Habit forming products

“Hooked”

Hook- Hook: is an experience designed to connect user problems to your

solutions with enough frequency to form a habit.

- Through successive cycles through this hooks:- Customer preferences are changed

- Tastes are formed

- Habits take hold

Hook4 parts of Hook:

- Trigger

- Action

- Reward

- Investment

Trigger- Call to action that tells user what to do next

- Two types of triggers- Internal trigger

- External trigger

- External trigger: tells user what to do next and the information is in the trigger itself

- E.g.: “Buy now”, “Tweet”

Trigger (cont.)- Internal Trigger: call to action and The information for what to do

next is informed through an association in user’s mind e.g.: emotion

- Form long-term relationship

- Negative emotion are powerful internal trigger

- What itch occurs through user’s day frequently that are going to attach the use of your product to

Internal Trigger

Action- Simplest behavior done in anticipation of a reward

- E.g.: play in youtube, scroll in Facebook and search in google

- For any behavior to occur we need:- b= m(motivation) + a(ability) + t(trigger)

- Motivation: The energy for action OR how much we want to do a particular behavior

Motivation- Six factors that increase motivation

- Seeking pleasure

- Avoiding pain

- Seeking Hope

- Avoiding fair

- Seeking social acceptance

- Avoiding social rejection

Ability- How easy or difficult a behavior is to do

- More important than motivation

- Six factors to increase or decrease ability:- Time

- Money

- Physical effort

- Brain cycles (harder to think)

- Social deviance (people like see do something)

- Non-routine

Trigger

Trigger (cont.)

Trigger (cont.)- We need to make the most intended behavior more likely to occur

Reward- Nucleus accumbens: the nucleus accumbens has a significant role

in the cognitive processing of motivation, reward (i.e., incentive salience, pleasure, and positive reinforcement)

- Nucleus accumbens is activated every single day through :- Luxury goods

- Sex

- Junk foods

- Technology

Reward- Nucleus accumbens becomes more active in anticipation of a

reward

- And become less active when we get what we want

- The Unknown is Fascinating

- Variability causes us to focus and engage

Reward

Reward- Nucleus accumbens is stimulated by variability

- 3 Types of variable rewards- Tribe

- Hunt

- Self

Reward of Tribe- Search for social rewards

- Things that feel good that have an element of variability and come from people

- E.g.: Facebook Newsfeed

Reward of the Hunt- Search for resources

Reward of the Hunt

Reward of the Self- Search for Self-Achievement

- Feel good have an element of variability but not come from people, feel good in & of themselves

- Searching for mystery and competency

- E.g. Leveling up in games reflects mystery and competency

- Also Inbox and To do list reflects consistency and completion

Internal trigger and Variable Reward- There is a connection between internal trigger and variable reward

- The purpose of variable reward is give people what they came for, to scratch the itch and leave people wanting more (leave mystery)

Investment- User put something into the product for future benefit

- Investments increase the likelihood of the next pass through the hook in 2 ways:

- Investment load the next trigger of the hook (Whatsapp message)

- Investment store value (improving the product with use)

- Content on pinterest

- Followers on twitter

- Reputation is form of stored value that user can take to the bank

Hook Canvas