Recently I read spent time reading about the macro view of the business I am involved in, reading Platform Revolution (my review here).
For my next read, I wanted to zoom into the ‘value unit’, the individual nugget that fuels the network effect, and understand what makes some products world-beating.
Eyal explains how products are addictive, with a simple four-step model:
- Trigger -What internal trigger is the product addressing or what external trigger gets the user to the product?
- Action – What is the simplest behaviour in anticipation of reward?
- Reward – Is the reward fulfilling, yet leaves the user wanting more?
- Investment – What ‘bit of work’ is done to increase the likelihood of returning?
For each stage of the model, there is an explanation of the science behind with some real-world examples of how these are implemented in products we all know.
The great news is that the science is simply explained, and not too academic – and at the end of the chapters there is a list of key takeaways coupled with some practical actions you can take to help the design of your product.
Later in the book, there is a chapter that deals with the ethical concerns of building an addictive product and an excellent case study of how to apply the theory in a real-world situation.
Hooked is concise enough that it can be read in a couple of days, but comprehensive enough that you can walk away with a clear understanding of how products become addictive, and how you can design products that people cannot put down.
I’d highly recommend Hooked to anyone that is looking to increase customer engagement with their product.
If you want a short intro to the content of the book – this video is a great primer: