Hooked - How to Build Habit-Forming Products


Key Take Away

  • Vitamin vs Painkillers
    Painkillers solve an obvious need, reliving a specific pain, and often have quantifiable markets.
    Vitamins, by contrast, do not necessarily solve an obvious pain point. Instead, they appeal to users’ emotional rather than functional needs.
  • Habits cannot form outside the Habit zone, where the behaviour occurs with enough frequency and perceived utility.
  • Habit-forming products alleviate user’s pain by relieving a pronounced itch.
  • Technique adapted from the Toyota Production system, described by Taiichi Ohno as the “5 Whys Method.”
  • Triggers come in two types – external and internal
  • External triggers tell the user what to do next by placing information within the user’s enviroment.
  • Internal trigger tell the user what to do next through associations stored in the user’s memory.
  • Negative emotions frequently serve as internal triggers.
  • The second step in the Hook is action.
  • Dr.B.J Fogg’s Behaviour Model. Motivational and Ability
  • Every behaviour is driven by one of three Core Motivators: seeking pleasure and avoiding pain; seeking hope and avoiding fear; seeking social acceptance while avoiding social rejection.
  • Heuristics are cognitive shortcuts we take to make quick decisions. Scarcity effect. The Framing Effect. The anchoring effect. The endowed progress effect.
  • Variable reward is the third phase of the Hook Model.
  • Three variable reward types; the tribe, the hunt, the self
  • Rewards of the tribe is the search for social rewards fueled by connectedness with other people.
  • Rewards of the hunt is the search for material resources and information.
  • Rewards of the self is the search for intrinsic rewards of mastery, competence and completion.
  • Investment phase is the fourth step in the Hook Model.

After getting to know about the Primer design process, it somehow lead me to this book. I am curious to know more about creating a app that is as sticky as facebook app. From the Facebook’s Second-Quarter Revenue Report, Mark Zuckerberg mentioned that an average U.S. consumer spend 40 minutes on social network each day. This, what happen if one make full use of the 40 minutes to learn something. Surprisingly, within those period, information is able to transfer from short-term memory to intermediate memory. And to transfer the information to a long term memory, it require 24 to 48 hours. Eventually, we can be efficient in our learning.

This require learning to be a habit ritual and this book has lay some interesting guideline which I have listed in the key take away. The only problem is that the book did not cover application for smart watch scenario.

What’s next
I will apply the pointers in the design process and use it to test some of the hypothesis.