Examples of the Hook Model in enterprise applications. See Nir Eyal's book "Hooked: How to Build Habit-Forming Products" for more, see: NirAndFar.com/GetHooked Blogging at: NirAndFar.com Twitter: @nireyal

1. h kBuildingHabitsintheEnterprise
@nireyal

2. …
more
at:
NirAndFar.com

3. PA TT
E
SN
R

4. A BEHAVIOR DONE WITH
CONSCIOUS
THOUGHT
LITTLE OR NO
hab·it

5. h kThe$HOOK$is$an$experience$designed$to$
connect$the$user’s$problem$to$your$solu7on.$

6. h k
with%enough%%
FREQUENCY%%
to%%
FORM+A+HABIT.+

7. h kA"Hook"has"4"parts:"

8. h k

9. EXTERNAL TRIGGERS
The
information
for
what
to
do
next
is
within
the
trigger.
Billboards SO
DA

10. INTERNAL TRIGGERS
The
information
for
what
to
do
next
is
informed
through
an
association
in
the
user’s
memory.

11. Negative
emotions
are
POWERFUL INTERNAL TRIGGERS.
lost
indecisive
tense
fatiguedinferior
bored
confused
fear
of
loss
dissatisfied
powerless
discouraged
lonesome

12. People
who
are
DEPRESSED CHECK EMAIL MORE OFTEN.
Source: Kotikalapudi et al 2012

13. When
we
feel
LONELY
we
use

14. When
we
feel
UNSURE
we
use

15. When
we
are
BORED
we
use

16. At
work
…
when
we
feel
ANXIOUS
we
use
EMAIL

17. At
work
…
when
we
feel
INDECISIVE
we
use
EMAIL

18. At
work
…
when
we
feel
STRESS
we
use
EMAIL

19. Maybe email is
making us depressed?

20. This
is
the
opportunity!
Uncertainty
Stress
Lonely
Curious
FoMO
Bored

21. What
triggers
make
so
habit-­‐forming?

22. external triggers

23. pain
of
workplace
FoMO.
solves
the

24. BLOCKING OUT
OTHER DISTRACTIONS

25. h k

26. The
SIMPLEST BEHAVIOR
in
anticipation
of
a
reward.

27. Scroll

28. Play

29. According
to
BJ
Fogg,
for
any
behavior
to
occur,
we
need
MOTIVATION, ABILITY, and
a
TRIGGER
b=m+a+t

30. Fogg
Behavior
Model
MOTIVATION
ABILITY
Level of motivation and ability
determines if action will occur.
Source:
Dr.
BJ
Fogg,
Stanford
University
TRIGGER
SUCCEEDS
TRIGGER
FAILS

31. Time%
$
Six$factors$can$increase$or$decrease$ability.
%
Money% Physical%effort%
Brain%cycles% Social%deviance% Non8rou:ne%
Source:%Dr.%BJ%Fogg,%Stanford%University%

32. Source:
Mobile
Iron,
Inc.
Access increases ability at

33. Source:
Mobile
Iron,
Inc.
Access increases ability at

34. h k

35. UNCERTAINTY
CONTROLING

36. IS FASCINATING.
THE UNKNOWN
Variability
causes
us
to
focus
and
engage

37. …and
increases
behavior.

38. 3 types of VARIABLE REWARDS
TRIBE HUNT SELF
Habit-­‐forming
tech
uses
1 OR MORE

39. TRIBE
SEARCH FOR
SOCIAL REWARDS

40. partnershipempatheticjoy competition

41. We
Like
social
rewards.

42. We
value
recognition
from
our
tribe

43. HUNT
SEARCH FOR
RESOURCES

44. Stems
from
the
hunt
for
food
and
resources

45. Hunt
for
variable
material
rewards

46. Hunt
for
variable
information
rewards.

47. Hunt
for
variable
information
rewards
at

48. SELF
SELF-­‐ACHIEVEMENT
SEARCH FOR

49. Leveling-­‐up
reflects
MASTERY and COMPETENCY.

50. Inbox
or
task
management
reflects
CONSISTENCY and COMPLETION.

51. The
logical
extreme
in

52. WARNING
Variable
rewards
are
not
a
free
pass.
Your
product
still
must
address
the
itch.

53. Build
variable
rewards
that
scratch
the
users
itch,
but
leave
them
wanting
more.

54. h k

55. Users
“invest”
for
future
benefits.
Social
Capital
Money
Time
Effort
Emotional
CommitmentPersonal
Data

56. Investments increase the
likelihood of the next pass
through the Hook in
TWO
ways.

57. 1.INVESTMENTS
LOAD THE
NEXT TRIGGER
OF THE HOOK.

58. Each
new
message
posted
on

59. …
loads
the
next
external
trigger.

60. INVESTMENTS STORE VALUE,
improving
the
product
with
use.2.

61. CONTENT

62. DATA

63. FOLLOWERS

64. REPUTATION

65. h kThe$HOOK$is$an$experience$designed$to$
connect$the$user’s$problem$to$your$solu7on.$

66. Harnessing
VERY GOOD
HABITS
can
be
FOR BUSINESS.

67. The HOOK
1.
What
internal
trigger
is
the
product
addressing?
2.
What
external
trigger
gets
the
user
to
the
product?
4.
Is
the
reward
fulfilling,
yet
leaves
the
user
wanting
more?
3.
What
is
the
simplest
behavior
in
anticipation
of
reward?
5.
What
“bit
of
work”
is
done
to
increase
the
likelihood
of
returning?

68. Enterprise
software
has
SUCKED FOR TOO LONG.

69. Users
want
to
be
in
control.
AUTONOMY
FEELS GOOD.
Source:
Deci
and
Ryan
on
Self-­‐Determination
Theory

70. Habit-­‐forming
enterprise
products
can
GROW FROM THE
BOTTOM-­‐UP.

72. Understanding
not
only
what
users
THINK,
but
also
what
makes
them
TICK.

73. h k
It’s time to build
HABITS FOR GOOD
@nireyal
www.NirAndFar.com
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www.OpinionTo.Us