Blog 26: Investments done increase the probability of users returning (Hooked model)

• In continuation from blog 25…

• The investment phase is the fourth step in the hooked model.

• Step 2, i.e., ‘action phase’ delivers immediate gratification (blog 24).

• While step 4, ‘investment phase’ concerns the anticipation of rewards in the future.

  
  

• “Investments in a product create preferences because of our tendency

  • to overvalue our work,

  • be consistent with past behaviours, and

  • avoid cognitive dissonance”

• “Investment comes after the variable reward phase (step 3), when users are primed to reciprocate.”

• “Investments increase the likelihood of users returning by improving the service the more it is used. They enable the accrual of stored value in the form of content, data, followers, reputation or skill.”

• “Investments increase the likelihood of users passing through the hook again by loading the next trigger to start the cycle all over again.”

  (Excerpts from the book)

  
  

• As a to-do, the author of the book (Hooked Model by Nir Eyal) wants us to:

  • Review our product flow.

  • Identify what ‘bit of work’ our users doing to increase their likelihood of returning?

  • In addition, brainstorm three ways to add small investments into the product to:

    • Load the next trigger for the users.

    • Store value as data, content, followers, reputation and skill.

    • Identify how long it takes for a loaded trigger to reengage with users. And then, how can we reduce this trigger lag.

Continue reading about the Hooked Model by Nir Eyal (Blog 22, 23, 24, 25, 26, 27)

Jump to blog 100 to refer to the overall product management mind map.

All the best!