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The Hook Model: The Science of Building Addictive Products

In today's world, there are countless products and services competing for our attention. Some are successful, while others never seem to catch on. What sets successful products apart is often their ability to form habits in users. In this article, we'll explore the principles behind creating habit-forming products.
The Hook Model
At the core of creating habit-forming products is the Hook Model. This four-step process helps businesses design products that form habits in users.

💎 The first step is the trigger. A trigger is something that prompts the user to take action. Triggers can be external, such as an email notification, or internal, such as a feeling of boredom or curiosity.

💎 Once the trigger has occurred, the user takes action. This action needs to be simple and easy, with as little friction as possible. If the user encounters obstacles, they're less likely to continue with the product.

💎 The third step is the variable reward. This is what keeps the user coming back for more. The reward should be unpredictable and not consistent. This creates excitement and anticipation in the user, making them more likely to continue using the product.

💎 Finally, the fourth step is investment. The user must invest time, effort, or some other resource into the product. This investment makes the product more valuable to the user and more likely to be used repeatedly.
Putting It All Together
By following the Hook Model, businesses can design products that form habits in users. Let's take social media as an example. The trigger is the notification or email that prompts the user to take action. The action is scrolling through the feed or liking a post. The variable reward is the likes and comments on the user's own posts or on the posts of others. The investment is the user's time and effort spent creating a profile and adding friends.
Creating habit-forming products is not about tricking users into using a product they don't want or need. Instead, it's about designing products that meet the user's needs and create habits that keep them coming back for more. By following the Hook Model, businesses can design products that are not only successful but also form positive habits in users.
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