The Investment phase leverages a cognitive bias known as the (or the "IKEA effect"): the more work we put into something, the more we value it. Investments make the product better for the user over time, creating a customized experience that makes leaving difficult. Examples include: Building a follower list on Spotify or Twitter. Accruing history and data in an accounting software.
In the modern digital economy, the most valuable commodity is user attention. Companies that successfully capture and retain this attention do not rely solely on aggressive marketing campaigns; instead, they build products that integrate seamlessly into the daily routines of their users.
Every habit starts with a trigger—a cue that prompts a user to act. Triggers are the actuators of user behavior and come in two types: external and internal.
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Rewards driven by social connection, validation, and acceptance from peers. Getting likes, retweets, or comments on an Instagram post.
A habit is an automatic behavior triggered by a situational cue. It is something we do with little or no conscious thought. According to Eyal, products that form habits solve a user's problem by becoming a part of their daily routine.
Ultimately, the investment phase loads the next external trigger, starting the entire cycle all over again. The Manipulation Matrix: The Ethics of Habit Formation hooked how to build habit-forming products by nir eyal pdf
Neurological feedback loop driven by the anticipation of pleasure.
Nir Eyal is careful to include a chapter on ethics. He uses the to help creators determine if they should build a habit-forming product:
Once the trigger fires, the user must take action. The action is defined as the simplest behavior done in anticipation of a reward. The Investment phase leverages a cognitive bias known
Nir Eyal’s book, Hooked: How to Build Habit-Forming Products , breaks down the pattern that turns occasional users into daily addicts. It is essential reading for Product Managers, UX Designers, and Marketers.
Drives users to check Facebook, Instagram, or Tinder.