Hook External Trigger: Facebook, Twitter, WOM Interesting objects (Hunt) Re-‐pin, follow, comment Scroll (Early User – “Consumer” )
Hook External Trigger: Emails and notifications Internal Trigger: Fear of losing content, boredom What did friend post? (Tribe) Interesting objects (Hunt) Install Pin It button, Pin, Re-‐pin, follow, comment (Experienced User – “Curators”) Log-‐in
A -‐ A hook has
4 parts: T -‐ Trigger A -‐ Action R -‐ Reward I -‐ Investment
The HOOK Canvas 1. What
internal trigger is the product addressing? 2. What external trigger gets the user to the product? 4. Is the reward fulfilling, yet leaves the user wanting more? 5. What “bit of work” is done to increase the likelihood of returning? 3. What is the simplest behavior in anticipation of reward?