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hooked
@nireyal

NirAndFar.com
Products can profoundly 

change our behaviors
PA
TT
E
SNR
?
100’s of millions
of users…
…and 100’s of
millions of dollars.
Hooked: How to Build Habit-Forming Products with Nir Eyal
An impulse to do a behavior with
little or no conscious thought
hab·it
Habits can be
used for good
The hook is an experience designed to
connect the user’s problem to your product
with enough frequency
to form a habit
Hooked: How to Build Habit-Forming Products with Nir Eyal
Hooked: How to Build Habit-Forming Products with Nir Eyal
External Triggers
The information for what to do
next is within the trigger.
Internal Triggers
The information for what to do next is informed 

through an association in the user’s memory.
People Places Emotions Situations Routines
Negative emotions are powerful

internal triggers
indecisive
tense
fatiguedinferior
bored
confused
fear of loss
dissatisfied
powerless
discouraged
lonesome
People who are depressed
check email more often
Source: Kotikalapudi et al 2012
When we feel lonely
we use .
When we feel unsure
we use
When we are bored
we use
Do you know your customer’s
internal trigger?
What triggers make 

so habit-forming?
external triggers
solves the pain of 

losing the moment.
Stressed
Lonely
Curious
Insecurity
Bored
But is also
a social network.
Urge to
preserve
Hooked: How to Build Habit-Forming Products with Nir Eyal
The simplest behavior 

in anticipation of a reward.
Scroll
Search
Play
b=m+a+t
According to BJ Fogg, for any behavior to occur,
we need motivation, ability, and a trigger
mo·ti·va·tion
“The energy for action”
- Edward Deci
Source: Dr. BJ Fogg, Stanford University
Seeking Pleasure

Seeking Hope

Seeking Acceptance

Avoiding Pain

Avoiding Fear
Avoiding Rejection
6
There are six factors that can
increase motivation
Ability
The capacity to do
a particular action
Time Money Physical
Effort
Brain
Cycles
Social
Deviance
Non-
routine
Six factors can increase or decrease ability
Level of motivation and ability
determines if action will occur
Source: Dr. BJ Fogg, Stanford University
Motivation
Trigger
fails
Trigger
succeeds
Ability
through the years
2009
2010
2011
2012
Today
through the years
2009
2010
2011
2012
Today
through the years
2009
2010
2011
2012
Today
Hooked: How to Build Habit-Forming Products with Nir Eyal
It all starts with the
Nucleus Accumbens
studied by Olds & Milner.
Source: Olds and Milner, 1945
The Nucleus Accumbens 

is activated when we crave.
Were Olds & Milner
stimulating pleasure?
Not exactly.
They were stimulating

the stress of desire
Source: Knutson et al 2001
Our reward system activates 

with anticipation
Source: Knutson et al 2001
and calms when 

we get what we want.
That’s the itch
we seek to scratch.
There is a way to 

supercharge the
stress of desire.
Hooked: How to Build Habit-Forming Products with Nir Eyal
The unknown
is fascinating
Variability causes us
to focus and engage
and increases behavior.
The nucleus accumbens is
stimulated by variability.
The nucleus accumbens
is stimulated by
variability.
tribe hunt self
3 types of variable rewards
Habit-forming tech uses 1 or more
Search for
social reward
tribe
partnershipempathetic joy competition
We like social rewards.
Search for
resources
hunt
Stems from the hunt for
food and resources
Hunt for variable
material rewards
Hunt for variable
information rewards.
Search for self-

achievement
self
Leveling-up reflects

mastery and competency.
Inbox or task management reflects 

consistency and completion.
WARNING
Variable rewards are not
a free pass.
Your product still
must address the itch.
Build variable rewards that satiate the users
itch, but leave them wanting more.
Hooked: How to Build Habit-Forming Products with Nir Eyal
Users “invest” for future benefits.
TimePersonal Data Money
EffortSocial Capital
Emotional
Commitment
Investments increase the likelihood
of the next pass through the Hook 

in two ways.
Investments
load the next
trigger of the hook
1
Each new message posted on
is an open invitation for an
external trigger to be returned.
2.
Investments store
value, improving the
product with use.
2
Content
Data
Followers
Reputation
The hook is an experience designed to
connect the user’s problem to your product
Each pass through the Hook helps 

shape user preferences and atitudes
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?
1. What internal trigger is

the product addressing?
2. What external trigger

gets the user to the product?
The Hooked Canvas
The morality of
manipulation
Designing habit-forming
products is a form of
manipulation.
Users take our technologies to bed.
They check our devices before saying
“good morning” to loved ones.
What responsibility

do we have when changing user behavior?
Help others find meaning. 

Engage them in something important.
Photo: 7CupsOfTea.com
We can design

healthy habits
Build the change you want to see in the world
OpinionTo.us
Take the survey, get the slides
@nireyal

NirAndFar.com

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