1. 9. Morality of manuplation
1.1. Is it ethical?
1.2. Designing habit-forming products is form of manupulation
1.2.1. 2
1.3. Users take or technologies to bed with them
1.3.1. 1
1.4. What is our responsibility?
1.4.1. Help others find meaning. Engage them in something important
1.4.1.1. 1
1.4.2. example
1.4.2.1. 7 cups
1.4.2.2. video
1.4.2.2.1. #173 Hooked: How to Build Habit-Forming Products with Nir Eyal
1.5. slide
1.5.1. 1
1.5.2. 2
1.5.3. 1
1.6. video
1.6.1. #173 Hooked: How to Build Habit-Forming Products with Nir Eyal
2. 8. Investment
2.1. The point of investment phase
2.1.1. increase the likelihood of the next pass trough the hook
2.2. Two ways to increase the likelihood of the next pass through the hook
2.2.1. load the next trigger of the hook
2.2.1.1. Whatsapp example
2.2.1.1.1. when you send a message there is no immediate gratification
2.2.1.1.2. picture
2.2.1.1.3. video
2.2.1.2. is an open invitation for an external trigger tobe returned
2.2.1.3. Picture
2.2.1.3.1. 1
2.2.1.4. Video
2.2.1.4.1. #173 Hooked: How to Build Habit-Forming Products with Nir Eyal
2.2.2. Storing Value
2.2.2.1. Improving the product by use
2.2.2.2. everything in the physical world looses value with wear and tear
2.2.2.3. Habit forming product's value increases with usage
2.2.2.4. Forms of storing value
2.2.2.4.1. content
2.2.2.4.2. Data
2.2.2.4.3. Followers
2.2.2.4.4. Reputation
2.2.2.5. You have been told a myth when it comes to product design that all it takes to win a market is just to make the best product
2.2.2.5.1. video
2.2.2.5.2. The product that can capture the mono poly of the mind
2.2.2.5.3. pcture
2.2.2.6. If you need customers to use your product without a lot of marketing messages that annoy them use the 5 questions
