Hooked: How to Build Habit-Forming Products by Nir Eyal (English) Hardcover Book

Description: Hooked by Nir Eyal Revised and Updated, Featuring a New Case StudyHow do successful companies create products people cant put down? Why do some products capture widespread attention while others flop? What makes us engage with certain products out of sheer habit? Is there a pattern underlying how technologies hook us?Nir Eyal answers these questions (and many more) by explaining the Hook Model—a four-step process embedded into the products of many successful companies to subtly encourage customer behavior. Through consecutive "hook cycles," these products reach their ultimate goal of bringing users back again and again without depending on costly advertising or aggressive messaging.Hooked is based on Eyals years of research, consulting, and practical experience. He wrote the book he wished had been available to him as a start-up founder—not abstract theory, but a how-to guide for building better products. Hooked is written for product managers, designers, marketers, start-up founders, and anyone who seeks to understand how products influence our behavior.Eyal provides readers with:• Practical insights to create user habits that stick. • Actionable steps for building products people love.• Fascinating examples from the iPhone to Twitter, Pinterest to the Bible App, and many other habit-forming products. FORMAT Hardcover LANGUAGE English CONDITION Brand New Author Biography Nir Eyal spent years in the video gaming and advertising industries where he learned, applied, and at times rejected, techniques described in Hooked to motivate and influence users. He has taught courses on applied consumer psychology at the Stanford Graduate School of Business, the Hasso Plattner Institute of Design, and is a frequent speaker at industry conferences and at Fortune 500 companies. His writing on technology, psychology, and business appears in the Harvard Business Review, The Atlantic, TechCrunch, and Psychology Today.To learn more or to get in touch with Nir, visit nirandfar.com Review Voted one of the best business books of the year by Goodreads readers."With concrete advice and tales from the product-development trenches, this is a thoughtful discussion of how to create something that users never knew they couldnt live without."—Publishers Weekly"A must read for everyone who cares about driving customer engagement." —Eric Ries, author of The Lean Startup"The book everyone in Silicon Valley is talking about."—Boris Veldhuijzen van Zanten, founder of The Next Web "Hooked gives you the blueprint for the next generation of products. Read Hooked or the company that replaces you will."—Matt Mullenweg, Founder of Wordpress"The most high bandwidth, high octane, and valuable presentation I have ever seen on this subject."—Rory Sutherland, Vice-Chairman, Ogilvy & Mather"Youll read this. Then youll hope your competition isnt reading this. Its that good."—Stephen P. Anderson, Author of Seductive Interaction Design"Nirs work is an essential crib sheet for any startup looking to understand user psychology."—Dave McClure, Founder 500 Startups"When it comes to driving engagement and building habits, Hooked is an excellent guide into the mind of the user."—Andrew Chen, Technology Writer and Investor"Ive learned a great deal from Nir, and you will too. Hell help you design habits to benefit your users, and your company."—Dr. Stephen Wendel, author Designing for Behavior Change Review Quote "With concrete advice and tales from the product-development trenches, this is a thoughtful discussion of how to create something that users never knew they couldnt live without." - Publishers Weekly "A must read for everyone who cares about driving customer engagement." Excerpt from Book contents introduction Seventy-nine percent of smartphone owners check their device within fifteen minutes of waking up every morning.1 Perhaps more startling, fully one-third of Americans say they would rather give up sex than lose their cell phones.2 A 2011 university study suggested people check their phones thirty-four times per day.3 However, industry insiders believe that number is closer to an astounding 150 daily sessions.4 Face it: Were hooked. The technologies we use have turned into compulsions, if not full-fledged addictions. Its the impulse to check a message notification. Its the pull to visit YouTube, Facebook, or Twitter for just a few minutes, only to find yourself still tapping and scrolling an hour later. Its the urge you likely feel throughout your day but hardly notice. Cognitive psychologists define habits as "automatic behaviors triggered by situational cues": things we do with little or no conscious thought.5 The products and services we use habitually alter our everyday behavior, just as their designers intended.6 Our actions have been engineered. How do companies, producing little more than bits of code displayed on a screen, seemingly control users minds? What makes some products so habit forming? Forming habits is imperative for the survival of many products. As infinite distractions compete for our attention, companies are learning to master novel tactics to stay relevant in users minds. 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. In order to win the loyalty of their users and create a product thats regularly used, companies must learn not only what compels users to click but also what makes them tick. Although some companies are just waking up to this new reality, others are already cashing in. By mastering habit-forming product design, the companies profiled in this book make their goods indispensable. FIRST TO MIND WINS Companies that form strong user habits enjoy several benefits to their bottom line. These companies attach their product to internal triggers. As a result, users show up without any external prompting. Instead of relying on expensive marketing, habit-forming companies link their services to the users daily routines and emotions.7 A habit is at work when users feel a tad bored and instantly open Twitter. They feel a pang of loneliness and before rational thought occurs, they are scrolling through their Facebook feeds. A question comes to mind and before searching their brains, they query Google. The first-to-mind solution wins. In chapter 1 of this book, we explore the competitive advantages of habit-forming products. How do products create habits? The answer: They manufacture them. While fans of the television show Mad Men are familiar with how the ad industry once created consumer desire during Madison Avenues golden