What is it?

The Hooked Model, devised by Nir Eyal, is a four-phase framework for crafting habit-forming products that drive repeat engagement and retention.

It solves the common growth challenge of one-off users by stringing them into a loop of Trigger, Action, Variable Reward, and Investment. External triggers, like push notifications or email nudges, prompt users to take a simple Action, such as clicking a button or swiping a feed. A carefully designed Variable Reward then sparks a dopamine hit, think surprise discounts, social validation, or fresh content. Finally, the Investment phase invites users to commit time, data, or social capital, cementing the habit and boosting the odds they'll re-enter the loop.

By systematically engineering each phase, you build sticky experiences, reduce churn, and unlock scalable, sustainable growth through lasting user habits.

Why it matters?

Habit-forming products scale faster because they lean on user psychology, not just paid channels. By chaining triggers to actions and variable rewards, you lock in engagement loops that drive retention, boost lifetime value, and lower churn. The Hooked Model turns passive users into active advocates, giving you a reliable growth engine that compounds over time.

How it works

Growth co-pilot turns your toughest product questions into clear, data-backed recommendations you can act on immediately.

Map External Triggers

List every prompt, emails, ads, in-app alerts, that brings users in. Analyze open rates and click-throughs to double down on your highest-performing channels.

Simplify the Action

Strip your core action down to a single, frictionless step (e.g., swipe, tap, type a word). The easier the behavior, the higher your conversion rate.

Engineer Variable Rewards

Design three reward types, tribal (social), hunt (material), and self (intrinsic). Rotate them unpredictably to hook users on the surprise factor.

Drive Investment

Ask users to invest a bit of time or data, completing profiles, creating playlists, or inviting friends. Each investment increases switching costs and likelihood of return.

Frequently asked questions

Growth co-pilot turns your toughest product questions into clear, data-backed recommendations you can act on immediately.

What's the difference between internal and external triggers?

External triggers are cues like push notifications or emails that drive users into your product. Internal triggers live in the user's mind, emotions or routines that make them reach for your app without a prompt.

What's the difference between internal and external triggers?

Can I use the Hooked Model for B2B products?

Absolutely. B2B users have their own habit drivers, think workflow efficiency or data dashboards. Map internal pain points as triggers, then create loops around action and reward to build daily stickiness.

Can I use the Hooked Model for B2B products?

How do I pick the right variable reward?

Run quick user interviews and A/B tests. Tribal rewards (social proof), hunt rewards (discounts), and self rewards (skill mastery) each tap different motivations. Mix and match to see what hooks your audience.

How do I pick the right variable reward?

What metrics validate the Hooked Model is working?

Look at cohort retention curves, DAU/MAU ratios, and average session frequency. A rising retention curve and higher session counts per user signal your habit loops are landing.

What metrics validate the Hooked Model is working?

Look at cohort retention curves, DAU/MAU ratios, and average session frequency. A rising retention curve and higher session counts per user signal your habit loops are landing.

Isn't the Hooked Model unethical or a dark pattern?

It can be, if you build loops without real value. Use it responsibly by ensuring each phase delivers genuine benefit. Focus on solving real user problems, not just inflating metrics.

Isn't the Hooked Model unethical or a dark pattern?

It can be, if you build loops without real value. Use it responsibly by ensuring each phase delivers genuine benefit. Focus on solving real user problems, not just inflating metrics.

You've designed your habit loop with the Hooked Model. Don't stop there, run your flow through the CrackGrowth diagnostic to uncover hidden drop-off points and spin up data-driven experiments that supercharge retention.

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