Hooked: How to Build Habit-Forming Products

Why do some products capture our attention while others fade into obscurity?
What makes us check our phones, open an app, or scroll a feed without even thinking?
Is there a repeatable pattern behind how technology hooks us?

In Hooked, Nir Eyal reveals the secret psychology behind the world’s most engaging products. Introducing the groundbreaking Hook Model - Trigger -> Action -> Variable Reward -> Investment - Eyal uncovers how products from Apple, Twitter, Instagram and Google create lasting user habits and how you can ethically harness these principles to build products people love.

Packed with cutting-edge behavioural science, case studies, and practical frameworks, Hooked is both a manual for product designers and a mirror for anyone curious about their own habits.

‘Hooked changed my life. It’s essential reading for anyone who wants to better understand their actions and habits’
Steven Bartlett, author of Diary of a CEO

‘Nir Eyal taught Silicon Valley how to design behaviour — and then reminded us to use that power responsibly'
Mark Manson, author of The Subtle Art of Not Giving a F*ck

‘Our challenges go beyond technology; they stem from the internal discomfort that Nir Eyal’s work helps us understand’
Ali Abdaal, author of Feel Good Productivity

‘In Hooked, Nir Eyal shows the fine line between persuasion and coercion — and why ethical design matters more than ever’
Jim O’Shaughnessy, Infinite Loops Podcast