Hook model

What it's for

Products people use out of habit tend to follow a loop. Something prompts them (a trigger); they do something simple (an action); they get a reward that varies enough to stay interesting; and they put something in (an investment), such as data, content or connections, that makes the product more valuable next time and sets up the next trigger.

Use it to understand why a product is or isn't part of people's routine, and design with care: the loop that builds a useful habit can also build one people regret. Ask whether your users would thank you for it.

How to run it

1. Triggers10 min

   What prompts people to come back: outside prompts like a notification, and inside ones like a feeling.

2. Action10 min

   The simplest thing they do in expectation of a reward. What makes it harder than it needs to be?

3. Reward10 min

   What they get, and what keeps it from becoming predictable.

4. Investment10 min

   What they put in that makes the product better for them next time.

5. Check the ethics10 min2 votes each

   Would users be glad of this habit? Would you use it yourself? Vote on any part of the loop that crosses a line.

Tips

• Internal triggers are feelings: boredom, uncertainty, loneliness. Name the feeling your product answers.
• If people would be embarrassed to know how the loop works, change the loop.

Where it comes from

Pairs well with