Nir Eyal’s book, Hooked, is all about how to create products that people will love and use again and again.
He breaks down his process into four steps: trigger, action, variable reward, and investment.
This is a good book for anyone who wants to create addicting products that consumers want to keep using. The information from this book can be applies to SaaS, Games and pretty much anything where you are hoping to tap into user’s intuition to keep using the product.
Here are 4 main steps that book discusses:
Triggers are anything that gets the user’s attention and starts the user’s journey. For example, a trigger could be an email notification or seeing a friend using a product.
Action is what the user does in response to the trigger. It is the simplest behavior done in anticipation of a reward. For example, clicking on a link in an email or opening an app.
Variable rewards are what keep the user coming back for more. They are not guaranteed, which makes them more exciting. For example, getting likes on a social media post or winning a game.
Investment is what the user puts into the product to make it more valuable to them. For example, adding friends on a social media site or taking the time to learn how to use a new feature.
Eyal’s book is full of examples of products that have used these steps to hook users, such as Facebook, Twitter, and Pinterest. He also provides tips on how to create products that people will love and use again and again.