I first came across Nir Eyal when researching behavior change theory. I was interested in the psychology of habits and how writers could use technology to improve their writing practice. Nir’s research into habit-forming technology has been a blueprint for many product designers – as well as providing a valuable moral test to avoid manipulating users. His blog NirandFar.com and book Hooked are essential reading for those interested in how products change our behavior.

How is it possible to turn writing into a habit?

NIR: I’m not sure writing can be a habit if it feels like work. A task requiring a significant amount of mental effort is the antithesis of a habit. A habit is a behavior done with little or no conscious thought. Habits are the things we do without thinking.

The only way to turn writing, or any other behavior, into a habit is to start by finding a way to actually enjoy doing the behavior itself. Over time, the enjoyment can subside of course (as becomes the case with brushing our teeth), but to start the habit, the behavior has to be rewarding in and of itself.

“The only way to turn writing into a habit is to start by finding a way to actually enjoy doing the behavior itself.”

Many writers look for the right routines around writing but I actually think enjoying the work is the best trick of all.

As for me, I’ve learned to genuinely love writing. That wasn’t always the case but now it’s something I’d do even if no one paid me a dime. My idea of a great vacation would be sitting in a coffee shop writing all day … oh yea, and in Paris would be nice.

Why did you start being interested in the psychology of habits and habit-forming products?

NIR: At my last company I worked at the intersection of gaming and advertising and I saw all kinds of tactics used to change customer behavior. I noticed that many people in these industries didn’t know why certain things worked or the psychological principles driving behavior — they just knew they did.

As an entrepreneur, I spent a lot of time banging my head against the wall trying to figure out why people were or were not engaging with the products my company built. Many designers experience this same frustration. Some products fly while others flop and we are never quite sure why.

When my company was finally sold, I decided I needed to understand user behavior better before starting another venture.

“I decided to write the book I couldn’t find.”

I wanted to find out what made some experiences habit-forming and that’s really been the central question driving my work — how do products create habits? How do some companies draw users back again and again without wasting money on expensive advertising or spammy marketing tactics?

I spent years pouring over consumer psychology texts, behavioral economics books, and human-computer interaction research but didn’t find practical tools for building repeat engagement. So I decided to write the book I couldn’t find.

I’m interested in helping writers develop regular writing habits. What can I learn from other companies that will help writers achieve their writing goals?

NIR: One of the common traits of all the companies I describe in my book — those able to build some of the most sticky, habit-forming products, like Facebook, Instagram and Twitter — is that they all promote behaviors users want to do, as opposed to have to do. The problem with “have to’s” is that the conscious brain tries its best to get out of doing the task. We’ve all been there - we come up with every possible reason why now is not a good time do do the thing we know we have to do but don’t want to do. We rationalize and the brain has to work pretty hard to come up with reasons not to do something that we feel guilty not doing.

How do you manage digital distraction to concentrate on your writing and research?

“I can’t write a word without a little app called Freedom. It’s what’s called a “pre-commitment device.””

NIR: Personally, I can’t write a word without a little app called Freedom. It’s what’s called a “pre-commitment device.” Every time I need freedom from distraction, I click on the app, type in how many minutes I plan to write for, and Freedom shuts off the Internet for that amount of time. I can’t just turn the web on and off. While Freedom is working, I’d need to completely reboot my machine to get back online. The app essentially breaks the Hook I describe in my book which is at the core of all habit-forming products.

The goal of many digital products is to get users to to log into a product daily - what websites/apps do you use every day and couldn’t imagine life without?

NIR: I’m not sure I couldn’t “imagine life without it,” but I’ve become very dependent on an app called Pocket and use it multiple times a day.

I have a strict rule that I don’t read articles while at my desk. I find that if I get sucked into a web content vortex, I spend hours falling down an endless rabbit hole of interesting articles. Therefore, I never read on my computer. Instead, I send articles to Pocket and read them on my phone or listen to them read to me while I workout or drive. I’ve replaced the bad habit of reading on my laptop with a better habit of reading when I’m more in control of my attention, but it’s a habit nonetheless.

As a writer what book do you wish you had written?

NIR: Wow, that’s a great question. I’ve always enjoyed short persuasive arguments that give you that feeling you’ve just learned something. I remember getting that feeling when I read Paul Graham’s “Hackers and Painters.” I also love Mary Roach’s books though they’re in a totally different genre.

Nir Eyal is the author of Hooked: How to Build Habit-Forming Products and blogs about the psychology of products at NirAndFar.com For more insights into how products change our behavior, join his free newsletter and receive the first chapter of his book.

A super quick primer on behavior change and technology

In behavior change theory habits are defined as behaviors done with little or no conscious thought. Technology has helped automate behavior by connecting the user’s problem to a solution frequently enough to form a habit.

This is the basis of Nir’s ‘Hook Model’ which has four stages: trigger, action, variable reward and investment. Many companies apply this model to create habit-forming products and solve problems for users – whether it’s staying in contact with friends on Facebook or Instagram, or to help people manage their money or the symptoms of an illness.

Extract from Hooked: How to Build Habit-Forming Products

“Habits are like pearls. Oysters create natural pearls by accumulating layer upon layer of a nacre called mother-of-pearl, eventually forming the smooth treasure of several years. But what causes the nacre to begin forming a pearl? The arrival of a tiny irritant, such as a piece of grit or an unwelcome parasite, triggers the oyster’s system to begin blanketing the invader with layers of shimmery coating. Similarly, new habits need a foundation upon which to build. Triggers provide the basis for sustained behavior change.”

© Nir Eyal 2014