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You are here: Home > Suggested readings > Eyal - Hooked - ISBN 9780241184837 - 3.5/5

Viewed 2166 times | Published on 2018-05-22 10:26:13

References


Eyal, Nir
Hooked: How to Build Habit-Forming Products
BookID 155253259
ISBN 9780241184837
(see LibraryThing.com card)
Description (from Amazon)In Hooked, Nir Eyal reveals how successful companies create products people can't put down - and how you can too

Winner of best Marketing book in 800-CEO-READ Business Book Awards 2014

Why do some products capture our attention while others flop? What makes us engage with certain things out of sheer habit? Is there an underlying pattern to how technologies hook us?

Nir Eyal answers these questions (and many more) with the Hook Model - a four-step process that, when embedded into products, subtly encourages customer behaviour. Through consecutive "hook cycles," these products bring people back again and 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 start-up founder - not abstract theory, but a how-to guide for building better products. Hooked is written for product managers, designers, marketers, start-up founders, and anyone who seeks to understand how products influence our behaviour.

Eyal provides readers with practical insights to create user habits that stick; actionable steps for building products people love; and riveting examples from the iPhone to Twitter, Pinterest and the Bible App.

Nir Eyal spent years in the video gaming and advertising industries where he learned, applied, and at times rejected, techniques described in Hooked to motivate and influence users. He has taught courses on applied consumer psychology at the Stanford Graduate School of Business and 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, and Psychology Today.

Ryan Hoover's writing has appeared in Tech- Crunch, The Next Web, Forbes, and Fast Company. After working on Hooked with Nir Eyal, Hoover founded Product Hunt, a company that has been described as "the place to discover the next big things in tech."
My review: 3.5/5This is a short review as, frankly, it is more appropriate to comment this book within the context of other books.

The concept of designing "addictive products" might make most (myself included) cringe- but, frankly, I read this book only because it was quoted within another one on digitalization.

The framework anyway is interesting for at least two purposes: product and service design, as any product and any service is now working on moving from the "customer experience" to the "ecosystem" concept.

So, in order to design an ecosystem, you need to undestand what would motivate people to join your ecosystem- you do not sell a product, you welcome within a community.

The second purpose is for (both private and corporate) customers- to avoid being "hooked" when it is not worthwhile to you, and to instead embrace one (or more) ecosystems.

Examples of "hooked" to avoid: when somebody offers your something "free" that is useful to them to gain more information needed to offer you more- and delivers no value to you unless you retain them, while absorbing a large amount of time; in these cases, ask explicitly what is the value for you if you were, after the experience, to halt, as anyway "free" is not- you will have to allocate scarce resources.

Examples of "hooked" when you would like to embrace more than one ecosystem: when your supplier adds more services that you do not need, while not improving what they are supposed to offer in exchange of what you pay; you could be better off by belonging to more than one ecosystem, in these cases.

Therefore, "hooked" lessons can be used in both a manipulative and a constructive way: it is up to you.

Value added: if you buy the book, you receive additional free (and useful) material from the author, as well as a newsletter than sometimes is interesting not for the articles per se, but for the questions that they raise- so that you can find your own answers.

[Review released on 2018-05-22}
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