Hooked: How to Build Habit-Forming Products

Nir Eyal explains the Hook Model—Trigger, Action, Variable Reward, and Investment—and how product teams can use it to encourage repeated behavior while considering the ethics of habit formation.

8 sections · 22 lessons

Course outline

Habit Fundamentals

  1. Habit Economics
  2. Habit Zone
  3. Vitamin to Painkiller

Triggers

  1. External Triggers
  2. Internal Triggers
  3. Building Associations

Action Design

  1. B=MAT Model
  2. Core Motivations
  3. Simplicity Elements

Variable Rewards

  1. Why Variable Rewards Work
  2. Tribal Rewards
  3. Hunting Rewards
  4. Self Rewards

Investment

  1. Investment Phase
  2. Trigger Loading

Testing and Iteration

  1. Habitual Users
  2. Habit Testing

Ethical Design

  1. Manipulation Matrix
  2. Designing Habits Ethically

Implementation

  1. Social Media Hook
  2. Bible App Case
  3. Hook Implementation

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