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Hooked

作者：Nir Eyal

出版社：CreateSpace Independent Publishing Platform

出版年：2013-12-26

评分：8.0

ISBN：9781494277536

所属分类：行业好书

书刊介绍

内容简介

Why do some products capture our attention, while others flop?

What makes us engage with certain products out of habit?

Is there a pattern underlying how technologies hook us?

This book introduces readers to the "Hook Model," a four steps process companies use to build customer habits. Through consecutive hook cycles, successful products reach their ultimate goal of bringing users back repeatedly -- without depending on costly advertising or aggressive messaging.Hooked is a guide to building products people can't put down.

Written for product managers, designers, marketers, startup founders, and people eager to learn more about the things that control our behaviors, this book gives readers:

- Practical insights to create user habits that stick.

- Actionable steps for building products people love.

- Behavioral techniques used by Twitter, Instagram, Pinterest, and other habit-forming products.

Nir Eyal distilled years of research, consulting and practical experience to write a manual for creating habit-forming products. Nir has taught at the Stanford Graduate School of Business and Hasso Plattner Institute of Design. His writing on technology, psychology and business appears in the Harvard Business Review, The Atlantic, TechCrunch, and Psychology Today.

作者简介

Nir Eyal is the bestselling author of "Hooked: How to Build Habit-Forming Products" and "Indistractable: How to Control Your Attention and Choose Your Life."

He has taught at the Stanford Graduate School of Business and Hasso Plattner Institute of Design. His writing on technology, psychology and business appears in the Harvard Business Review, The Atlantic, TechCrunch, and Psy...

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精彩摘录

习惯养成类产品起初都是非必需品，比如维生素；一旦发展为习惯，它就会变成必需品，如止痛药。

——引自章节：None

当今这个时代，产品销售比拼的是如何占领消费者心智。产品本身就是最好的营销。撩动了用户情感的产品，就占据了用户的心智。产品不只是满足功能，还要反映人性。产品成为科技与人文交融的产物，所以好的产品一定建基于深刻的艺术品位与心理学原理。当产品进入了用户的习惯区间，产品就获得了持续的生命力。上瘾模型：触发-行动-多变的酬赏-投入培养用户习惯的公司并不依赖于费用高昂的营销策划，而是将产品设计与用户的行为习惯和情感状态紧密相连。触发：分内部与外部人类行为的两个基本动因：一是该行为简便易行，二是行为主体有这个主观意愿。可以预见结果的反馈回路无助于催生人们的内心愿望。科学研究表明，人们在期待奖励时，大脑中多巴胺的分泌量会急剧上升。奖励的变数越大，大脑分泌的这一神经介质就越丰富，人会因此进入一种专注的状态，大脑中负责理性与判断力的部分被抑制，而负责需要与欲望的部分被激活。如能合理利用技术，培养能改善彼此关系，使我们更具智慧，提高生产力的健康行为习惯，我们的生活质量会越来越好。急网络连接，海量数据，超快网速于一身的技术正在使这个世界上瘾成性。习惯的力量许多创新都以失败告终，因为用户总是过分地倚重原有产品，而商家却总是高估新产品。即便某个新产品优势显著，但如果与用户所形成的习惯冲突太过激烈，那就注定无法成功。要想打造习惯养成类商品，企业务必考虑两个因素。第一，频率：即某种行为多久发生一次；第二，可感知用途，即在用户心中，该产品与其他产品相比多出了哪些用途和好处。凡是成功的创新都有一个共性：能够解决问题。如果你因为无法实施某种行为而感到痛苦（痒），那说明习惯已形成。习惯养成类产品会在用户大脑中建立一种连接，使他们一感觉痛痒就会想要使用这个产品。外部触发有四种类型：1付费型触发2回馈型触发3人际型触发（核心推动力）4自主型触发情绪，尤其是负面情绪，是一种威力强...

——引自第1页