Hooked Resources & Top Articles on User Behavior
In an age of ever-increasing distractions, quickly creating customer habits is an important characteristic of successful products. How do companies create products people use every day? What are the secrets of building services customers love? How can designers create products compelling enough to “hook” users?
We’re on the precipice of a new era of the web. As infinite distractions compete for our attention, companies are mining user behavior analytics to master new tactics to stay relevant in users’ minds and lives. Today, just amassing millions of users is no longer good enough. Companies increasingly find that their economic value is a function of the strength of the habits they create. But as some companies are just waking up to this new reality, others are already cashing in.
Manufacturing Desire
But how do companies create a connection with the internal cues needed to form habits? The answer: they manufacture desire by guiding users through a series of experiences designed to create habits. I call these experiences “Hooks,” and the more often users run through them, the more likely they are to self-trigger. User behavior analytics plays a role here as well.
I wrote Hooked: How to Build Habit-Forming Products to help others understand what is at the heart of habit-forming technology. The book highlights common patterns I observed in my career in the video gaming and online advertising industries.
Trigger
The trigger is the actuator of a behavior—the spark plug in the Hooked Model. Triggers come in two types: external and internal. Habit-forming technologies start by alerting users with external triggers like an email, a link on a web site, or the app icon on a phone. By cycling continuously through these hooks, users begin to form associations with internal triggers, which become attached to existing behaviors and emotions. Soon users are internally triggered every time they feel a certain way. The internal trigger becomes part of their routine behavior and the habit is formed.
Action
After the trigger comes the intended action. Here, companies leverage two pulleys of human behavior – motivation and ability. To increase the odds of a user taking the intended action, the behavior designer makes the action as easy as possible, while simultaneously boosting the user’s motivation. This phase of the Hook draws upon the art and science of usability design to ensure that the user acts the way the designer intends.
Variable Reward
What separates Hooks from a plain vanilla feedback loop is their ability to create wanting in the user. Feedback loops are all around us, but predictable ones don’t create desire. Variable schedules of reward are one of the most powerful tools that companies use to hook users. Introducing variability multiplies the effect, creating a frenzied hunting state, activating the parts associated with wanting and desire. Although classic examples include slot machines and lotteries, variable rewards are prevalent in habit-forming technologies as well.
Investment
The last phase of the Hook is where the user is asked to do bit of work. This phase has two goals as far as the behavior engineer is concerned. The first is to increase the odds that the user will make another pass through the Hook when presented with the next trigger. Second, now that the user’s brain is swimming in dopamine from the anticipation of reward in the previous phase, it’s time to ask the user to give some combination of time, data, effort, social capital or money.
The investment implies an action that improves the service for the next go-around. Inviting friends, stating preferences, building virtual assets, and learning to use new features are all commitments that improve the service for the user. These investments can be leveraged to make the trigger more engaging, the action easier, and the reward more exciting with every pass through the Hook.
Super Power
A reader recently wrote to me, “If it can’t be used for evil, it’s not a super power.” He’s right. And under this definition, habit design is indeed a super power. If used for good, habits can enhance people’s lives with entertaining and even healthful routines. If used to exploit, habits can turn into wasteful addictions. Companies need to know how to harness the power of Hooks to improve peoples’ lives, while consumers need to understand the mechanics of behavior engineering to protect themselves from unwanted manipulation.
(This is an excerpt from a prior post. The original post can be found here.)
Please feel free to check out some of my resources and articles related to the Hooked Model below. You can also find additional articles about the Hooked Model and Consumer Psychology here.
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Top Articles and Resources for Hooked
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Everyone knows that multitasking destroys productivity, right? Haven’t we all seen studies and read articles telling us that it’s impossible to do two things at once? In some ways, that’s true. Lucky for you, I developed a method to multitask the right way. I call it “multichannel multitasking.”
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I’m surprised I ended up an author. I’m dyslexic, English is not my first language, and writing was always my worst subject in school. Just as surprising as my unlikely path are the mix of books that got me here.
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Overcoming distraction is the struggle of our time. Here are 4 simple steps to manage your wandering mind.
Why You’re Never Going to Be Satisfied With Life
Why are we perpetually restless and unsatisfied? The truth is, we’re not wired to feel content or satisfied. Here’s why that’s a good thing.
How a Morning Brain Dump Helps You Stay on Track All Day
Even when something is weighing on your mind, taking a minute to write it out can help you get the most out of your day. Here’s how…
The Key to Behavior Change is Identity Change
One of the most effective ways to change your behavior is to change your identity. I don’t mean joining the CIA or a witness protection program, or adopting an alter ego. I mean, rather, changing the way you see yourself.
How to Make Sure Working From Home Doesn’t Mean You’re Always Working
When large swaths of the U.S. population transitioned to work from home in March 2020, they lost that critical physical boundary between their work domain and other life domains. As a result, those facets of life have bled into each other, with work often taking precedence.
Planning Ahead Is the Key to Living With More Spontaneity
It seems counterintuitive, but spontaneity can’t happen without a bit of advanced planning. Only people with spare time can be spontaneous.
To Fix Your Problems, Find the Root Cause
Do you play pool? I sure don’t. But I know enough about the game to use it as a metaphor for the hidden reasons we don’t do what we say we will.
