Hooked

In my earlier website I affiliated some UX books from Amazon but ends up with zero income. Well, my initiates is simply for gathering knowledge of UX. And this book is one of my favorites wrote by Nir Eyal, Hooked: How to build habit-forming product. By his simple definition of Hooked model is: Those experience design that connected to users’ problems to a company solution with enough frequency that habit is formed. Also, there are 5 questions that you might ask to yourself when it comes to product design.

  1. What internal trigger is the product addressing? (Trigger)
  2. What external trigger gets the user to the product? (Trigger)
  3. What is the simplest behaviour in anticipation of reward? (Action)
  4. Is the reward fulfilling, yet leaves the user wanting more? (Reward)
  5. what bit of work is done to increase the likelihood of returning? (Investment)

I like working with technology but never obsessed with technical functionalities. So this is why I build my career as to User Experience not Engineer Experience. Recently I awfully ended up a project is SaaS based supplier management software. It’s a small start-up in Berlin. They’re far away from a finely tuned product and lack of progress in development flow, not mentioned the unprofessional  executive mgnt with stupidities.

This product design aims to exchange document and collaboration among with those vendors and suppliers. All of the activities they design is defined by “Task”, for example, supplier document task, audit task and evaluation task and so on. Their mission is to build a Alibaba-liked European supplier platform. Well, everyone has dream.

As being a UX specialist, it’s interesting to review the success of UX on this product based on above 5 questions.

  1. Internal trigger? Out-of date supplier documentation can be risk in food manufacture industries and thus the platform is not only decreasing the likelihood of risk, but also it’s a a lot of cheaper than other enterprise software, ex SAP, IBM. OK! Approved!
  2. External trigger? All of activities in this platform are defined by “Task” Suppliers can create a new task, upload document, review as approved or disapproved or trace the product documentation status. I may see some buttons on the user interface but the essential problem is that the product can’t make a user flow. I quite often to jump pages just wanted to accomplish one task. Ok! Disapproved.  (= it’s entirely zero design, 100% engineered UI)
  3. Action? The most concerning issue in terms of supplier documentation management is whether or not easily to be tracked what the document status is. In this product, they used Inbox/Outbox wording to address all of the open tasks when it comes to task activities. For example, the task in the Outbox by their definition is that the other party which has to review matter with your(supplier) task. To be precisely, we schooled to use Inbox/outbox behaviour from Gmail that long. In Outbox, it has been always the mail I have sent. In doing so, it’s certainly a misleading wording on this product which fail to cue the users’ next action afterward.
  4. And for the rewarding and investment? I think a holistic user experience is integrated with marketing package and data-driven. And there’s no marketing AD or events for more than 4 moths. They don’t even have data-driven design process and design concept for product iterations.

Well, the success of UX is obviously NO, NO!.

 

 

 

 

 

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