Consumers today have an almost limitless array of choices, which are usually just a simple internet search away. They can compare competing products in detail, not just on price but on every feature imaginable, drawing from a bewildering variety of product reviews and other information at their fingertips. As a result, brands need to create an enduring connection with consumers – a connection that brings consumers back to the same product again and again because it delivers what they need, and it does so on multiple levels.
The Hook Model, developed by Nir Eyal and described in his book Hooked: How to Build Habit-Forming Products, provides a framework for building this type of deep, enduring connection that keeps consumers coming back. Here at Humantel, we are also leveraging the Hook Model to help your teams use our product more effectively.
In this article, you’ll get an introduction to:
- The Hook Model and how to apply it to your product
- How Humantel uses the Hook Model to make your team more productive
The Hook Model
“The Hook Model describes an experience designed to connect the user’s problem to a solution frequently enough to form a habit.” Once that habit has been formed, the product can then spark “unprompted user engagement, bringing users back repeatedly, without depending on costly advertising or aggressive messaging.”
Eyal does point out that not all products fit the habit-forming model – they need to fall within the “Habit Zone,” which requires that the behavior involved in using the product be frequent and have high perceived utility (i.e., the behavior is rewarding compared to other options). However, even for products that do not fall in the Habit Zone, the Hook Model can still be applied, at least in part, to help build a deeper connection between consumer and product.
The Hook Model has four phases: trigger, action, variable reward, and investment.
- Triggers cue the user to act.
- Actions are the simplest behavior taken in anticipation of reward.
- Variable rewards satisfy a need and leave the user wanting to reengage with the product.
- Investment by the user increases future rewards.
Designing these four phases into your product, or at least leveraging the aspects of them applicable to your product, can make your product more compelling and a more likely choice for consumers.
Humantel and the Hook Model
The Hook Model is focused primarily on consumer products, in which companies are trying to win mindshare from busy consumers with a lot of choices for how they spend their money and time. Enterprise products like Humantel are different in that the end users of the product will likely feel more compelled to use the product, since it is being used by their colleagues and is probably a requirement of their job description.
However, it remains true that the more engaging and rewarding the enterprise product is, the more beneficial it is going to be to the end user, and ultimately the enterprise itself. We have designed the Humantel product with that in mind, to ensure we maximize the productivity of the teams using Humantel to improve their brands.
By moving from the existing market research model, which entails a large, detailed report generated at the end of a long study, to the daily insights created by the Humantel team, we’ve moved the consumption of market research data into a combined frequency and utility space that can be habit forming.
The daily Humantel insights are delivered via email or notification, giving them a regular cadence and making them mobile friendly.
The action required of the user (reading a brief, engaging, multimedia article on your phone) is much simpler than a daunting 100-page report sitting on your desk, and thus more likely to become a regular action.
The daily drip model helps spark new ideas at regular cadence, and each new article brings with it the opportunity for fresh insight. In addition, users have access to the underlying survey data through the platform and can generate new insights themselves.
The user investment comes in with the ideation engine that Humantel layers onto the platform. Users can comment on articles and share them with their coworkers, and as a result the next time they return to the Humantel platform, they will be on the receiving end of new comments and ideas as well.
Ultimately, all these aspects of the Humantel product come together to help your team members be more productive, and to help your team work more collaboratively, leading to a more customer-centric corporate culture.