One Question to Help You Get More Done
It was 9 a.m. and Wendy, a freelance marketing consultant, knew exactly what she needed to do for the next hour: be in her office chair to write new client proposals, the most important task of her day. As she held her coffee mug with both hands and took a sip, a fantastic addition to the proposal entered her head. “This is going to be great!” she thought to herself. But before she had a chance to write down the idea — “Ping!” Her phone buzzed with a notification.
The Pursuit of ‘Flow’ Is Overrated
The idea of flow is considered by many to be the epitome of productivity. Also known as “being in the zone” or “hitting your stride,” flow captivates us with its promise of becoming so absorbed in what we’re doing that we tackle tasks effortlessly. That magical zone is great when you can find it. But what happens when you can’t?
How to Survive in a World of Information Overload
We live in a world of too much information, and it’s nothing less than a blessing. Throughout most of human history, access to knowledge was limited. Power equated to how much information you had access to. Kings built great libraries, and texts were rare and valuable things. Today, however, what was once scarce is abundant. We’re drowning in information.
How to Get a Friend to Put Away Their Phone Without Being a Jerk
Are we ever exclusively in our friends’ company? Our phones are almost assuredly present and ready to interrupt us with a poorly timed notification. Who hasn’t seen a friend divert their attention, mid-conversation, to reflexively check their phone? Most of us simply accept these interruptions as a consequence of our times. But there’s something you can do about it.
How to Tame Your Wandering Mind and Actually Get Some Work Done
You have a big deadline looming, and it’s time to hunker down. But every time you start working, you find that, for some reason, your mind drifts off before you can get any real work done. What gives? What is this cruel trick our brains play on us, and what do we do about it? Thankfully, by understanding why our mind wanders and taking steps to deal with distraction, we can stay on track. But first, let’s understand the root of the problem.
If You Don’t Plan Your Time, Someone Else Will
Most people are stingy with their money and generous with their time. We cut coupons, split checks, and debate whether we should buy a 99-cent app. However, when it comes to our time and attention, we give it away to anyone who wants it without thinking twice.
You Don’t Need a Mentor. You Need a Buddy.
When you’re struggling to achieve your personal or professional goals, do you ever wish you could speak with a famous mentor? If only you could connect with a super successful business leader like Jeff Bezos or Meg Whitman, then you’d have the answers you’re looking for. Surely they’d point you in the right direction, right?
Would You Rather Give Up Sex or Your Phone?
Every night, my wife and I engaged in the same routine: She put our daughter to bed, brushed her teeth, and freshened up. We both slipped under the covers, exchanged knowing glances, and started doing what comes naturally to a couple in bed: we began to lovingly caress our gadgets — she fondled her cell phone, while I tenderly stroked the screen of my iPad. Ooh, it felt so good!
Habit Tracker Template in Google Sheets
Many people strive to improve themselves in one way or another. Whether it’s getting more sleep and exercise, or spending more time doing the things we love, our ideal selves drive us to be better. They symbolize our belief in our own potential to live in alignment with our values.
The drive to improve is also why strategies and tools that enable us to track our behaviors are so potentially gratifying. It feels good to see ourselves moving closer to our goals.
Here’s How to Ensure Your Kids Don’t Spend the Entire Break Staring at Screens
It’s that time of year when kids have a long break from school and parents and guardians likely have some time off work. What will we do with all that free time?
I Changed My Mind About Saying “Merry Christmas,” and You Should Too
In fifth grade, I was the only Jewish kid in my elementary school class. This was the 1980’s in Central Florida and even though it was a public school, unaffiliated with any church and funded with taxpayer dollars, my teacher taped a poster to the wall in her classroom that read, “Jesus Is The Reason For The Season.” The Christmas specials on TV said Santa visited “all the children in the world.” The good ones got gifts. The naughty ones got lumps of coal. The Jewish ones got told Santa wasn’t coming to their house.
How the Ancient Greeks Beat Distraction
Distractions seem ubiquitous today, but they’ve always been a part of human life, even going back to Greek mythology. Here’s how to resist them.
Habits Are Overrated
These days, when someone says they want to form a “habit,” what they often mean is that they want to make drudgery effortless. That is, they don’t want to actually do the work, rather they want to have done it—past tense. The trouble is, trying to build a habit is often a self-defeating trap.
Need Motivation? Make a Price Pact
Probably the only research paper I’ll ever call “delicious” is one called, “A Tale of Two Pizzas.” In the study, researchers offered one group of people plain pizzas, plus the option to add ingredients for an additional charge. To a second group, they offered topping-loaded pizzas, with the chance to remove ingredients and pay less. Same thing, right? Of course, not…
Researchers Say We’re Trapped in a “Cycle of Distraction.” Here’s How to Break Free.
Let’s say you’re on a diet. You’ve cut calories and avoided junk food like a champ. But now you’re faced with a powerful adversary: chocolate cake. You somehow muster the strength to resist, but as you exit the kitchen, you can’t stop thinking about the chocolatey goodness you could’ve enjoyed. Abstinence can often backfire.
The Pinky Promise: Stick To It – Or Shed Some Blood
A pinky promise is a surefire way to make you do what you say you’ll do. People have a long history of breaking promises, to themselves and to others. For as long as people have been squelching on their commitments, they’ve tried to come up with ways to keep them. Consider the pinky promise.
Tame Daily Distractions With a ‘Precommitment Pact’
From Homer to Franzen, productive people lean on precommitments as a proven way to stick to their goals.Famed director Quentin Tarantino “never use[s] a typewriter or computer.” He prefers to write screenplays by hand in a notebook.Pulitzer Prize-winning author Jhumpa...