I first came across the work of Nir Eyal when his book Hooked: How to Build Habit-Forming Products was selected for the AssociationSuccess.org book club.
He spent years researching products that form habits and determining the correlation between them.
What does he mean by habits? When you’re sitting in a waiting room with nothing to do, or looking for a quick distraction from your work, what is your first impulse? I bet it is to scroll though social media. Facebook? Perhaps Twitter?
These were both designed specifically to keep you coming back on a day-to-day basis, and Nir suspected that there was a formula to cultivate such engagement.
He came up with the hook model, which is a 4-step process to create habits around your products. He caught our attention because it is extremely useful when designing association benefits – such as online communities. In this blog post I explain how it works.
Over the last few months, I keep accidentally finding myself on his blog, NirAndFar.com. It made me realize that his work is not only very insightful, but it’s also very relevant to the association space. He draws strong connections between technology, psychology, and business, and teaches you how to apply them.
As is the case with all of our book club selections, we’ll be hosting a chat with Nir where he’ll talk about the hook model, but he’ll also dive into other topics he discusses on his blog.
His work is relevant for associations who are forward thinking. Here are some of my favorite of his posts so you can get a taste of his insights:
“Perhaps you’d like people to use your product or service frequently, but it just doesn’t make sense to do so.”
“There are three benefits conversational user interfaces have over traditional software and we believe these lessons can inform and inspire the redesign of countless online services.”
“While fans of Mad Men are familiar with how the ad industry once created consumer desire during Madison Avenue’s golden era, those days are long gone.”