What is an example of Hook model in the wild?
Nir has a favorite fitness app that has been able to implement his ideas beautifully. Here are the four steps to getting hooked.
1 - Trigger - This is an itch the consumer wants to scratch, an uncomfortable phycological or emotional state a customer wants to change. Every habit-forming product has to figure this out.
In case of this fitness app, there's a lot of uncertainly about choosing something to do in the gym, and that's the trigger! "Getting in shape" is not a habit, it's an aspiration, so that doesn't work, but choosing something to do, that could become a habit. A habit is a discrete behavior you want to see repeated.
2- Action - What do you do now? - Open the app. It's easy to get a consumer into a simple habit that can be done without a conscious thought.
3 - Reward - Some kind of uncertainly of what you might find. This is what makes books fun to read and sports fun to watch. It's mystery! What exercise should you do now? The app chooses the exercises, including the reps, and the weights, making the act of lifting the weights to be the reward in itself.
4 - Investment - user puts something into the product to make it better with use. You , the user, store value. It also pre-loads a trigger for the next time, using the stored value.