Hooked Summary - Vivek D
- 1. ed- Author: Nir Eyal, Editor: Ryan Hoover Book Summary -Vivek D
- 2. “ Habits= Repetitive Behaviors (often voluntary & triggered internally) Eg: Checking your Whatsapp without notifications
- 3. “ If being away from an action causes pain, it’s a habit. Eg: Checking or waiting for likes on your recent Linkedin Post
- 4. “ Access + Data + Speed = more Habit-forming products
- 6. “ The HOOK MODEL is a go-to tool for PMs. See how it works: User Problem → Frequent Solution → Habit = Higher CLTV
- 7. Smile Graph
- 9. How to move from Freemium to Premium? This graph shows how the subscribers of 'Evernote' initially fell down sharply, but rose high once it became their habit. y-axis= percentage of sign-ups x-axis= time spent on the service
- 10. 9x Better
- 11. New products can mark their presence only if they aren't just better, but 9 times better.
- 12. Why such a high bar? Because old habits die hard and new products or services need to offer dramatic improvements to change old habits.
- 13. Better products don’t always win.
- 14. Example “August Dvorak's Keyboard vs Qwerty” QWERTY beat better keyboards since people became habitual of using it and resistant to change later.
- 15. “ Behaviors are LIFO — Last in, First out.
- 16. “ For new behaviours to convert into habits, they must repeat.
- 17. Habit Zone
- 19. Frequency = how often the behavior occurs Perceived Utility = how useful and rewarding the behavior is in the user’s mind over alternative solutions Other examples: WhatsApp, Cure.fit
- 22. Flipkart, WhatsApp, Twitter, Linkedin, Cure.fit, Udemy were vitamins. Now, they are painkillers.
- 23. Now, how to make a Habit-forming Product? or Simply, how to Hook Users?
- 24. HOOKED Model
- 25. Hold on - Just 4 Steps
- 27. 1
- 29. Triggers cue the user to take action and are the first step in the Hook Model External Triggers: bits of information in users’ surroundings that prompt them to perform an action. Eg: notifications, ads, app updates Internal Triggers: driven by users’ emotions and associations stored in their memory. Eg: Negative emotions like loneliness, FOMO
- 31. Image Source: Visme.co Optimizing External Triggers is “Growth Hacking”
- 32. External → Internal Triggers approach is the successful habit-forming mantra *External Triggers target our senses: we can see, hear or touch them.
- 33. When we are unhappy with our health or shape
- 35. When we seek an opportunity
- 37. 2
- 39. “ The action is the simplest behavior in expectation of reward. *A trigger is effective only if it forces an action and promises a reward
- 41. Connect & Apply
- 43. Fogg’s Behavior Model The user’s behavior (or action) depends on three pre- requisites Flow: T → A → M Image Source: https://www.apptunix.com/
- 45. Motivation = “the energy for action” Three Core Motivators: 1. Desire for pleasure and/or avoidance of pain 2. Desire for hope and/or avoidance of fear 3. Desire for social acceptance and/or avoidance of rejection
- 46. 4 ways to Motivate Users: ● Scarcity Effect: We like to buy cookies from the jar which is going to be empty. ● Framing Effect: Same violinist playing at subway or playing in the concert hall. Whom'll you choose? ● Anchoring Effect: Sales or Buy-one-get-one-free things are generally costlier than without offer goods/things. ● Endowed Progress Effect: People get highly motivated when they believe they are nearing a goal. Eg: Cure.fit’s Energy Meter; LinkedIn Profile Strength Meter- already begins with a partially filled bar to motivate people that they aren't too far from the goal.
- 48. LinkedIn Profile Strength Meter Before: After:
- 49. How to improve Ability? “Focus on ease of use” Elements of focus to make easy-to-use products: 1.The Time it takes to use it ⬇ 2. The Money it costs ⬇ 3. The degree of Physical Effort involved ⬇ 4. Brain Cycles (The level of Mental Labor & Focus needed) ⬇ 5. The product’s Social Acceptability ⬇ 6. Non-routine: The degree to which it matches or disrupts current routines
- 51. “easier equals better” For Creating Truly Innovative Products: 1. Understand the reason why people use a product or a service 2. Note the steps customer must take to get the job done 3. Remove steps → Filter for the simplest process Eg: Instahyre (simplest job board to apply for a job) vs messy job boards which take hours to complete an application; Cluttered SuperApps vs Cure.fit
- 52. 3
- 54. “ 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 (Desire to get the reward). Eg: Rewards fuel our desire to check Email, Check Application status on LinkedIn
- 56. a) Rewards of the Tribe: gratification from others make us feel accepted, attractive, important and included. (Social Rewards) Eg: When we get 500+ likes on a post; 100 pending connections/friend requests on LinkedIn/Facebook
- 57. b) Rewards of the hunt: material goods, food, money, or information. (Survival Rewards) Eg: Getting next job through LinkedIn
- 58. c) Rewards of the self: mastery, completion, competency or consistency. (Intrinsic Value Rewards) Eg: Energetic and healthy feeling after an online Yoga session (on Cure.fit); In video games - earning power, new stages, new weapons.
- 59. “ The unknown is fascinating.
- 60. Rewards must not be Constant 1. Vary with time & process 2. Satisfy users' needs 3. Create re-engagement opportunities (for wanting more) Infinite Variability: Linkedin gives us something new to explore every time
- 61. “But you are free to accept or refuse” Always give the BOSS-FEEL to your customer. Let him choose. Eg: Gmail gave option to choose between old and new version
- 62. 4
- 64. Investment phase leverages small investments/inputs made by users for future returns. It prompts users to do a bit of work after they've received variable rewards. Eg.s: created content, inserted data, earned followers or reputation (Social Capital), gained skill, money In other words: Inviting friends, stating preferences, building virtual assets and learning to use new features
- 65. “ Anything the user puts their personal time & effort into, they value it irrationally high (IKEA EFFECT).
- 66. How does PUBG hook us? Click here: https://www.linkedin.com/posts/vivek- dangi_productpsychology-hookmodel- productmanagement-activity-6668012835408371712-NEjD
- 68. End of HOOK Model
- 69. Let's crackdown to even simpler...
- 70. How to find your product’s hook?
- 71. identify, codify and modify 1. Analyse the data → Identify how people are using the product 2. Process → Codify the analysed data → Study variable users (specifically habituals) → their actions, paths → generate new hypotheses 3. Modify → Shape your product to suit the needs of habitual users → reassess all users → evaluate changes → repeat the process
- 72. “ Observe the user in you. You might inspire the next-habit forming product or improve an existing one.
- 73. Thanks!