In the competitive landscape of modern product development, building a successful product goes beyond creating something that users like; it requires creating something they can’t live without. This is where the concept of “Hooked” comes into play. Coined by author Nir Eyal in his book “Hooked: How to Build Habit-Forming Products,” the term refers to a framework that helps product managers create products that form habits among users. In this article, we will explore the significance of the Hooked concept, its definition, key principles, and real-world examples of how it has been implemented to create products with a cult-like following.

The Hooked concept is a behavioral design framework that aims to create products or experiences that become habits for users. It is based on the idea that successful products trigger a four-step process in users: Trigger, Action, Variable Reward, and Investment (TAVI). By employing these four elements strategically, product managers can create products that keep users coming back for more, forming long-lasting habits.

Key Principles

  1. Triggers: Triggers are the cues that prompt users to take action and engage with a product. Triggers can be external (such as push notifications or emails) or internal (emotions or thoughts). Effective products use triggers to spark user interest and encourage action.
  2. Action: The next step in the Hooked framework is to make the desired action as simple and frictionless as possible. Products should be designed to require minimal effort from users to encourage them to take the intended action.
  3. Variable Reward: Variable rewards create anticipation and keep users engaged. By offering unpredictable and gratifying rewards, products can trigger a sense of curiosity and drive users to return regularly.
  4. Investment: The final step is to encourage users to invest time, effort, or data into the product. This investment strengthens the user’s commitment and increases the likelihood of forming a habit.

Implementation Process

  1. Understand User Needs: Product managers must deeply understand their target audience’s needs, desires, and pain points to identify potential triggers and rewards that will resonate with users.
  2. Design Seamless Experiences: The user experience should be seamless and intuitive, making it easy for users to take action and receive rewards.
  3. Test and Iterate: The Hooked framework is not a one-size-fits-all approach. Product managers should continuously test and iterate on the elements to find the right combination for their specific product.

Real-World Examples

  1. Instagram: Instagram leverages triggers like push notifications to remind users to check their feed and take actions such as liking, commenting, and posting photos. The variable reward of discovering new and visually appealing content keeps users engaged.
  2. Slack: Slack’s user-friendly interface makes it easy for teams to communicate and collaborate, creating a habit-forming product that users depend on for daily work.


The Hooked concept is a powerful framework that empowers product managers to design habit-forming products. By understanding user psychology and employing triggers, actions, variable rewards, and investment, products can create a strong user habit loop, leading to long-term engagement and success.

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