HOW TO GET

YOUR AUDIENCE

HOOKEDA SIMPLE GUIDE TO BUILDING HABIT FORMING PRODUCTS

79%USE SMARTPHONE USERS U

THEIR DEVICE 15 MINSWITHIN 1Y MORNINGOF WAKING UP EVERY

One thirdAMERICANS SAY THEY WOULD RATHER GIVE UP SEX

THAN LOSE THEIR CELL PHONE

100 timesSMARTPHONE USERS CHECK THEIR PHONES AROUND

THESE MANY NUMBER OF TIMES PER DAY

wE AREBELIEVE IT OR NOT

HOOKED

HOW DID THIS

HAPPEN?

hOW DID OUR ACTIONS

GET ENGINEERED?

emotionsINSTEAD OF RELYING ON EXPENSIVE MARKETING, HABIT FORMING COMPANIES LINK THEIR SERVICES TO USERS’

DAILY ROUTINES AND EMOTIONS

Feeling bored?

Check TWITTER!

Feeling Lonely?

CONNEct on fb!

Feeling curious?

google it!

first to mind solution

WINS

how do products create

HABIT?

let’s have a look at the

hook model of habit

forming products

trigger

investment

Action

reward

THE HOOK MODEL

trigger

TRIGGER IS THE ACTUATOR OF BEHAVIOUR - LIKE SPARK PLUG IN THE ENGINE. HABIT FORMING PRODUCTS START BY ALERTING USERS WITH TRIGGERS LIKE EMAIL, LINK ON

A WEBSITE, APP ICON ETC..

ACTION

ONCE THE USER IS INTRIGUED WITH ONE OF THETRIGGERS, THEY TAKE ACTION IN ANTICIPATION OF A

REWARD. CLICKING ON A LINK TO VISIT A PAGE IN ORDER TO FIND MORE CONTENT OF INTEREST IS ONE

SUCH ACTION.

REWARD

GETTING TREATED WITH CONTENT OF INTEREST ISTREWARD. CHECKING FACEBOOK TO SEE WHAT

VACATION PHOTOS FRIENDS HAVE SHARED, TWITTER FOR NEWS, PINTEREST FOR INSPIRATION.. AND SO ON!

INVESTMENT

THIS IS WHERE USERS DO THEIR BIT OF THE WORK. FOREG: SHARING PICS AND POSTS ON FB, WRITING TWEETS,

REPLYING AND RETWEETING.. MAKING A PINTEREST BOARD.. ANYTHING WHERE USERS ADD SOMETHNG TO

THE PRODUCT - TIME, EFFORT, DATA, MONEY..

INVESTMENTIS WHAT LOCKS THE USERS IN

ONCE THE USER HAS INVESTED A SIGNIFICANT AMOUNT OF TIME WITH THE PRODUCT, THE ODDS THAT THEY WILL

MAKE ANOTHER PASS THROUGH THE HOOK CYCLE ISGREATLY INCREASED.

HOOKEDBASED ON

BY NIR EYAL

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