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Hooked: How to Build Habit-Forming Products (英语) 精装

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基本信息

语言 : 英语
ISBN : 0241184835
品牌 : Portfolio Penguin
尺寸 : 13.8 x 2.6 x 20.4 cm

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3 星级

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5 星		32%
4 星		28%
3 星		40%
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城市里的狗狗

观点很不错，写作差了一点儿

2015年6月3日

已确认购买

本书的观点很不错，讲解了用户沉迷于产品的系统化过程。观点值5分。

但是，举例方面社交软件的比重太大了，并且作者写作比较差；负1分。

6 个人发现此评论有用

2017年7月21日

已确认购买

比kindle阅读体验好，书的内容不错，结构缜密，不过长句子太多，着实花了些时间才看完。图片也很清晰。这是一位老师推荐的书

1 个人发现此评论有用

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此商品在美国亚马逊上最有用的商品评论

美国亚马逊： 1,186 条评论

J. Walnes

This is the absolute best book on product development I've ever read

2014年8月24日 - 已在美国亚马逊上发表

已确认购买

If you're trying to build the next big app, you need user engagement. This book lays down a model building engagement by having users constantly return to your app. In the beginning this is prompted, but eventually it'll become instinct. This is how viral loops are formed.

It lays out the "Hook Model", a basic framework of the 4 key stages of each loop:

1. Trigger: How does the loop initiate? In the beginning this may be through external triggers (such as an email, notification, icon badge, etc) but through successive loops the user eventually creates internal triggers where a particular thought or emotion will send them back to your product.

2. Action: Once the user is aware they need to use your product (through the trigger), what it the simplest action they can perform to get some kind of reward. For example a Facebook "Like".

3. Variable reward: How are they rewarded for this behavior? This could be social validation (e.g. "my friends approve!"), collection of material resources (e.g. add a photo to a collection) or personal gratification (e.g. inbox zero). The "variable" part is important - rewards should not always be predictable, encouraging users to repeat the cycle.

4. Investment: Finally, the user needs to put something back in to increase the chance of repeating the loop. This could be content (e.g. a book in your Kindle), user entered data (e.g. profile information or linked accounts), reputation (e.g. something to gain a 5 star seller review), or a learned skill (e.g. I'm now really good at this software program). The investment also sets up the trigger to for the next cycle of the loop.

This book is a really easy read. I wanted something that would get to the crux of the problem and set out a practical framework of how to apply it with examples, without being overly verbose on history and research. It delivered.

285 个人发现此评论有用

Gisela Hausmann

Fascinating

2017年4月3日 - 已在美国亚马逊上发表

已确认购买

Love the book.
I will readily admit I borrowed "Hooked" from my library first, lately I delved into a couple of hyped books (for more details please see my other reviews) and now got smarter. I don't buy every book asap. However, after reading halfway through "Hooked" I purchased it because it is fascinating and intelligent on many levels.

Browsing through a couple of negative reviews here I noted that somebody mentioned that this book "Hooked" doesn't provide a perfect blueprint; well, no book ever does. Anybody who believes that is either under the age of 23 or has never tried any business endeavor.

What I like about "Hooked" is that author Nir Eyal presents a multi-faceted picture and thinking. He does not have one scenario but explains how the experiences from many fields lead us to a model how we (most likely) can "hook" customers.

The book is witty and Eyal brings a lot of obvious examples that make the reader think:
"... (p.44) Types of External Triggers: ... Imagine if Facebook or Twitter needed to buy an ad to prompt users to revisit their sites–these companies would soon go broke..."
It's a brilliant example. Most of the people who read this book have a presence on either one or both social media sites, hence we can imagine the situation and we can see why "the advertisement model of yore" is not the answer to today's more complex situation any longer. Opposite to only 25 years ago when running ads on TV or in newspapers was one sure path to success today we have more opportunities hence that old system isn't working any longer.

The book features absolutely fascinating examples.
On p. 32 Eyal lays out that today many investors want to know "Are you building a vitamin or a painkiller?" implying, though a "great vitamin" will have many fans and followers who swear by it there will be others who don't care about living healthy; in contrast, everybody who has pains needs a painkiller whether they like it or not.
Eyal makes the reader go through the exercise of pondering if today's hottest consumer technology companies (FB, Twitter, Instagram etc.) offer vitamins or painkillers. Indeed, though at first it looks as if all of them offer vitamins there are already enough "addicted" people who need "social media site painkillers" to vent, to reaffirm their own worth and so on...

It is this interesting and fascinating thinking which I believe to be valuable to all people regardless of whether they are entrepreneurs who want to sell something, or people who work in a steady employment.

These days we never know how things are going, hence adding this riveting perspective to one's thinking can only be extremely beneficial.

I also appreciated the detailed list of social media sites and apps mentioned throughout the book. I am one of the people Eyal mentions, people who have reservations to join just any site and build cross connections. Still, learning about Codeacademy, Mahalo, Fitocracy, Any.do, Tinder, and what makes visitors come back to them was extremely interesting,.

Recommended with a wholehearted – 5 stars. Now purchased; in fact, I am thinking about getting my two children copies of this book too.

Gisela Hausmann, author and Amazon review expert.

42 个人发现此评论有用

Good Information - that's already available on the author's website

2018年10月11日 - 已在美国亚马逊上发表

已确认购买

There is some really helpful information in the book. Nir does a good job of explaining each idea and then providing multiple real world examples to showcase how each idea is being used by organizations you know. If you know anything about addiction or habit formation, you probably already know the gist. Nir's book is really helpful in translating it over to digital spaces. Truth be told, my favorite part was at the end of each chapter where he lays out questions you should consider to create your own habit-forming product.

The reason I gave this 3 stars is most of what he says is available, for free already, on his site. It's not necessarily laid out as explicitly, but between his articles, weekly email, and podcast, you can get a lot of the same information and many of the same examples. It's a fast and easy read at about 200 pages with images inflating the page total. If you can get this on sale for $5, buy it. You'll certainly get your money's worth.

15 个人发现此评论有用

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