Blog 25: Variable rewards keep users engaged (Hooked model)

• In continuation from blog 24…

• Variable Reward is the third phase of the hooked model.

• “There are three types of variable rewards: the tribe, the hunt, and the self”:

  • “Rewards of the tribe is the search for social rewards fuelled by connectedness with other people”.

  • “Rewards of the hunt is the search for material resources and information”.

  • “Rewards of the self is the search for intrinsic rewards of mastery, competence and completion”.

    
    

• According to the book,

  • “maintaining a sense of user autonomy and trust is a requirement for sustained engagement”.

  • “In addition, experiences with finite variability become increasingly predictable with use and lose their appeal over time". For example, each time a user engages with the social media feed, he/she experiences infinite variability”.

  • “Variable rewards must satisfy users’ needs while leaving them wanting to reengage with the product”.

  
  

• The author (of the book Hooked Model by Nir Eyal) wants us to:

  • Speak with five of our customers in an open ended interview to identify what they find enjoyable or encouraging about the product.

  • Find out if there are any moments of delight or surprise?

  • Is there anything they find particularly satisfying about using the product?

  • Review the steps a customer takes to use our product or service habitually.

  • What outcome (reward) alleviated the user’s pain?

  • Is the reward fulfilling yet leaves the user wanting more?

  • Brainstorm 3 ways our product might heighten users’ search for variable rewards (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).

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!