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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 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 steps 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 over and over again, without depending on costly advertising or aggressive messaging.
Hooked is based on Eyal’s years of research, consulting, and practical experience. He wrote the book he wished had been available to him as a startup founder ? not abstract theory, but a how-to guide for building better products. Hooked is written for product managers, designers, marketers, startup founders, and anyone who seeks to understand how products influence our behavior.
Eyal provides readers with:
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 steps 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 over and over again, without depending on costly advertising or aggressive messaging.
Hooked is based on Eyal’s years of research, consulting, and practical experience. He wrote the book he wished had been available to him as a startup founder ? not abstract theory, but a how-to guide for building better products. Hooked is written for product managers, designers, marketers, startup 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.
作者簡介
Nir Eyal spent years in the video gaming and advertising industries where he learned, applied, and at times rejected, techniques used 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, Psychology Today. He lives in Palo Alto, CA, and blogs at NirAndFar.com.
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