Hooked: How to Build Habit-Forming Products

by Nir Eyal

REMEMBER & SHARE The second step in the Hooked Model is action. The action is the simplest behavior in anticipation of reward. As described by Dr. B. J. Fogg’s Behavior Model: For any behavior to occur, a trigger must be present at the same time as the user has sufficient ability and motivation to take action. To increase the desired behavior, ensure a clear trigger is present; next, increase ability by making the action easier to do; finally, align with the right motivator. Every behavior 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. Ability is influenced by the six factors of time, money, physical effort, brain cycles, social deviance, and non-routineness. Ability is dependent on users and their context at that moment. Heuristics are cognitive shortcuts we take to make quick decisions. Product designers can utilize many of the hundreds of heuristics to increase the likelihood of their desired action.