📘 Book | 2014 | Behavioural Design, Startup Psychology
“Habits are when not doing something causes a bit of pain.”
The Hook Model is the core framework:
Internal triggers drive habit loops.
Products that solve emotional discomfort — like boredom, loneliness, uncertainty — become habits faster.
Variable rewards are psychologically sticky.
Unpredictable outcomes (think: new likes, fresh content, loot boxes) fuel engagement through anticipation.
User investment is what closes the loop.
The more effort or content a user adds (like playlists, profiles, or messages), the harder it is to leave.
| Step | UX Implication |
|---|---|
| Trigger | Map user flows to emotional/internal triggers, not just functionality |
| Action | Reduce friction — the action must be ridiculously easy |
| Variable Reward | Design feedback or payoff that surprises/delights or offers novelty |
| Investment | Get users to put skin in the game early (e.g., customise, follow, save) |
💬 “Behaviour change doesn’t require a million-dollar marketing budget — just the right hook.”
This book terrified me…… Did you ever watch the Social Dilemma? Well this is sort of the book version of this, but applied to building ‘stickyness’ in products.
Ok, so It helped me zoom in on the psychology of repeated use. It’s not just about creating a good first impression — it's about creating a loop people want to return to.
But boy oh boy is that a very dangerous area to play around with……
As a UX researcher, it’s also helped me analyse products more deeply. I now find myself asking: What’s the trigger here? Is there a variable reward? Where’s the investment? This model gives you a lens to audit UX patterns and nudge behaviour ethically (at least Nir makes that very clear in the book).
That said, the ethics matter. It’s easy to take this book too far and design for compulsion — especially with variable rewards. I always ask: Is this habit helping the user — or just hooking them?
https://www.youtube.com/watch?v=uaaC57tcci0