Keynote: Hooked: How to Build Habit-Forming Products
summary
Analyzes why some apps become habits by laying out a four-step Hook model trigger, action, reward, investment and concrete mechanics: internal triggers are often negative emotions, BJ Fogg’s motivation × ability × trigger formula predicts behavior, intermittent rewards (tribe, hunt, self) amplify desire via anticipatory nucleus accumbens activity, and easier actions beat flashy persuasion. Gives a real product example Seven Cups: 180,000 sessions/week and cites a study finding it comparable to traditional psychotherapy while showing how investments make platforms stick.
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chapters (22)
- 0:00Introduction
- 2:00What is a Hook
- 2:28Triggers
- 3:27Internal triggers
- 4:23Negative valence states
- 6:27Action phase
- 7:13Motivation and ability
- 8:55Conceptual graph
- 11:45The nucleus accumbens
- 13:46How the brain gets us to act
- 14:58The unknown is fascinating
- 16:10Three types of variable rewards
- 16:32Social media example
- 17:24The feed
- 18:40Game play
- 19:09Clearing notifications
- 19:29Investment phase
- 20:47Cold hard fact
- 21:12Trigger action reward investment
- 22:04My incentive
- 22:27Example
- 24:21Survey
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