Hooked: How to Build Habit-Forming Products (Cărți GPeC SUMMIT 2018)De (autor) Nir Eyal
en Limba Engleză Carte Hardback – 06 Nov 2014
In Hooked, Nir Eyal reveals how successful companies create products people can't put down - and how you can too
'A must-read for everyone who cares about driving customer engagement' Eric Ries, author of The Lean Startup
'The most high bandwidth, high octane, and valuable presentation I have ever seen on this subject' Rory Sutherland, vice chairman, Ogilvy & Mather
Winner of best Marketing book in 800-CEO-READ Business Book Awards 2014
'The book everyone in Silicon Valley is talking about' Boris Veldhuijzen van Zanten, founder of The Next Web
Why do some products capture our attention while others flop? What makes us engage with certain things out of sheer habit? Is there an underlying pattern to how technologies hook us?
Nir Eyal answers these questions (and many more) with the Hook Model - a four-step process that, when embedded into products, subtly encourages customer behaviour. Through consecutive "hook cycles," these products bring people back again and again without depending on costly advertising or aggressive messaging.
Hooked is based on Eyal's years of research, consulting, and practical experience. He 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. Hooked is written for product managers, designers, marketers, start-up founders, and anyone who seeks to understand how products influence our behaviour.
Eyal provides readers with practical insights to create user habits that stick; actionable steps for building products people love; and riveting examples from the iPhone to Twitter, Pinterest and the Bible App.
Nir Eyal spent years in the video gaming and advertising industries where he learned, applied, and at times rejected, techniques described in Hooked to motivate and influence users. He has taught courses on applied consumer psychology at the Stanford Graduate School of Business and the Hasso Plattner Institute of Design and is a frequent speaker at industry conferences and at Fortune 500 companies. His writing on technology, psychology, and business appears in the Harvard Business Review, The Atlantic, TechCrunch, and Psychology Today.
Ryan Hoover's writing has appeared in Tech- Crunch, The Next Web, Forbes, and Fast Company. After working on Hooked with Nir Eyal, Hoover founded Product Hunt, a company that has been described as "the place to discover the next big things in tech."
The most high bandwidth, high octane, and valuable presentation I have ever seen on this subject
The book everyone in Silicon Valley is talking about
Hooked gives you the blueprint for the next generation of products. Read Hooked or the company that replaces you will
You'll read this. Then you'll hope your competition isn't reading this. It's that good.
Nir's work is an essential crib sheet for any startup looking to understand user psychology.
When it comes to driving engagement and building habits, Hooked is an excellent guide into the mind of the user.
I've learned a great deal from Nir, and you will too. He'll help you design habits to benefit your users, and your company.
If you're serious about designing seductive products that sell, Hooked is the only psychological toolkit you'll need
Draws on behavioural economics and neuroscience to examine why some products, games and television shows become habits, while others sink. This is useful knowledge for entrepreneurs, marketers and designers ... crucial to generating followers, viewers, consumers and revenues. It is also of wider significance
Gives an overview of one of the most interesting battles in modern business: the intense competition to create new digital products that monopolise people's attention
Principles derived from behavioral science play an increasing role in software design ... Among the most influential is Nir Eyal, an entrepreneur turned user-experience guru who has become Silicon Valley's most visible advocate of habit-forming technology
A must read for anyone looking to start a company or develop a product. It provides four actionable steps to attract users and to ensure that they continue to come back.