Hooked
How to Build Habit-Forming Products
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4,2 • Оценок: 134
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- 16,99 $
От издателя
Updated with a new case study, this revised edition is a how-to guide for building habit-forming products.
How do successful companies create products people can’t put down? Why do some products capture widespread attention while others flop? What makes us engage with certain products out of sheer habit? Is there a pattern underlying how technologies hook us?
In Hooked, Nir Eyal answers these questions (and many more) by explaining the Hook Model—a four-step process embedded into the products of many successful companies to subtly encourage customer behavior. Through consecutive “hook cycles,” these products reach their ultimate goal of bringing users back again and again without depending on costly advertising or aggressive messaging.
Based on years of research, consulting, and practical experience, Eyal wrote the book he wished had been available to him as a start-up founder—not abstract theory, but a how-to guide for building better products.
Eyal provides readers with:
• Practical insights to create user habits that stick.
• Actionable steps for building products people love.
• Fascinating examples from the iPhone to Twitter, Pinterest to the Bible App, and many other habit-forming products.
Hooked is for product managers, designers, marketers, start-up founders, and anyone who seeks to understand how products influence our behavior.
PUBLISHERS WEEKLY
Successful product developers don't quit once they've got a prototype in hand, says startup founder and tech journalist Eyal. In fact, he thinks that the most important, and the trickiest, part of the process is figuring out how to make your product indispensable to users. While getting his M.B.A., he became fascinated with the question of how successful tech companies managed to accomplish this goal. Eyal's answer? Don't rely on pricey marketing; link your service to your customers' emotions and daily lives. The two most important factors in getting them "hooked" on a product are the frequency with which they use it and its perceived utility. Eyal aims to simplify this task through the "Hook Model," consisting of internal and external triggers, action, variable reward, and investment. He names companies that have done it right, from household names like Snapchat and Pinterest to lesser-known examples like the Bible App. Eyal's ideas are good, but his real impact comes from his relentless enthusiasm. Also worthwhile is his caution about maintaining ethical practices even while getting customers "hooked." With concrete advice and tales from the product-development trenches, this is a thoughtful discussion of how to create something that users never knew they couldn't live without.
Отзывы покупателей
Worth reading
Have some good content on how we get hooked by matrix
Amazing
Be prepared to be amazed, the insightful book I have ever read on the thinking of how to hook a consumer and keep them hooked. It was liked I was reading why I love things like Facebook or Twitter, a very good book. If you know someone who is thinking about marketing a product this is a must read!
Terrible first impression
He starts the book by making you join his email list to get materials that go with the book. It’s a bad first impression. You have to earn that and a guy writing a book about retention should know that.