- Hardcover: 256 pages
- Publisher: Portfolio Penguin (6 Nov. 2014)
- Language: English
- ISBN-10: 0241184835
- ISBN-13: 978-0241184837
- Product Dimensions: 13.8 x 2.6 x 20.4 cm
- Average Customer Review: 125 customer reviews
- Amazon Bestsellers Rank: 1,379 in Books (See Top 100 in Books)
Hooked: How to Build Habit-Forming Products Hardcover – 6 Nov 2014
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A must-read for everyone who cares about driving customer engagement (Eric Ries, author of The Lean Startup)
The most high bandwidth, high octane, and valuable presentation I have ever seen on this subject (Rory Sutherland, Vice Chairman, Ogilvy & Mather)
The book everyone in Silicon Valley is talking about (Boris Veldhuijzen van Zanten, founder of The Next Web)
Hooked gives you the blueprint for the next generation of products. Read Hooked or the company that replaces you will (Matt Mullenweg, Founder of Wordpress)
You'll read this. Then you'll hope your competition isn't reading this. It's that good. (Stephen P. Anderson, Author of 'Seductive Interaction Design')
Nir's work is an essential crib sheet for any startup looking to understand user psychology. (Dave McClure, Founder 500 Startups)
When it comes to driving engagement and building habits, Hooked is an excellent guide into the mind of the user. (Andrew Chen, Technology Writer and Investor)
I've learned a great deal from Nir, and you will too. He'll help you design habits to benefit your users, and your company. (Dr Stephen Wendel, author of 'Designing for Behaviour Change')
If you're serious about designing seductive products that sell, Hooked is the only psychological toolkit you'll need (Nathalie Nahai, Web Psychologist and best-selling author of Webs Of Influence: The Psychology Of Online Persuasion (Pearson))
Draws on behavioural economics and neuroscience to examine why some products, games and television shows become habits, while others sink. This is useful knowledge for entrepreneurs, marketers and designers ... crucial to generating followers, viewers, consumers and revenues. It is also of wider significance (Financial Times Business Education)
About the Author
Nir Eyal spent years in the video gaming and advertising industries where he learned, applied, and at times rejected, techniques described in Hooked to motivate and influence users. He has taught courses on applied consumer psychology at the Stanford Graduate School of Business and the Hasso Plattner Institute of Design and is a frequent speaker at industry conferences and at Fortune 500 companies. His writing on technology, psychology, and business appears in the Harvard Business Review, The Atlantic, TechCrunch, and Psychology Today.
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I however read it as a consumer, who is becoming very mindful of how much tech I consume. So rather than read it as a 'how to' guide, I read it as a 'what to look out for' guide to make sure I use the internet productively.
It didn't disappoint. It was full of data, yet managed to be a very easy read.
The author also spent enough time, for me, discussing the ethics of persuasion for me not to be too concerned that this book will be used for nefarious reasons (though I am sure bad people will be able to use it to create addictive tech).
Either way it's important for the wider world to know these things
Eyal explains how products are addictive, with a simple four-step model:
- Trigger -What internal trigger is the product addressing or what external trigger gets the user to the product?
- Action – What is the simplest behaviour in anticipation of reward?
- Reward – Is the reward fulfilling, yet leaves the user wanting more?
- Investment – What ‘bit of work’ is done to increase the likelihood of returning?
For each stage of the model, there is an explanation of the science behind with some real-world examples of how these are implemented in products we all know.
The great news is that the science is simply explained, and not too academic – and at the end of the chapters there is a list of key takeaways coupled with some practical actions you can take to help the design of your product.
Later in the book, there is a chapter that deals with the ethical concerns of building an addictive product and an excellent case study of how to apply the theory in a real-world situation.
Hooked is concise enough that it can be read in a couple of days, but comprehensive enough that you can walk away with a clear understanding of how products become addictive, and how you can design products that people cannot put down.
I’d highly recommend Hooked to anyone that is looking to increase customer engagement with their product.
Billion pound valuations have been drummed up for companies such as Whatsapp, Snapchat and Instagram without taking a penny, because these apps were to become so heavily engrained into peoples lives. Attention comes first, monetisation second. These wild valuations come from the ability these apps have to make consumers use them everyday, all the time, with minimal conscious prompting. The book helps to establish the process apps go through to get to this habit forming status, following a ‘trigger’, ‘action’, ‘reward’, ‘investment’. It takes all four to create a habit forming product and have a longevity to success.
The book describes the reward elements that drive our actions. The needs of the self, the tribe, and the hunt. It puts many everyday things into perspective and gave me a greater understanding us to why we act as we do. I found this aspect particularly eye opening.
Overall I found this book extremely useful, and look forward to referencing it in the future. Highly recommend.
This book is written in simple terms and supported with relevant examples as well as historical research to take many points home.
Nir does an amazing job in sharing all the insights he has gathered in the past 2.5 years and turns it into a fascinating read (first book I finished in under 24 hours).
p.s. this could be a great gift to all those young teens wanting to be UX designers or are addicted gamers :)
Some ideas in here are great for enhancing replay but, I would draw the line at using the techniques to effectively bleed your audience dry of their cash especially if your audience consists of young children and teens.
I build / design products and I have gotten many excellent new ideas and improved understandings of concepts that i know will help me in my day job.
Well written and engaging to Joe Public and techies alike.
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I will be reading it again and recommending to colleagues.