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A Summary of

Making Your Product A Habit: The Hook Framework

by
Hari Vinod
Medium
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The Hook Model is a process for businesses to form habits around products. It seeks to connect users’ problems to a solution with enough frequency to make it habitual. It has 4 phases: 1. Trigger (external or internal) --> cue an action (e.g. paid advertisements or emotions) 2. Action --> behavior in anticipation of reward (driven by Fogg behavior Model) 3. Variable Reward --> reinforces user motivation for previous action 4. Investment --> users invest time and effort in anticipation of future rewards

Five fundamental questions for building effective hooks:

  1. Internal trigger - what do users really want?
  2. External trigger - what brings users to your service?
  3. Action - what is the simplest action users take in anticipation of rewards?
  4. Variable reward - are users fulfilled by the reward yet left wanting more?
  5. Investment - what do users invest in your product & does it load the next trigger/store value?

The Manipulation Matrix

A decision support tool for before the product is finalized. Facilitators have the highest chance of success for their product; dealers have the lowest. - Facilitators use their product and believe it can materially improve lives. - Peddlers believe their product can improve lives but do not use it themselves. - Entertainers use their product but do not believe it improves lives. - Dealers neither use the product nor believe it can improve lives.

Habit Testing

Provides insight to the design of habit-forming products. It has 3 steps: 1. Identify how people are using the product. 2. Codify findings in search of habitual users. 3. Modify product to influence more users to become habitual. Reevaluate and continue to modify as needed.

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