Some products become successful while many others fail. Nir Eyal, in his book, Hooked has solved this mystery for us. He has proposed the Hook Model for engaging customers in making products habit-forming. There are four components of the Hook Model.
Triggers: They are cues that prompt a user to take action. They are of two types - internal and external. The external triggers convey information about the next steps the consumer should take. They are placed in the external environment. The external trigger, in our pictorial, is the advertisement and the vending machine with the image of a celebrity. Sprite, in India, focuses on the youth and has a simple tagline - Sprite buzaye only pyas, Baki saab bakwas. It provides a simple, straightforward choice to the consumer. Our mind hates to make complicated decisions. The external triggers come in various forms like paid advertisements, celebrity endorsements, a recommendation from a friend, and through the mind-space occupied by the company.
Emotions are powerful internal triggers. Both positive and negative emotions work. Sprite's current advertisement reinforces its consumption whenever we feel exhausted and bored.
Actions: Triggers are efficient when they prompt an action. Three factors are essential for a consumer to act - Motivation, Ability, and a Trigger. Therefore, in designing habit-forming products, simplicity needs to be built around these factors:
Time
Physical Efforts
Money
Brain Cycles
Social-deviance
Non-routine
Variable Reward: Nir describes three types of rewards. The first is that of the tribe. Things that help us become a part of a community are perceived as rewards. The second is that of the hunt. It is the material gains achieved from our actions. The third is that of self. Things that boost our self-esteem are vital.
Experiences that become predictable lose their shine. Therefore, we need to have variability in the rewards. This keeps the customer engaged in the offering.
Investment: While action provides an instant reward, investment creates an anticipation for the future. We all want to be consistent and avoid making difficult decisions. Investment increases the stickiness of a product. They prime the user to become part of the Hook Model again and again.
I have created a doddle story to make easy comprehension of the hook model and its various elements. Please provide your feedback.
Subodh
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