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Nir Eyal

Hooked : How to Build Habit-Forming Prod: How to Build Habit-Forming Products Hardcover – 6 November 2014

by Nir Eyal (Author)

4.6 7,123 ratings

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Why do some products capture our attention while others flop? What makes us engage with certain things out of sheer habit? Is there an underlying pattern to how technologies hook us? In this book, the author answers these questions with his years of research, consulting, and practical experience. It also provides readers with practical insights.

Print length

256 pages
Language

English
Publisher

Portfolio Penguin
Publication date

6 November 2014
Dimensions

13.8 x 2.5 x 20.7 cm
ISBN-10

0241184835
ISBN-13

978-0241184837
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Popular Highlights in this book

What are popular highlights?

Viral Cycle Time is the amount of time it takes a user to invite another user, and it can have a massive impact.
Highlighted by 3,590 Kindle readers
The study revealed that what draws us to act is not the sensation we receive from the reward itself, but the need to alleviate the craving for that reward.
Highlighted by 2,591 Kindle readers
“Take a human desire, preferably one that has been around for a really long time … Identify that desire and use modern technology to take out steps.”
Highlighted by 2,553 Kindle readers

From the Publisher

Hooked: How to Build Habit-Forming Products

Why do some products capture our attention while others flop? What makes us engage with certain things out of sheer habit? Is there an underlying pattern to how technologies hook us? Nir Eyal answers these questions (and many more) with the Hook Model - a four-step process that, when embedded into products, subtly encourages customer behaviour. Hooked is based on Eyal's years of research, consulting, and practical experience. He wrote the book he wished had been available to him as a start-up founder - not abstract theory, but a how-to guide for building better products. Hooked is written for product managers, designers, marketers, start-up founders, and anyone who seeks to understand how products influence our behaviour. Eyal provides readers with practical insights to create user habits that stick; actionable steps for building products people love; and riveting examples from the iPhone to Twitter, Pinterest and the Bible App.

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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Review

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

Gives an overview of one of the most interesting battles in modern business: the intense competition to create new digital products that monopolise people's attention -- Schumpeter ― The Economist

Principles derived from behavioral science play an increasing role in software design ... Among the most influential is Nir Eyal, an entrepreneur turned user-experience guru who has become Silicon Valley's most visible advocate of habit-forming technology ― MIT Technology Review

A must read for anyone looking to start a company or develop a product. It provides four actionable steps to attract users and to ensure that they continue to come back. -- Firas Kittaneh ― Entrepreneur

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, 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.

Product details

Publisher ‏ : ‎ Portfolio Penguin; Latest Edition (6 November 2014)
Language ‏ : ‎ English
Hardcover ‏ : ‎ 256 pages
ISBN-10 ‏ : ‎ 0241184835
ISBN-13 ‏ : ‎ 978-0241184837
Item Weight ‏ : ‎ 155 g
Dimensions ‏ : ‎ 13.8 x 2.5 x 20.7 cm
Country of Origin ‏ : ‎ United Kingdom

Best Sellers Rank: #1,005 in Books (See Top 100 in Books)
- #1 in Engineering & Technology (Books)
- #1 in Design & Fashion (Books)
- #2 in Business Entrepreneurship Textbooks

Customer Reviews:
4.6 7,123 ratings

About the author

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Nir Eyal

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Nir Eyal is the bestselling author of "Hooked: How to Build Habit-Forming Products" and "Indistractable: How to Control Your Attention and Choose Your Life."

He has taught at the Stanford Graduate School of Business and Hasso Plattner Institute of Design. His writing on technology, psychology, and business appears in the Harvard Business Review, The Atlantic, TechCrunch, and Psychology Today.

Nir blogs regularly at NirAndFar.com

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4.6 out of 5

7,123 global ratings

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4 star		22%
3 star		7%
2 star		1%
1 star		1%

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Mohammad Irfan Sheikh Sultan

Great product, on time delivery

Reviewed in India 🇮🇳 on 2 May 2023

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Pleased to get the book in good quality and within given time.

One person found this helpful

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Samir mendhe

Book quality ⭐⭐⭐⭐⭐

Reviewed in India 🇮🇳 on 9 April 2023

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Nagaraju MK

quick crisp read, some content is old

Reviewed in India 🇮🇳 on 2 March 2023

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A quick and crisp read - has a lot of relevant aspects for B2C. I like that the book takes on some grounding from psychology, habit forming and variable rewards. It has interesting examples of twitter, Pinterest that have been expressed as theories of establishing a hooked model. It misses some frameworks that can be put into practice which could’ve made the book more valuable

2 people found this helpful

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Yeshwanth Reddy

Must read for makers

Reviewed in India 🇮🇳 on 22 February 2023

Verified Purchase

Must read for everyone making products for the masses

One person found this helpful

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Achal Kagwad

A good one time read that provides a framework to understand the psychology of people as to why and how they get hooked to certain products.

Reviewed in India 🇮🇳 on 20 April 2022

Verified Purchase

A Pretty decent read.
Time Taken to read: 3 to 4 hours.
Elaborates on the framework
1. Trigger 2. Action 3. Variable Reward 4. Investment.
The case studies or egs mentioned in the book are mostly tech products, B2C like Facebook, Instagram. Ecommerce apps like Amazon, IKEA etc.

