“A movement to be ‘post-digital’ will emerge in 2020,” Mr. Fogg, who ran the Persuasive Tech Lab, has renamed it the Behavior Design Lab and is now starting to roll out tools to reduce screen time. At Stanford University, the researcher B.J. Onetime executives at Facebook and WhatsApp have turned into tech critics. Since “Hooked,” whistle-blowers like Google’s former in-house ethicist, Tristan Harris, have popularized the idea that phones are unhealthy and addictive. If “Hooked” was a how-to, this is a how-to-undo. This one is called “Indistractable: How to Control Your Attention and Choose Your Life.” When “seductive interaction design” and “design for behavior change” were aspirational phrases. That was when making a slot-machinelike app was a good and exciting thing. Silicon Valley’s technorati hailed “Hooked.” Dave McClure, the founder of 500 Startups, a prolific incubator, called it “an essential crib sheet for any start-up looking to understand user psychology.”īut that was 2014. “Slot machines provide a classic example of variable rewards,” Mr. Eyal laid out the tricks “to subtly encourage customer behavior” and “bring users back again and again.” He toured tech companies speaking about the Hook Model, his four-step plan to grab and keep people with enticements like variable rewards, or pleasures that come at unpredictable intervals. In his original manual for building enthralling smartphone apps, Mr. Nir Eyal does not for a second regret writing Silicon Valley’s tech engagement how-to, “Hooked: How to Build Habit-Forming Products,” even as he now has a new book out on how to free ourselves of that same addiction.
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