The author cites the example of the evolution of the Internet and how it has become more accessible and easier to use with the advent of new technologies. The author also mentions the Fogg Behavior Model which states that the success of simplifying a product depends on removing obstacles in the user's way, and describes the six elements of simplicity: time, money, physical effort, brain cycles, social deviance, and non-routine. The author concludes that the ease of doing a task impacts its likelihood of being adopted and that making a behavior simpler results in increased adoption.
The six elements mentioned in the book "Hooked" are crucial elements of designing successful products or services that capture people's attention and keep them coming back.
- Time: People's attention is a limited resource, and designing products that consume large amounts of time can be a powerful way to keep people engaged.
- Money: Products that require investment, such as paying for a premium version, can increase engagement and create a sense of commitment.
- Physical Effort: Products that require physical effort to use, such as exercise equipment, can increase engagement as users feel a sense of accomplishment from the effort they put in.
- Brain Cycles: Products that are mentally stimulating, such as puzzles or games, can keep people engaged as they challenge their cognitive abilities.
- Social Deviance: Products that allow users to engage in behaviors that deviate from their normal routine, such as social media or dating apps, can be highly engaging as they offer a sense of novelty and excitement.
- Non-Routine: Products that break up the monotony of daily routines, such as scheduling breaks throughout the day, can increase engagement as they offer a change of pace and a sense of variety.
These six elements can be used in combination to create products or services that are highly engaging and keep people hooked.
