[正版]精装 Hooked 英文原版 上瘾 让用户养成使用习惯的四大产品逻辑 上瘾模型 互联网产品交互设计 英文版进口科

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书名：Hooked上瘾
作者：Nir Eyal
出版社名称：Portfolio Penguin
出版时间：2014
语种：英文
ISBN：9780241184837
商品尺寸：13.8 x 2.6 x 20.4 cm
包装：精装
页数：256

·为什么我们会习惯性地点开某个App？
·这种使用习惯到底是如何养成的？
·为什么有些产品能让我们戒不掉，而其他的产品却不行？
·是否有什么秘诀能让用户对你的产品形成使用习惯，欲罢不能？

行为设计专家、在世界500强教授用户心理学的尼尔·埃亚尔，为你揭开这些“习惯养成类”产品背后的设计秘诀——“上瘾模型”！

硅谷每个人都在谈论Hooked: How to Build Habit-Forming Products《上瘾：让用户养成使用习惯的四大产品逻辑》这本书，互联网创业者、产品经理、广告创意人也都在看！掌握了“上瘾模型”，就掌握了互联网产品交互设计的关键！

媒体评论：
所有想要让自己产品勾住用户的人，都不可不看这本书。
——埃里克·莱斯，《精益创业》作者

硅谷每一个人都在谈论这本书！——博里斯·范赞腾，科技博客网The Next Web创始人

《上瘾》为你勾画了下一代科技产品的蓝图。赶紧读这本书吧，不然那些读完此书的公司就将取代你。——马特·穆伦维格，博客平台Wordpress创始人

这是我看过的关于科技产品设计中浓度高、有价值的阐述。——罗里·萨瑟兰，奥美副总裁

你一定要读这本书！读完你会祈祷你的竞争对手不要看到这本书。就好到这种程度。
——史蒂芬·安德森，《交互设计》作者

对于那些想要了解用户心理的创业企业，尼尔·埃亚尔的这本书不可少。
——戴维·麦克卢尔，硅谷孵化器500 Startups创始人

我从尼尔这本书中学到了很多很多。它将帮助你设计出让你的用户受益、让你的公司受益的产品使用习惯。——史蒂芬·温德尔，《行为变化设计》作者

In Hooked, Nir Eyal reveals how successful companies create products people can't put down - and how you can too
Winner of best Marketing book in 800-CEO-READ Business Book Awards 2014
Why do some products capture our attention while others flop? What makes us engage with certain things out of sheer habit? Is there an underlying pattern to how technologies hook us?
Nir Eyal answers these questions (and many more) with the Hook Model - a four-step process that, when embedded into products, subtly encourages customer behaviour. Through consecutive "hook cycles," these products bring people back again and again without depending on costly advertising or aggressive messaging.
Hooked is based on Eyal's years of research, consulting, and practical experience. He wrote the book he wished had been available to him as a start-up founder - not abstract theory, but a how-to guide for building better products. Hooked is written for product managers, designers, marketers, start-up founders, and anyone who seeks to understand how products influence our behaviour.
Eyal provides readers with practical insights to create user habits that stick; actionable steps for building products people love; and riveting examples from the iPhone to Twitter, Pinterest and the Bible App.

Review
A must-read for everyone who cares about driving customer engagement
(Eric Ries, author of The Lean Startup)

The most high bandwidth, high octane, and valuable presentation I have ever seen on this subject (Rory Sutherland, Vice Chairman, Ogilvy & Mather)

The book everyone in Silicon Valley is talking about (Boris Veldhuijzen van Zanten, founder of The Next Web)

Hooked gives you the blueprint for the next generation of products. Read Hooked or the company that replaces you will(Matt Mullenweg, Founder of Wordpress)

You'll read this. Then you'll hope your competition isn't reading this. It's that good.
(Stephen P. Anderson, Author of 'Seductive Interaction Design')

Nir's work is an essential crib sheet for any startup looking to understand user psychology.
(Dave McClure, Founder 500 Startups)

