Hooked: How to Build Habit-Forming Products

本修訂版更新了全新的案例研究，是一本打造習慣養成型產品的實操指南。

成功的企業如何打造出讓人欲罷觀罷的產品？為什麼有些產品能吸引廣泛關注，其他產品卻以失敗告終？是什麼讓我們出於純粹的習慣去使用某些產品？在科技如何勾住我們的背後，是否存在著某種模式？

在《Hooked》（鉤道效應 / 打造消費習慣的神奇公式）一書中，尼爾·埃亞爾（Nir Eyal）回答了這些問題（以及更多疑問），並解釋了「鉤道模型」（Hook Model）——這是一個植入於許多成功企業產品中的四步驟流程，用以潛移默化地引導客戶行為。透過連續的「鉤道循環」，這些產品達成了無須依賴高昂廣告或強勢行銷訊息，就能讓使用者一次又一次回訪的終極目標。

基於多年的研究、顧問諮詢與實務經驗，埃亞爾寫下了這本他在擔任新創公司創辦人時夢寐以求的書——這不是抽象的理論，而是一本打造更佳產品的實用指南。

埃亞爾為讀者提供： • 創造黏性使用者習慣的實用洞察。 • 打造令人喜愛之產品的可執行步驟。 • 從 iPhone 到 Twitter、Pinterest 到 Bible App，以及許多其他習慣養成型產品的引人入勝案例。

《Hooked》適合產品經理、設計師、行銷人員、新創公司創辦人，以及任何渴望理解產品如何影響我們行為的人。

Updated with a new case study, this revised edition is a how-to guide for building habit-forming products.

How do successful companies create products people can’t put down? Why do some products capture widespread attention while others flop? What makes us engage with certain products out of sheer habit? Is there a pattern underlying how technologies hook us?

In Hooked, Nir Eyal answers these questions (and many more) by explaining the Hook Model—a four-step process embedded into the products of many successful companies to subtly encourage customer behavior. Through consecutive “hook cycles,” these products reach their ultimate goal of bringing users back again and again without depending on costly advertising or aggressive messaging.

Based on years of research, consulting, and practical experience, Eyal wrote the book he wished had been available to him as a start-up founder—not abstract theory, but a how-to guide for building better products.

Eyal provides readers with:
• Practical insights to create user habits that stick.
• Actionable steps for building products people love.
• Fascinating examples from the iPhone to Twitter, Pinterest to the Bible App, and many other habit-forming products.

Hooked is for product managers, designers, marketers, start-up founders, and anyone who seeks to understand how products influence our behavior.