era, those days are long gone. A multiscreen world of ad-wary consumers has rendered Don Drapers big-budget brainwashing useless to all but the biggest brands. Today, small start-up teams can profoundly change behavior by guiding users through a series of experiences I call hooks. The more often users run through these hooks, the more likely they are to form habits. How I Got Hooked In 2008 I was among a team of Stanford MBAs starting a company backed by some of the brightest investors in Silicon Valley. Our mission was to build a platform for placing advertising into the booming world of online social games. Notable companies were making hundreds of millions of dollars selling virtual cows on digital farms while advertisers were spending huge sums of money to influence people to buy whatever they were peddling. I admit I didnt get it at first and found myself standing at the waters edge wondering, "How do they do it?" At the intersection of these two industries dependent on mind manipulation, I embarked upon a journey to learn how products change our actions and, at times, create compulsions. How did these companies engineer user behavior? What were the moral implications of building potentially addictive products? Most important, could the same forces that made these experiences so compelling also be used to build products to improve peoples lives? Where could I find the blueprints for forming habits? To my disappointment, I found no guide. Businesses skilled in behavior design guarded their secrets, and although I uncovered books, white papers, and blog posts tangentially related to the topic, there was no how-to manual for building habit-forming products. I began documenting my observations of hundreds of companies to uncover patterns in user-experience designs and functionality. Although every business had its unique flavor, I sought to identify the commonalities behind the winners and understand what was missing among the losers. I looked for insights from academia, drawing upon consumer psychology, human-computer interaction, and behavioral economics research. In 2011 I began sharing what I learned and started working as a consultant to a host of Silicon Valley companies, from small start-ups to Fortune 500 enterprises. Each client provided an opportunity to test my theories, draw new insights, and refine my thinking. I began blogging about what I learned at NirAndFar.com, and my essays were syndicated to other sites. Readers soon began writing in with their own observations and examples. In the fall of 2012 Dr. Baba Shiv and I designed and taught a class at the Stanford Graduate School of Business on the science of influencing human behavior. The next year, I partnered with Dr. Steph Habif to teach a similar course at the Hasso Plattner Institute of Design. These years of distilled research and real-world experience resulted in the creation of the Hook Model: a four-phase process companies use to forms habits. Through consecutive Hook cycles, successful products reach their ultimate goal of unprompted user engagement, bringing users back repeatedly, without depending on costly advertising or aggressive messaging. While I draw many examples from technology companies given my industry background, hooks are everywhere--in apps, sports, movies, games, and even our jobs. Hooks can be found in virtually any experience that burrows into our minds (and often our wallets). The four steps of the Hook Model provide the framework for the chapters of this book. The Hook Model 1. Trigger A trigger is the actuator of behavior--the spark plug in the engine. Triggers come in two types: external and internal.8 Habit-forming products start by alerting users with external triggers like an e-mail, a Web site link, or the app icon on a phone. For example, suppose Barbra, a young woman in Pennsylvania, happens to see a photo in her Facebook News Feed taken by a family member from a rural part of the state. Its a lovely picture and because she is planning a trip there with her brother Johnny, the external triggers call to action (in marketing and advertising lingo) intrigues her and she clicks. By cycling through successive hooks, users begin to form associations with internal triggers, which attach to existing behaviors and emotions. When users start to automatically cue their next behavior, the new habit becomes part of their everyday routine. Over time, Barbra associates Facebook with her need for social connection. Chapter 2 explores external and internal triggers, answering the question of how product designers determine which triggers are most effective. 2. Action Following the trigger comes the action: the behavior done in anticipation of a reward. The simple action of clicking on the interesting picture in her news feed takes Barbra to a Web site called Pinterest, a "social bookmarking site with a virtual pinboard."9 This phase of the Hook, as described in chapter 3, draws upon the art and science of usability design to reveal how products drive specific user actions. Companies leverage two basic pulleys of human behavior to increase the likelihood of an action occurring: the ease of performing an action and the psychological motivation to do it.10 Once Barbra completes the simple action of clicking on the photo, she is dazzled by what she sees next. 3. Variable Reward What distinguishes the Hook Model from a plain vanilla feedback loop is the Hooks ability to create a craving. Feedback loops are all around us, but predictable ones dont create desire. The unsurprising response of your fridge light turning on when you open the door doesnt drive you to keep opening it again and again. However, add some variability to the mix--suppose a different treat magically appears in your fridge every time you open it--and voil Details ISBN1591847788 Author Nir Eyal Short Title HOOKED Pages 256 Language English ISBN-10 1591847788 ISBN-13 9781591847786 Media Book Format Hardcover DEWEY 658.575 Illustrations Yes Year 2014 Publication Date 2014-11-04 Imprint Portfolio Subtitle How to Build Habit-Forming Products Edited by Hoover, Ryan Country of Publication United States AU Release Date 2014-11-04 NZ Release Date 2014-11-04 US Release Date 2014-11-04 UK Release Date 2014-11-04 Place of Publication New York Publisher Penguin Putnam Inc Audience General We've got this At The Nile, if you're looking for it, we've got it. With fast shipping, low prices, friendly service and well over a million items - you're bound to find what you want, at a price you'll love! TheNile_Item_ID:92707713;

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