Hooked: How to Build Habit-Forming Products

Penguin Canada, 4 . 2014 . - : 256
How do successful companies create products people can't put down?

Why do some products capture widespread attention while others flop? What makes us engage with certain productsout 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 steps process embeddedinto the products of many successful companies to subtly encourage customer behavior. Through consecutive hookcycles, these products reach their ultimate goal of bringing users back over and over again, without depending oncostly advertising or aggressive messaging.

Hookedis based on Eyals years of research, consulting, and practical experience. He wrote the book he wished hadbeen available to him as a startup founder not abstract theory, but a how-to guide for building better products.Hookedis written for product managers, designers, marketers, startup founders, and anyone who seeks to understandhow products influence our behavior.



NIR EYAL spent years in the video gaming and advertising industries where he learned, applied, and at times rejected, techniques described inHookedto motivate and influence users. He has taught courses on applied consumer psycology at the Stanford Graduate School of Business and the Hasso Plattner Institute of Design and is a frequent speaker at industry conferences and at Fortune 500 companies. His writing on technology, psycology, and business appears in theHarvard Business Review,The Atlantic,TechCrunch,andPsychology Today.