127. How apps get built to be addictive: the Hook Model

Why do you keep checking your phone, even when you're trying not to? It's because the apps on your phone use the Hook Model. described by Nir Eyal in his book Hooked: How to Build Habit-Forming Products.

To learn how apps like Instagram, LinkedIn and Vivino keep us coming back to our screens, listen to this episode.

Learning notes from this episode:

• Habits are behaviours done with little or no conscious thought
• If your product becomes a habit, people will use it more. You will spend less on advertising and make more money.
• The greatest return on investment generally comes from increasing the product's ease of use.
  • If you want to improve a product, first look at the design: where you can make it more simple to use. E.g. can you require less information from users when they first sign up?
• The Hook model consists of 4 steps
  1. Trigger: you get a notification that someone commented on your post
  2. Action: you open LinkedIn / Instagram to see the comment
  3. Variable Reward: you find out what the comment was and by whom. Depending on these factors, you might feel happy, sad, excited, disappointed
  4. Investment: you make another post – this is an investment of your time and energy, and you keep coming back for more.

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