When it comes to driving engagement and building habits, Hooked is an excellent guide into the mind of the user. (Andrew Chen, Technology Writer and Investor)

I've learned a great deal from Nir, and you will too. He'll help you design habits to benefit your users, and your company.(Dr Stephen Wendel, author of 'Designing for Behaviour Change')

If you're serious about designing seductive products that sell, Hooked is the only psychological toolkit you'll need(Nathalie Nahai, Web Psychologist and best-selling author of Webs Of Influence: The Psychology Of Online Persuasion (Pearson))

Draws on behavioural economics and neuroscience to examine why some products, games and television shows become habits, while others sink. This is useful knowledge for entrepreneurs, marketers and designers ... crucial to generating followers, viewers, consumers and revenues. It is also of wider significance(Financial Times Business Education)
本书专为产品经理、设计师、市场销售人员、广告创意者打造，每一位跟用户行为打交道的人，都值得将其奉为案头指南。对于想要了解行为设计科学的读者来说，这本书也将让你对自己、对当前的热门产品有更深刻的认识。你将会看到：
·“上瘾”产品中暗藏的用户习惯养成关键
·打造一款用户习惯养成类产品的实操步骤
·Facebook、Twitter、Instagram、Pinterest等国际知名互联网产品常用的用户行为设计解析

《上瘾》揭示了很多让用户形成使用习惯，甚至“上瘾”的互联网产品服务背后的基本设计原理，告诉你怎样打造一款让用户欲罢不能的产品。作者根据自己多年的研究、咨询及实际经验，提出了新颖而实用的“上瘾模型”（Hook Model），即通过四个方面来养成用户的使用习惯。通过连续的“上瘾循环”，让用户成为“回头客”，进而实现循环消费的目标，而不是依赖高昂的广告投入或泛滥粗暴的信息传播。
尼尔·埃亚尔（Nir Eyal），曾在斯坦福大学商学院与Hasso Plattner研究所任教，并有多篇技术、心理学及商业文章在《哈佛商业评论》、《大西洋月刊》、TechCrunch网站和《今日心理学》等媒体上发表。

Nir Eyal spent years in the video gaming and advertising industries where he learned, applied, and at times rejected, techniques described in Hooked to motivate and influence users. He has taught courses on applied consumer psychology at the Stanford Graduate School of Business and the Hasso Plattner Institute of Design and is a frequent speaker at industry conferences and at Fortune 500 companies. His writing on technology, psychology, and business appears in the Harvard Business Review, The Atlantic, TechCrunch, and Psychology Today.
When I run, I zone out. I don’t think about what my body is doing and my mind usually wanders elsewhere. I find it relaxing and refreshing, and run about three mornings each week. Recently, I needed to take an overseas client call during my usual morning run time. “No biggie,” I thought. “I can run in the evening instead.” However, the time shift create some peculiar behaviors that night.
I left the house for my run at dusk and as I was about to pass a woman taking out her trash, she made eye contact and smiled. I politely saluted her with Good morning!” and then caught my mistake: “I mean, good evening! Sorry!” I corrected myself, realizing I was about ten hours off. She furrowed tier brow and cracked a nervous smile.
Slightly embarrassed, I noted how my mind had been oblivious to the time of day. I chided myself not to do it again, but within a few minutes I passed another runner and again—as if possessed—I blurted out, “Good morning!” What was going on?
Back home, during my normal post-run shower, my mind began to wander again as it often does when I bathe.
My brain’s autopilot switch turned on and I proceeded with my daily routine, unaware of my actions.
It wasn’t until I felt the nick of the razor cutting my face that I realized I had lathered up and stat-ted shaving. Although it is something I do every morning, shaving was painfully unnecessary in the evening. And yet I’d clone it anyway, unknowingly.
The evening version of my morning run had triggered a behavioral script that instructed my body to carry out my usual run—related activities—all without mindful awareness. Such is the nature of ingrained habits—behaviors done with little or no conscious thought—which, by some estimates, guide nearly half of our daily actions.