The design and psychological principles behind Sticky Products

1. Hooked Model

2. Content Page
1. What is the Hooked Model?
2. What is a Habit?
3. The Habit Zone
4. The Fogg Behaviour Model
5. Hooked Model
a. Triggers
b. Actions
c. Variable Rewards
d. Investments
6. Summary
7. Hooked Model Examples
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3. Introduction
What is the Hooked Model?
• A four-phase process companies
use to form habits
• Through consecutive Hook cycles,
successful products reach their
ultimate goal of unprompted user
engagement
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4. What is a Habit?
An automatic behaviour triggered by situational cues; ie. behaviours
done with little or no conscious thought
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Better solution
● Build services around the users daily routines and emotions
● The first-to-mind solution wins
Extensive marketing vs. Habit forming services
How do products create these habits?
Guide users through a series of experiences called hooks. (The more often users run
through these hooks, the more likely they are form habits)

5. The Habit Zone
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Why are habits good?
• Allows the brain to break-down complex behaviours
• Free to focus our attention on other things
– Eg. Driving
Why are habits good for businesses?
• Change users behaviours and create unprompted user engagement
– User comes back by themselves automatically
1. Higher customer lifetime value
2. Greater pricing flexibility
3. Supercharger growth
4. Sharper competitive edge

6. The Habit Zone
How to determine habit forming
potential? (Dr B J Fogg)
1. Frequency
2. Perceived utility
The Fogg Behaviour Model
• Behavior = motivation x ability x trigger
– the user must have sufficient
motivation
– the user must have the ability to
complete the desired action
– a trigger must be present to
complete the behaviour
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7. Hooked Model
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8. Triggers
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What is a trigger?
• Cues users to take an action - can be conscious or not
– External Triggers: places information in the user's environment
» Paid Triggers: Advertizing
» Earned Triggers: Product Placement
» Relationship Triggers: Word of mouth
» Owned Triggers: Email newsletter
– Internal Triggers : emotion is connected to a pre-existing routine
» negative or positive emotion : Boredom, frustration, loneliness,
confusion, mindlessness, etc
» eg. mindlessness → negative sensation → twitter
» eg. share good news → positive sensation → instagram
Main goal: gradually turn an external trigger into an internal trigger

9. Action
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What is an Action?
• The simplest behaviour to perform in anticipation of a reward
Remember the Behavior formula:
B = Motivation x Action x Trigger
Motivation
1. Seek pleasure and avoid pain
2. Seek hope and avoid fear
3. Seek social acceptance and avoid
rejection
Ability
1. Time
2. Money
3. Physical effort
4. Brain cycles
5. Social deviance
6. Non-routine
Good Actions: Focus on simplicity as a function of the user’s scarcest resource at the moment
Eg. iPhone’s camera application, Twitter’s sharing button, Google search

10. What is a Variable Reward?
• Not the sensation we receive from the reward, but the need to alleviate the craving
for that reward
There are 3 types of Variable Rewards:
1. Rewards of the tribe:
2. Rewards of the hunt
3. Rewards of the self
Good example Email
• (stay in touch,
• get something useful
• gain a sense of completion from reading all mails).
Variable Rewards
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11. What is an Investment?
• Users are prompted to do a bit of work and put something of value into the system
• Anticipation of long-term rewards
Physical world = depreciate Online world = appreciate (stored value)
For a change in attitude to occur, there has to be a change in how users perceive the
behaviour
1. The more time a user invests - the more they value it (IKEA effect)
Investment
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12. Summarized Hooked Model
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13. Summarized Hooked Model
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Does the best product always win?

14. Hooked Model Examples
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15. Hooked Model Examples
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16. Be the Change You Wish
to See in the World
- Gandhi