Module One Hooked Model

From Section 4 Website: "The first phase of the Hooked Model is Triggers, the rings, dings, and pings that propel customers into action. While some triggers feel like spam, others appear as perfectly timed relief. What separates noise from magic? Context. In this video, you’ll learn how to design context-aware triggers that catalyze engagement. "

Hooked Model: Triggers

As a quick reminder: TRIGGER -> ACTION -> Variable Reward -> Subtle pattern four phase cycle

Designed connects users problem to your product with enough frequency to form a habit
First successful cycle, preferences are shaped and tastes are formed

1. Trigger Phase

Trigger: Call to action, pings us to do something with information
Think about all the fuckin notifications we get each day
External Triggers propel users in the hooked model
Internal Triggers uncomfortable emotional state that we seek to escape from

Let's just take a moment and think of all the products that trigger us:

Often times we use products to alleviate boredom, stress or anxiety. When we think of Google, we use it to help us look things up when we are unsure of what to do. We use Tik Tok when we are bored or Tweet to express our feelings. We use Instagram to see what our friends are up to. We use Facebook to connect with friends and family. We use YouTube to learn new things. We use Netflix to watch movies and TV shows.

We use Spotify to listen to music. We use Reddit to find out what is going on in the world. We use Snapchat to share our lives with friends. We use Twitter to share our thoughts and opinions. We use Pinterest to find inspiration. We use LinkedIn to connect with professionals. We use Tinder to find love. We use Amazon to buy things. We use Uber to get around. We use Venmo to pay our friends. We use PayPal to pay for things. We use Google Maps to get directions. We use Google Docs to collaborate with others. We use Google Sheets to organize our data. We use Google Slides to create presentations. We use Google Calendar to schedule our day. We use Google Keep to take notes. We use Google Photos to store our photos.

We use Google Translate to translate text. We use Google Drive to store our files. We use Google Classroom to teach and learn. We use Google Meet to connect with others. We use Google Hangouts to connect with others. We use Google Duo to connect with others. We use Google Voice to connect with others. We use Google News to stay informed. We use Google Search to find information. We use Google Lens to learn more about things.

We use Google Assistant to get things done. We use Google Home to get things done. We use Google Chrome to browse the web. We use Google to search for things. We use Google to find answers. We use Google to learn new things. We use Google to get things done. We use Google to connect with others. We use Google to find information. We use Google to find answers. We use Google to learn new things.

Association

Association is the mental connection between a trigger and a behavior. We prompt new behaviors by associating them with existing ones. One way of discovering triggers is to use 'The Five Whys' model to figure out why our customers do the actions they do.

Let's take a look at LinkedIn for a good example:

The Five Whys - LinkedIn Why? - Check Messages Why? Avoid missed opporunities Why? Looking for a new job Why? Don't like our current job Why? Excluded from conversations

The Trigger Sequence with Uber Eats

Uber Eats Persona - Who is your user?

Create a Customer Persona: who would use your product or service?
Identify the customer's internal trigger Internal Trigger - What are they feeling?
Establish the context Context - What are they doing? Where? When? The time and place when your customer experiences the internal trigger

Once you have a hypothesis, you can begin to 4. Design an external trigger: immediately follow the internal trigger and appeal to its relief

Tips: Ask to see their calendar, use geolocation info

Every time a customer satisfies an internal trigger, stengthens the association

Association X: The association you want users to form

Visualize the Association - it's a mental

Uber Eats too tired to coook = login into app

Instagrtam Fear of not capturing a moment = snapping a picture

Key Takeaways

Focus on one internal trigger at a time
External triggers are the training wheels of habits
Effective CTA are also possible for non-tech products