Chapter 03 of 5
Built to Hook
The design playbook behind apps that are hard to put down.
- The Lab
Persuasive technology
In the late 1990s, Stanford researcher BJ Fogg began studying how computers and apps could change people's behaviour.
- The Model
Motivation, ability, prompt
Fogg's model says a behaviour happens when motivation, ability and a prompt come together at the same moment.
- Students
Future founders
Students from Fogg's classes went on to work across Silicon Valley, including a co-founder of Instagram.
17 more cards in this chapter
Could you answer this?
According to BJ Fogg's model, what three things must come together for a behaviour to happen?
📱 The Attention Machine
- 01Pigeons and Slot MachinesWhy unpredictable rewards are so hard to walk away from.
- 02The Infinite ScrollThe feature that removed the bottom of the page — and its inventor's regret.
- 03Built to HookThe design playbook behind apps that are hard to put down.
- 04What Happens to FocusWhat switching, interruptions and multitasking really do to attention.
- 05Taking It BackPractical, evidence-based ways to get your attention back.