This week, I finally cracked open and read Hooked by Nir Eyal from cover to cover. When looking for inspiration, I tend to gravitate to the “basics”, with the intention of building from there and hopefully discovering something on the way. At this point in time, I would like to build my library of UX Design must-reads, continuing with The Design of Everyday Things by Don Norman and 100 Things Every Designer Needs to Know About People by Susan Weinschenk.
While I took extensive notes as Nir Eyal laid out the four stages of the Hooked mode, what interested me most was in the last 50 pages, in a chapter entitled “What Are You Going to Do with This?”, which was, coincidentally, also my question at the time. In this chapter, Eyal discusses manipulation in technology and innovation, and dives into how to use the Hooked model ethically. The author discusses the relative newness of technology and our unavoidable ignorance of possible future consequences, but also argues that less than 1% of users develop a detrimental addiction to anything, and that, excluding vulnerable groups, users are responsible for themselves and are able to self-regulate their behaviours.
Using his manipulation matrix, Eyal sorts creators into four groups: Dealers, Peddlers, Entertainers and Facilitators. Eyal argues that “manipulation doesn’t always have a negative connotation”. The book later cites The Bible App and Fitbod as examples of companies that used the Hooked model to build healthy habits.
Nir Eyal’s discussion on ethics in design relates strongly to conversations on ethics in AI. In both sectors, there are advocates for an ethical code of conduct. In both sectors, manipulation is a front page topic of discussion. In both sectors, there is opportunity for humans to work with machines either for or against other humans. In both sectors, we must work with clear intentions to use the tools we have FOR and WITH people.
Hooked was a very different read from what I expected. Like the author expects, I was uncomfortable with the idea of “a cookbook for mind control”, but instead found thoughtful reflections on meaningful design that I will bring forward throughout the process of writing my thesis, and beyond.
