“Investments increase the likelihood of users returning by improving the service the more it is used. They enable the accrual of stored value in the form of content, data, followers, reputation or skill.”
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“Before users create the mental associations that activate their automatic behaviors, they must first invest in the product.”
Forms of investment in digital products include:
“Experiences with finite variability become increasingly predictable with use and lose their appeal over time. Experiences that maintain user interest by sustaining variability with use exhibit infinite variability.”
The manipulation matrix: Has four quadrants that show the different types of creators: the peddler, the facilitator, the dealer, and the entertainer.
“Internal triggers tell the user what to do next through associations stored in the user’s memory.”
Elements of simplicity:
To create a truly innovative product:
“Habit forming technologies start changing behavior by first cueing users by a call to action.”
External triggers communicate the next action that a user should take.
Many e-commerce websites feature prominent buttons asking users to Buy Now or Subscribe.
Types of external triggers:
Action follows the trigger phase.
“The trigger, driven by internal and external cues, informs the user of what to do next.”
Ingredients that are needed to initiate any and all behaviours:
In other words, B = MAT (Motivation, Ability and Trigger).
Humans are motivated to seek pleasure and avoid pain. To seek hope and avoid fear and to seek social acceptance and avoid rejection.
The secrets that companies like Facebook, Google and Amazon don't want you to know
Types of variable rewards:
With the Hook Model, it is easy to manipulate users. The maker of a product needs to ask two questions:
To build effective hooks:
Quora, the answer and question forum triumphed over Mohalo, a similar site, because Quora did not offer monetary rewards.
The Hook Model is a way of explaining somebody's interactions with a product as they go through the four phases: the trigger to begin using the product, an action to satisfy the trigger, a variable reward for the actions, and an investment - in which the user feels that the product is more valuable to them.
After the cycle has been completed by the user, their habits will reinforce the product and therefore a win to the company.
To master time, master your ‘internal triggers.’
Try to understand the uncomfortable sensations you're trying to escape when you reach for your cell phone or email account, then learn new techniques for managing that discomfort in a healthier manner.
Phones became smart more than a decade ago and started doing almost everything.
While the app store has millions of apps to take care of our needs, connecting with other people remains one of the few fundamental uses of the phone.
Actual phone call usage has gone down drastically, while services like text messages, video calls, email, and rich messages (Facebook Messenger and Whatsapp) are used almost throughout the day.
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