four phase Hook Model of trigger, action, variable reward and investment describes how products build habitual use. Covers external and internal triggers, the Fogg behaviour model applied to reducing the effort of an action, the three reward types, and how user investment loads the next trigger. Closes with a chapter on the ethics of habit design and a manipulation matrix for classifying what you are building.
Description via Product Digest.
Topics
Related concepts
- ActivationThe early action that separates people who stay from people who leave, how a candidate action is found by comparing retained and churned cohorts, the two properties a usable definition needs, and the correlation at the centre of every activation finding.
- Engagement and frequencyHow often people come back, daily over monthly active users as a ratio with a worked case where two very different products report the same 20 per cent, counting active days in a period, and the natural frequency that sets the ceiling for any product.