A good read for potential product managers.
Note: If you already know a lot about people psychology about buying products, the concept of how brain works- the happiness harmones like (Dopamine, Serotonin, Endorphin and Oxytocin) than this book may not add a lot of value. However you do not know, than definitely this book will add a lot of value to your learning.

This is not a book which explains product scaling strategies, numbers, analysis etc There are other books for those. This book deals with the psychology of people and what they look for in products that make(or break) their lives.

8 people found this helpful

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Kuldeep Sharma

I loved TAVI hooked model.

Reviewed in India 🇮🇳 on 26 January 2023

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I enjoyed the TAVI hooked model. The book is definitely worth reading for every product designer.

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Ashima Jain

A valuable read for those involved in product development.

Reviewed in India 🇮🇳 on 14 March 2020

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Why do some products capture our attention while others don’t? What makes us return to one particular product over and over again? What does habit have to do with choice?

Take smartphones, for example. The fact remains we are hooked to them such that we pick them up instinctively. The urge to check our social media feed for a few minutes only to realise we are still scrolling an hour later is how these platforms have engineered a habit in us.

The products and services we use habitually alter our behaviour to ‘hook’ us to them so strongly that we tend to overlook its competitors, though they may be better. These hooks can be found in almost every experience that burrows into our mind and wallets.
How can you create such a ‘habit-forming product to hook your customer?

The author explains that the first step to understanding the Hooked Model is to understand the habit zone: Why are habits important and how do they benefit your product. As he then elaborates, there are four steps to the Hooked Model:
1. Trigger
2. Action
3. Variable Reward
4. Investment

While the book demonstrates the model’s concept using examples from well know tech companies, the fundamentals are applicable to all product types. The idea is to use this model to ask the right questions pertaining to your product and its customer.

The Hooked model will not only help the product creator generate a prototype for habit forming technology, it can also be used to uncover potential weaknesses in an existing product’s habit forming potential. All these, together, improve your product’s marketability and performance.

As Nir Eyal says, “We often think the Internet enables you to do new things … But people just want to do the same things they’ve always done.

5 people found this helpful

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Jay Savla

Good read for product manager

Reviewed in India 🇮🇳 on 28 November 2022

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This book talks about how you can make a "good to have" product to "must to have".

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Graeme

It’s okay, if ...

Reviewed in the United Kingdom 🇬🇧 on 19 June 2019

Verified Purchase

... your thing is designing products that users can’t tear themselves away from. It feels like it was written before the current brouhaha about social media - the perils thereof. And that’s fine. Designers need to do that and all. I think, though, that I’m at a place where I want to look at tech differently, not in the language of disrupters and innovators and business, but as a thing that adds value - and not social media value - real value to humanity, whether at micro or macro level. I’m not sure this is really the book to give that part of you some cud to chew. But it offers lessons regardless of where your heart lies as a designer or indeed entrepreneur. And, as a slow reader myself, it’s not especially taxing in terms of time taken to read.

Plus he goes into some of the BJ Fogg material about behaviour and technology, which I think is handy.

Recommend? Yes, to a point. But I think it’s worth reading against some of this stuff too, perhaps balance with a bit of Jaron Lanier or Adam Greenfield or Carl DiSalvo? I reckon that’s the ticket.

50 people found this helpful

Johan

A guide to how you are being manipulated

Reviewed in the United Kingdom 🇬🇧 on 2 May 2017

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This book is largely aimed at entrepreneurs and tech people, for obvious reasons.

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

54 people found this helpful

Matt Rutherford

A great explanation of what makes products addictive, and world beating...

Reviewed in the United Kingdom 🇬🇧 on 1 February 2018

Verified Purchase

This is an excellent primer on the ‘value unit’, the individual nugget that fuels the network effect, and helps explain what makes some products world-beating.

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.

16 people found this helpful

Gavin Deadman

A must-read for everyone who cares about driving customer engagement.

Reviewed in the United Kingdom 🇬🇧 on 21 January 2021

Verified Purchase

In this book Nir Eyal provides a simple yet powerful model to help your customers form habits that connect their problems with your solutions.

The Hooked model focuses on:
An initial 'trigger'
Which drives an 'action'
Where you get a 'variable reward'
Which causes an 'investment' due to reciprocation

Nir provides some fascinating insights into how companies have successfully adopted this model eg. Facebook, Twitter, Spotify, Tinder and case studies from The Bible App and Fitbod, where Nir tells his story of the personal benefits he got from Fitbod.

Social media companies and video game makers know these tactics already, but Nir wrote this book so everyone can build products that help people do what they really want, but for the lack of good product design, don't.

A must-read for everyone who cares about driving customer engagement.

4 people found this helpful

StandiMC

Habit Creation Bible

Reviewed in the United Kingdom 🇬🇧 on 30 September 2016

Verified Purchase

Hooked is based around the four step process that causes products, apps to become habit forming. The battle most tech companies now face is the battle for consumer’s attention. The vast majority of the population now carry round with them a device that triggers their attention, businesses and services can get them thinking or acting in desired ways around the clock.

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.

9 people found this helpful

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