The document discusses the concept of a "hook" which is used to design habit-forming products and services. It describes the four parts of a hook: trigger, action, reward, and investment. The trigger initiates a user's action in anticipation of a reward. Rewards activate the brain's reward system and aim to leave users wanting more through variability. Investments encourage users to continue engaging with the product by loading the next trigger or storing value over time. The goal of the hook is to form habits by connecting user problems to solutions repeatedly through this trigger-action-reward loop.

1. Habit forming
products
“Hooked”

2. Hook
- Hook: is an experience designed to connect user problems to your solutions
with enough frequency to form a habit.
- Through successive cycles through this hooks:
- Customer preferences are changed
- Tastes are formed
- Habits take hold

3. Hook
4 parts of Hook:
- Trigger
- Action
- Reward
- Investment

4. Trigger
- Call to action that tells user what to do next
- Two types of triggers
- Internal trigger
- External trigger
- External trigger: tells user what to do next and the information is in the trigger
itself
- E.g.: “Buy now”, “Tweet”

5. Trigger (cont.)
- Internal Trigger: call to action and The information for what to do next is
informed through an association in user’s mind e.g.: emotion
- Form long-term relationship
- Negative emotion are powerful internal trigger
- What itch occurs through user’s day frequently that are going to attach the
use of your product to

6. Internal Trigger

7. Action
- Simplest behavior done in anticipation of a reward
- E.g.: play in youtube, scroll in Facebook and search in google
- For any behavior to occur we need:
- b= m(motivation) + a(ability) + t(trigger)
- Motivation: The energy for action OR how much we want to do a particular
behavior

8. Motivation
- Six factors that increase motivation
- Seeking pleasure
- Avoiding pain
- Seeking Hope
- Avoiding fair
- Seeking social acceptance
- Avoiding social rejection

9. Ability
- How easy or difficult a behavior is to do
- More important than motivation
- Six factors to increase or decrease ability:
- Time
- Money
- Physical effort
- Brain cycles (harder to think)
- Social deviance (people like see do something)

10. Trigger

11. Trigger (cont.)

12. Trigger (cont.)
- We need to make the most intended behavior more likely to occur

13. Reward
- Nucleus accumbens: the nucleus accumbens has a significant role in the
cognitive processing of motivation, reward (i.e., incentive salience, pleasure,
and positive reinforcement)
- Nucleus accumbens is activated every single day through :
- Luxury goods
- Sex
- Junk foods
- Technology

14. Reward
- Nucleus accumbens becomes more active in anticipation of a reward
- And become less active when we get what we want
- The Unknown is Fascinating
- Variability causes us to focus and engage

15. Reward

16. Reward
- Nucleus accumbens is stimulated by variability
- 3 Types of variable rewards
- Tribe
- Hunt
- Self

17. Reward of Tribe
- Search for social rewards
- Things that feel good that have an element of variability and come from
people
- E.g.: Facebook Newsfeed

18. Reward of the Hunt
- Search for resources

19. Reward of the Hunt

20. Reward of the Self
- Search for Self-Achievement
- Feel good have an element of variability but not come from people, feel good
in & of themselves
- Searching for mystery and competency
- E.g. Leveling up in games reflects mystery and competency
- Also Inbox and To do list reflects consistency and completion

21. Internal trigger and Variable Reward
- There is a connection between internal trigger and variable reward
- The purpose of variable reward is give people what they came for, to scratch
the itch and leave people wanting more (leave mystery)

22. Investment
- User put something into the product for future benefit
- Investments increase the likelihood of the next pass through the hook in 2
ways:
- Investment load the next trigger of the hook (Whatsapp message)
- Investment store value (improving the product with use)
- Content on pinterest
- Followers on twitter
- Reputation is form of stored value that user can take to the bank

23. Hook Canvas