Entrepreneurship · Podcast Reports

Hooking Users: It’s Not What it Sounds


Guess what? Your phone is manipulating you. App makers are using your emotions against you. They’re doing it to get you to use their app more, and maybe more than you should.

Nir Eyal describes in his TED talk “Hooked” how it happens, what you can do about it, and how you can get users hooked on your app, in a responsible way.

Basically it’s a 4 step process:

  • Trigger – calls to action, tell user what to do next; external and internal. Need to associate external triggers with internal triggers (i.e. an emotion)
  • Action – simple action performed in anticipation of an immediate reward. Usually to relieve some negative emotional state.
  • Reward – give the user what they want, and use the action to perform something productive
  • Investment – ask the user to put something into the product, to improve the product, and keep coming back

More by Nir Eyal here.


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