A hook is an experience designed to connect a user’s problem to a company’s solution with enough frequency to form a habit.

There are four parts to a hook: a trigger, an action, a reward and an investment.

Yes, that’s a really technical definition.

But let’s look at an example.

Susan is a young woman living in a medium-sized city. Susan moved to this city recently, and she uses Instagram to document her life and keep in touch with her friends all over the country.

When she feels bored (trigger), which is most days at work, Susan checks her Instagram feed (action). There, Susan sees all the pictures uploaded by her friends, but also scrolls through the pictures of zero-waste bloggers that she admires.

Sometimes, after she’s looked at all the photos of these people, Susan also searches for #zerowaste and #plasticfree to gather inspiration for this lifestyle that she’s aspiring to (reward). Before she knows it, she’s spent 45 minutes scrolling through Instagram.

Susan has made so many connections on Instagram, and she has shared so many photos that have gotten comments and likes, that she feels very attached to this community and decides to like and comment pics (investment). This, in turn, will make Susan turn to Instagram next time she’s in need of information or entertainment (the Hook cycle begins again).

In the rest of this micro-course, I will explain these four parts in-depth, and teach you how to leverage this knowledge to create products that users want to use over and over again.

Today’s task
Remember the service I asked you to think about in the previous bit? Take a few minutes and analyze it using the Hooked Canvas.


Good luck with today’s task!

Nir Eyal

Read more cases on my blog

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