Moe and Nir discuss "The Hook Model," a four steps process companies use to build customer habits.
Building Habit Forming Products
The Flipboard app has been a part of my daily routine since when it launched in early, 2010. Initially, it was the novelty and elegance of it; but in the end it’s the utility and simplicity that makes it one of the most habit forming apps that’s ever hit the app store. Each day, my curiosity about technology, current events and my social networks nudges me to peak at Flipboard, and inside of a few minutes, I flip through my ‘personal magazine’ to discover relevant articles, commentary and things shared by those I respect. As someone who’s inspired to contribute to others, I especially appreciate Flipboard’s one-touch share and favorite feature. It’s not unusual for me to share a dozen newsworthy pieces with my network before I leave for my morning workout.
Like any habit, Flipboard has been so ingrained in my subconscious, that I hardly think about it; and it took my conversation with Nir Eyal to realize the brilliance behind its design. In his book, Hooked: How to Build Habit-Forming Product, Eyal shares a four-step framework that not only hooks your user, still more importantly keeps them craving even more. It starts with a trigger that cues my mind to take one small step towards a worthwhile reward; and while that gets me hooked, it’s this fourth component that keeps me coming back.