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The Hook Model
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.
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Habit-forming Technology
Whether we like it or not, and whether we've noticed it or not, habit-forming technology is already here and many apps are already using it on us through various devices.
With what they acquire from us, this trinity of access, data, and speed further creates new opportunities for habit-for...
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Hook Model Step 1: Trigger
Triggers come in two types: external and internal. Habit-forming technologies begin by alerting us consumers with external triggers like emails, or an app icon.
By continuously doing this, we begin to form associations with internal triggers therefore becoming attached to existing behavior...
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Hook Model Step 3: Variable Reward
Companies use variable schedules of reward. This powerful tool shows that our brains are surged with dopamine when expecting a reward.
By introducing multiple variables in effect, it creates a frenzied hunger state and it activates the parts that are associated with wanting and desire.
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Hook Model Step 2: Action
After forming trigger habits, the companies will leverage the two pulleys of human behavior: motivation and ability.
In order to increase the offs of a user taking intended action, the behavior designer must make the action as easy as possible while boosting the user's motivation.
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Hook Model Step 4: Investment
In this part of the model, the user is asked to do a little bit of work. This is the phase where: 1. the odds where the user will make another pass through the hook model will increase, and 2. the user's brain is swimming in dopamine so the company is now letting up pay for that dopamine.
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The Four-Step Hook
... deployed by the messaging software and many other products is composed of:
- Trigger
- Action
- Variable Reward
- Investment
Understanding these four steps makes us see the hidden psychology behind a user's daily tech habits.
Hook Model Step 4: Investment
In this part of the model, the user is asked to do a little bit of work. This is the phase where: 1. the odds where the user will make another pass through the hook model will increase, and 2. the user's brain is swimming in dopamine so the company is now letting up pay for that dopamine.
T...
Community Engagement Cycle
In contrast to existing communities, new ones lack a social identity, an established way of participation and assurances of reward or value. These are the foundation of the Community Engagement Cycle.
This is why most communities fail before they even begin. A company needs to establ...
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