Hooked How to Build Habit Froming Products

What's the secret behind compulsive habits that drive repeat behaviors, like frequently checking our smartphones or buying a daily latte?  How can we harness it for our own products?

Business psychologist Nir Eyal says the key is a…

4-Phase Hook Cycle

1. A trigger starts us thinking about the behavior, product  or service. Initially, it's external, like an ad or a referral. As the habit takes hold, the trigger becomes internal, a brain process that's like an itch we have  to scratch.
2. An action responds to the trigger. We're more likely to "scratch  the itch" if the action

is easy, or if the product  or service seems scarce (only 4 left), or if it's part of a special offer (buy one,  get one free) or a progression, like loyalty punch-cards.

3. The action earns a reward, which may be social (like feelings of acceptance and belonging), tangible  (like a prize or a piece  of information), or may just provide

a sense of personal achievement. Rewards should  vary, so they don't become predictable and boring.

4. After earning the reward, the individual is required to make  an investment - a commitment, like time, effort or money  that makes them want to repeat the action in pursuit of higher rewards. Each  investment has  effectively "cost" something, so the product  or service becomes a repository of stored value.

You can apply the Hook Cycle to your product  ideas by asking…

5 Key Questions

1. What "itch" will it relieve (internal trigger)?
2. What will bring the user to you (external trigger)?
3. What is the simplest action a user can take in anticipation of a reward, and can it be simplified further (action)?
4. Are users fulfilled by the reward yet left wanting  more (variable  reward)?
5. What must users invest and does their action store value?

By Nir Eyal