Hooked: How to Build Habit-Forming Products by Nir Eyal


Habits — automatic behaviors triggered by situational cues.
Our behaviors were engineered
Before searching their brains, they query google
Products manufacture habits
Commonalities among winners
Stanford2012 — the science of influencing hum.behavior
1 trigger – extern, internal
2 action
3 variable reward – dopamine
4 investment
Everything becomes more potentially habit forming
Choice architecture
Trinity of access, data and speed — to create positive habits
Habits — behaviors done with little or no conscious thought
Habits – a pull of automatic scripts in basal ganglia
Vitamin + painkiller: nice-to-haves >> must-haves
Seeking pleasure / avoiding pain
Products that connect their problems with your sollution
How they resolve their problem now
Insta: I feel i need to grab it before it’s gone
By allowing notifications, i trade a share of my attention to someone else
Internal trigger is linked to personal emotion
Boredom, loneliness, frustration, confusion, indecisiveness are powerful triggers — a slight pain.
… a fear that a moment will be lost forever …
People do not know what emotions motivate them / they don’t think in such terms: they say ‘i want a coffee’, not ‘i’m feeling the lack of dopamine’
Declared preferences require neocortex, feeling and doing do not.
User narrative
Customer development
Usability studies
Empathy maps
Try asking why as many times as it takes to get to an emotion (the 5th why): Toyota
Understanding users pain
To initiate action, doing must be easier than thinking
Persvasive techn lab:
Suffic motivation – the energy for action /pleasure, hope, social rejection/
The ability to complete action
B = M A T
Cross an action line
Make the product that users already know how to use it and you’ve got a winner
Heuristics cognit.hacks
The appearance of scarcity encreases the value
Bell in the subway / wine: framing heuristic
Ankering effect
What draws us to act is not the sensation itself but anticipation (the need to alleviate the craving for that reward)
Becoming aware is a break of familiar studied cause-and-effect link. Novelty sparks our interest, makes us pay attention. And we seem to love it.
VarRew: tribe (social appreciation, validation, learning from others Bandura, honour points), hunt (persistant chasing, drivenn by purciut itself self (a feeling of completion and mastery)
But you are free technique
An element of mystery
New content and experiences
// due to interpretation, language and metaphor are potentially endless sources for variable reward //
The hardest thing to predict is behavior of other people: that is was keeps the game interesting
Finite and infinite variability
Giving users what they want is not enough to create a habit-forming product
We irrationally value our efforts
Our past is a good predictor of our future.
Rationalisation — changing attitudes and believes to adapt psychologically.
We believe in what we spend time on
Users do not stay hooked forever
We are all in the persuasion business
Sociatal antibodies to addictive new things
Manipulation matrix: facilitator, peddler, entertainer, dealer
Build on meaning and you can’t go wrong

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