Nir's Hooked Model: How to Build User Habit
Nir gave a speech to Carnegie Mellon University students talking about his Hooked model today (November 15, 2016). This speech and the QA are quite inspiring and impressive, so I put down the model's short introduction and QA part here for sharing and communicating with more people.
Introduction to Nir and His Model
Nir is the author of Hooked: How to Build Habit-Forming Products (Best Seller in industrial product design track on Amazon) and has taught at the Stanford Graduate School of Business and Design School. He has sold two technology companies since 2003 and now help teams design more engaging products.
What is Hooked model?
Can you introduce any physical usage of the Hooked model?
There is no Investment phase for the physical objects caused by lack of interactive process. For example, you can retweet a twitter after getting the contents, but you can not interact with the chair you are sitting now. However, as IoT is getting more and more popular these years, this may be changed.
Pokeman Go losses over 70% users, what's wrong with it?
Rewards phase of the products must be variable. You should make the rewards renewable to engage the users. Once the reward becomes predicatable, people loss interest. So how to make new rewards? One automatically way is to make the users reward themselves, e.g. Tweet, you can retweet and get notifications again and again.
How to use the Hooked model?
- For business, predict and perfect products before release.
- Diagnose tool, find the problem in the products.
How to prevent addiction?
A 15 minutes video of Unhooked
Note that addiction is different from habit. And pursuation / coercion are different: pursuation (make people feel easier to do what they want to do and can make life better) and coercion (make people do what they don't want to do).