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The Hooked model

The Hooked model

Key takeaways

Nir Eyal described the model in 2012 and later expanded it in his book Hooked.
The investment step is what makes the product more valuable with use.
Variable rewards work because the outcome is uncertain, which is also why they need care.
Ask whether you would be happy for users to know exactly how the hook works.

My take

Habit products earn trust only if the habit genuinely helps the user.

Product

Source: Original by Sarang. Origin: Nir Eyal, 2012. Source: The Hooked Model, Nir Eyal

Four steps that turn a product into a habit, repeated until no prompt is needed.

More infographics

The MVP loop
The launch pass
Diffusion of innovations

Analysis, e-commerce and product

Let’s build something worth using.

Business analyst and co-founder with e-commerce, marketing and operations experience since 2021. I co-founded three e-commerce businesses, including Earra, and I design and build products and websites end to end.

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Running Emberoot and building a stealth venture

Liverpool, UK

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