2.2.2.7. 5 questions
2.2.2.7.1. Hook model nir eyal
2.2.2.8. Examples
2.2.2.8.1. Content
2.2.2.8.2. Data
2.2.2.8.3. Followers
2.2.2.8.4. Reputation
2.2.2.9. Picture
2.2.2.9.1. 1
2.2.2.10. video
2.2.2.10.1. #173 Hooked: How to Build Habit-Forming Products with Nir Eyal
2.3. slide
2.3.1. 1
2.3.2. 2
2.4. video
2.4.1. #173 Hooked: How to Build Habit-Forming Products with Nir Eyal
3. 7. Reward
3.1. three types pf variable rewards
3.1.1. Tribe, search for social reward
3.1.1.1. picture
3.1.1.1.1. 1
3.1.1.1.2. 2
3.1.1.2. Video
3.1.1.2.1. #173 Hooked: How to Build Habit-Forming Products with Nir Eyal
3.1.1.3. That has that element of variability and come from other people
3.1.1.4. Types
3.1.1.4.1. Empathetic Joy
3.1.1.4.2. Partner Ship
3.1.1.4.3. Co-operation
3.1.1.4.4. Competition
3.1.1.5. We like social rewards
3.1.1.5.1. How many likes
3.1.1.5.2. What kind of comments
3.1.1.5.3. High degree of variability
3.1.1.5.4. Video
3.1.2. Hunt, search resources
3.1.2.1. Are all about seach for matterial possesions in modern societies we buy this things with money
3.1.2.1.1. gambling
3.1.2.1.2. software Feed
3.1.2.2. Picture
3.1.2.2.1. 1
3.1.2.3. Video
3.1.2.3.1. #173 Hooked: How to Build Habit-Forming Products with Nir Eyal
3.1.3. Self, search for self-achievement
3.1.3.1. picture
3.1.3.1.1. 1
3.1.3.1.2. 2
3.1.3.2. video
3.1.3.2.1. #173 Hooked: How to Build Habit-Forming Products with Nir Eyal
3.1.3.3. Search for mastery, competency and control. You might find it in playing online game
3.1.3.3.1. get to the next level in candycrush
3.1.3.3.2. The business game everbod plays " checking emails"
3.1.4. Picture
3.1.4.1. 1
3.1.5. Video
3.1.5.1. #173 Hooked: How to Build Habit-Forming Products with Nir Eyal
3.2. The point of variable reward phase is to give user what they came for.
3.2.1. To Scratch their itch
3.2.2. Leave a little bit mistery around what they might find next time for the next time that they engage
3.2.3. connect the variable reward with the internal trigger
3.2.4. It's so critical to understand that internal trigger becasue you have no hope of designing a reward that meet user's needs unless you understand their physiological state
3.2.4.1. video
3.2.4.1.1. #173 Hooked: How to Build Habit-Forming Products with Nir Eyal
3.2.5. Examples
3.2.5.1. if the internal trigger is boredom gamification will be good tool
3.2.5.2. if the internal trigger is workplace anxiety, certainty is the solution
3.2.5.3. if the internal trigger is loneliness, we gotta connect people together
3.2.6. Picture
3.2.6.1. 1
3.2.7. video
3.2.7.1. #173 Hooked: How to Build Habit-Forming Products with Nir Eyal
3.3. Brain
3.3.1. Nucleus Accumbens
3.3.1.1. join the electrode to the Reward systems even mice died.
3.3.2. When Nucleus Accumbens activates ?
3.3.2.1. sex /nope
3.3.2.2. Luxry goods / nope
3.3.2.3. In anticipation of reward
3.3.2.3.1. Video
3.3.2.3.2. picture
3.3.2.4. It deactivates when you have the thing you desire
3.3.2.4.1. picture
3.3.3. Nucleaus Accumbens activates the stress of desire / craving
3.3.3.1. video
3.3.3.1.1. #173 Hooked: How to Build Habit-Forming Products with Nir Eyal
3.3.4. Nucleus Accumbens / Olds & Milner
3.3.4.1. Nucleus Accumbens / Olds & Milner
3.3.4.2. 2-Minute Neuroscience: Nucleus Accumbens
3.3.5. How to manufacture desire?
3.3.5.1. video
3.3.5.1.1. #173 Hooked: How to Build Habit-Forming Products with Nir Eyal
3.3.5.2. The unkown
3.3.5.3. the mistery
3.3.5.4. Variability causes us to focus, engage and increases behavior
3.3.5.4.1. picture
3.3.5.4.2. Skinner's experiment
3.3.5.4.3. Skinner's e
3.3.6. picture
3.3.6.1. 1
3.3.7. Video
3.3.7.1. #173 Hooked: How to Build Habit-Forming Products with Nir Eyal
3.4. slide
3.4.1. 1
3.5. video
3.5.1. #173 Hooked: How to Build Habit-Forming Products with Nir Eyal
4. 6. Action
4.1. Simplest behaviour done, in anticipation of a reward
4.2. Examples
4.2.1. Scroll
4.2.1.1. facebook
4.2.1.2. pinterest
4.2.2. Searching
4.2.2.1. in google
4.2.3. Pushing the play button
4.2.3.1. youtube
4.2.3.2. netflix
4.3. BJ fogg model
4.3.1. b=m+a+t
4.3.1.1. behavior = Motivation + Ability + Trigger
4.3.1.2. Motivation
4.3.1.2.1. The enery for action / Edward Deci
4.3.1.2.2. Picture
4.3.1.2.3. Edward deci
4.3.1.2.4. 6 factors to increase motivation
4.3.1.3. Ability
4.3.1.3.1. The capacity to do a particular action
4.3.1.3.2. Easier something is to do, more likely the people are to do
4.3.1.3.3. 6 factors that could increase and decrease ability
4.3.1.3.4. Phone Example
4.3.1.3.5. Video
4.3.1.3.6. Picture
4.3.1.4. Trigger
4.3.1.4.1. there could be High Motivation & High Abillity but if you do not have trigger - no action
4.3.1.4.2. video
4.3.2. graph
4.3.2.1. BJ fogg model graph
4.3.2.1.1. High Motivation Low Ability is frustration
4.3.3. video
4.3.3.1. #173 Hooked: How to Build Habit-Forming Products with Nir Eyal
4.3.3.2. Fogg behavior model in 2 minutes and 30 seconds
4.4. slide
4.4.1. 1
4.4.2. 2
4.5. Video
4.5.1. #173 Hooked: How to Build Habit-Forming Products with Nir Eyal
5. 5. Triggers
5.1. External
5.1.1. The information for what to do next
5.1.2. slide
5.1.2.1. Picture
5.1.3. Video
5.1.3.1. #173 Hooked: How to Build Habit-Forming Products with Nir Eyal
5.2. Internal Trigers
5.2.1. Types of Internal Triggers
5.2.1.1. People
5.2.1.2. Places
5.2.1.3. Emotions
5.2.1.3.1. Specifically negative emotions prompts us to relief discomfort
5.2.1.3.2. time management is emotion management
5.2.1.3.3. Every behaviour is promted by onething that's the desire to escape discomfort
5.2.1.3.4. Every thing we do, every product we use is used for one reason only to modulate our mood
5.2.1.4. Situations
5.2.1.5. Routines
5.2.2. IF YOU WANT TO HAVE A HABIT CHANGİNG PRODUCT YOU HAD TO KNOW What is your customer's internal triggers
5.2.2.1. users itch
5.2.2.2. Video
5.2.2.2.1. #173 Hooked: How to Build Habit-Forming Products with Nir Eyal
5.2.3. slide
5.2.3.1. Picture
5.2.4. video
5.2.4.1. #173 Hooked: How to Build Habit-Forming Products with Nir Eyal
6. 4. Four basic steps
6.1. slide
6.1.1. Picture
6.2. video
6.2.1. #173 Hooked: How to Build Habit-Forming Products with Nir Eyal
7. 3. Hook
7.1. Definition
7.1.1. The hook is an experience designed to connect a user's problem to a company's products and solutions with enough frequency to form a habit.
