A quick synopsis of Nir Eyal's book Hooked.

1. PRODUCT MANAGEMENT
FUNDAMENTALS YOU
CAN USE
- Rajeev Soni

2. PRODUCT MANAGEMENT
UX
TechBiz

3. PRODUCT MANAGEMENT
Desirability
ViabilityFeasibility

4. PRODUCT MANAGEMENT CONTINUUM
Senior Developer System Architect
Technical Product
Manager
Product Manager
Product
Marketing
Manager
Marketing
Manager
Business Head
Product Manager
Marketing / BusinessTech
Design

5. DISTILLED KNOWLEDGE
• Switching cost
• Hooked model of engagement
• Requests vs Real Problems
• Following the metrics
• Pricing - A Value Model

6. SWITCHING COST
• Cost to a user/customer to switch to a competitive or
substitute product
• Financial: Monetary
• Procedural: Effort/time based
• Network effect based
• Data and compatibility based
• Psychological

7. Building an engaging
technology product

8. What are some of the most engaging
tech products you know and use?

10. The
Hook
Model

12. Trigger

13. Triggers cue the user to take action
External
• Paid Trigger
• Earned Trigger
• Relationship Trigger
• Owned triggers
Internal

14. Exercise
•Which internal trigger do you experience
frequently?
•What might be places and times to send an
external trigger?

16. Trigger
+
Ability
+
Motivation
Action

17. How can you improve someone’s ability?
Make what they need to do simple.

18. Elements of Simplicity
• Time—how long it takes to complete an action
• Money—the fiscal cost of taking an action
• Physical effort—the amount of labor involved in taking
the action
• Brain cycles—the level of mental effort and focus required
• Social deviance—how accepted the behavior is by others
• Non-routine—The action matches or disrupts existing
routines

19. Trigger
+
Ability
+
Motivation
Action

20. Motivation

24. Rewards of the tribe — Gratification from others.
Rewards of the hunt — Material goods, money, or
information.
Rewards of the self — Mastery, completion,
competency, or consistency.

25. Exercise
•What rewards do you get from the products you
use everyday?

27. Investment
 Unlike the action phase, which delivers
immediate gratification, the investment phase
concerns the anticipation of rewards in the
future.
Can you give some examples?

28. Investment
 Investments in a product create preferences.
What products do you prefer? Why?

29. Investment
 Investments increase the likelihood of users
returning by improving the service the more it is
used. They enable the accumulation of stored
value in the form of content, data, followers,
reputation, or skill.
How do you create value for the products you use?

30. Investment
 Investments increase the likelihood of users
passing through the Hook again by loading the
next trigger to start the cycle all over again.
Assess your own behavior and see how you get hooked?

36. Thank you
Questions
rajeev@rajeevsoni.com
@rajsoni

37. Product Lifecycle
• Conceive
• Plan
• Develop
• Iterate
• Launch
• Steady State
• Maintain or Kill