In an age of ever-increasing distractions, quickly creating customer habits is an important characteristic of successful products. How do companies create products people use every day? What are the secrets of building services customers love? How can designers create products compelling enough to “hook” users? Companies need to know how to harness the power of hooks to improve peoples’ lives. This presentation provides a powerful toolkit and framework for creating better products.
40. #B2Conline
Negative emotions are POWERFUL INTERNAL TRIGGERS.
lonesome
indecisive powerless
tense
dissatisfied
confused inferior
fatigued
discouraged fear of loss
bored
lost
57. #B2Conline
THERE ARE SIX FACTORS
THAT CAN INCREASE
MOTIVATION.
Seeking Pleasure
Avoiding Pain
Seeking Hope
Avoiding Fear
Seeking
Acceptance
Avoiding Rejection
107. The
External Trigger:
Emails and notifications
Internal Trigger:
Fear of losing content, boredom
Hook
#B2Conline
What did friend post? (Tribe)
Interesting objects (Hunt)
Install Pin It button, Pin,
Re-pin, follow,
comment
(Experienced User – “Curators”)
Log-in
121. #B2Conline
A - A hook has 4 parts:
T - Trigger
A - Action
R - Reward
I - Investment
122. The HOOK Canvas
#B2Conline
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?
5. What “bit of work” is done
to increase the likelihood of
returning?
3. What is the simplest
behavior in anticipation
of reward?