7.2. Slide
7.2.1. picture
7.3. Video
7.3.1. #173 Hooked: How to Build Habit-Forming Products with Nir Eyal
8. 2. Habits can be used for good
8.1. Slide
8.1.1. Picture
8.2. video
8.2.1. #173 Hooked: How to Build Habit-Forming Products with Nir Eyal
9. 1. Definition of Habit
9.1. Description
9.1.1. an ipulse to do a behaviour with little or no conscious tought
9.2. Slide
9.2.1. 1
9.3. Video
9.3.1. #173 Hooked: How to Build Habit-Forming Products with Nir Eyal
10. Author
10.1. Nir Eyal
10.1.1. Nir Eyal Photo
10.1.2. Nir Eyal Biogrophy
10.1.3. Some of his Investments
10.1.3.1. Eventbrite (NYSE:EB)
10.1.3.2. Anchor.fm (acquired by Spotify)
10.1.3.3. Kahoot! (KAHOOT-ME.OL)
10.1.3.4. Refresh.io (acquired by LinkedIn)
10.1.3.5. Product Hunt
10.1.3.6. Marco Polo
10.1.3.7. Presence Learning
10.1.3.8. 7 Cups
10.1.3.9. Pana
10.1.3.10. Byte Foods
10.1.3.11. FocusMate
10.1.3.12. Shadow
10.2. Nir Eyal slideshere
10.2.1. Nir Eyal’s Presentations on SlideShare
10.3. Note
10.3.1. wednesday office hours check that
11. Videos
11.1. Summaries
11.1.1. "Hooked" by Nir Eyal - BOOK SUMMARY
11.1.2. HOOKED by Nir Eyal | Core Message
11.1.3. How to Break Bad Habits - Hooked: How to Build Habit-Forming Products by Nir Eyal
11.2. Ted Talk
11.2.1. What makes some technology so habit-forming? | Nir Eyal | TED Institute
11.3. Other Videos
11.3.1. Hooked: The Psychology of How Products Engage Us by Nir Eyal
11.3.2. NIR EYAL - VARIABLE REWARD: Why We Get Hooked | London Real
11.3.3. https://vimeo.com/267205837
11.3.4. Nir Eyal | How to Build Habit-forming Technologies
12. Hook Model Canvas
12.1. Canvas
12.1.1. Hook Model Canvas
12.2. Examples
12.2.1. Linkedin
12.2.1.1. Hook Model LinkedIn
12.2.2. Facebook
12.2.2.1. canvas
12.2.3. Instagram
12.2.3.1. canvas
12.2.4. TikTok
12.2.4.1. canvas
12.2.4.2. 1
12.2.5. Pokemongo
12.2.5.1. canvas
12.3. 5 questions
12.3.1. Hook model nir eyal
12.3.1.1. Trigger
12.3.1.1.1. 1 What internal trigger is the product adressing?
12.3.1.1.2. 2 What external trigger gets the user to the product ?
12.3.1.2. Action
12.3.1.2.1. 3 What is the simplest behavior anticipation of reward ?
12.3.1.3. Reward
12.3.1.3.1. 4 Is the reward fullfiling, yet leaves the user wanting more?
12.3.1.4. Investment
12.3.1.4.1. 5 What is the "bit of work" is done to increase the likelihood of returning ?