The Hooked Model as Communication Strategy of “Kembaliin” App as an Information Media for Handling Lost and Found

Razi, Aria Ar; Putra, Raditya Pratama

doi:10.2991/assehr.k.200225.044

Cited by 5 publications

(4 citation statements)

References 2 publications

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“…Similarly, Razi and Putra [14] applied the Hook Model to the "Kembaliin" app, which aids urban communities in managing lost and found items. Their study underscores the importance of strategic communication in habit formation and user retention.…”

Section: Variable Rewardmentioning

confidence: 99%

Optimizing User Retention for a Digital Recruitment App with CLM and the Hooked Model

Br Barus,

Setiawan

2024

ijcsrr

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As the digital recruitment market in Indonesia becomes increasingly competitive, it is crucial for Chatterhire, a job portal tech startup, to retain a strong user base for sustainability and growth. Retention is vital for demonstrating product-market fit, monetization potential, and attracting future investments. To achieve this, Chatterhire aims to shift its focus from aggressive user acquisition to retention, by optimizing its platform for regular use. This research combined quantitative data on user in-app activities with qualitative feedback from in-depth interviews. The quantitative analysis utilized Customer Lifecycle Management (CLM) techniques, including cohort analysis, behavioral cohort analysis, and funnel analysis, to identify critical experiences that encourage users to return, reasons for user churn, and features that need enhancement for better retention. The study found that retaining users is challenging for an episodic-use app like a job portal, where engagement is sporadic and infrequent. Once users secure a job, their need for the app diminishes, leading to significant drops in engagement and even app uninstalls. Therefore, the company needs to expand the platform’s features to provide additional reasons for users to return. Additionally, ensuring users perceive the app’s value through repeated interactions is essential. The research revealed that users who apply for at least four jobs within the first seven days are likely to have higher retention. This research highlights the importance of integrating intrinsic value into the product to foster a sustained user journey. The Hooked Model’s core elements—Trigger, Action, Variable Reward, and Investment—can encourage habitual use and sustained engagement, crucial for maintaining a competitive edge in the digital recruitment industry.

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Section: Variable Rewardmentioning

confidence: 99%

Optimizing User Retention for a Digital Recruitment App with CLM and the Hooked Model

Br Barus,

Setiawan

2024

ijcsrr

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“…Teori yang mengkaji penggunaan aplikasi secara repetitif diungkapkan oleh Eyal & Hoover (2016) pada buku berjudul Hooked bernama teori Model Kait. Teori Model Kait mengkaji empat siklus model yang didesain untuk menghubungkan permasalahn pengguna dengan solusi yang disediakan oleh aplikasi sampai terbentuk kebiasaan repetitif untuk menggunakan aplikasi tersebut (Razi & Putra, 2020). Kemudian, umtuk mengetahui kualitas isyarat visual dari fingerprint scanner pada fitur login aplikasi perbankan, maka penelitian ini mengambil data visual halaman login dari tiga aplikasi perbankan yaitu BRImo, BNI Mobile Banking dan Jenius.…”

Section: Pendahuluanunclassified

Visual Login Fingerprints Scanner Aplikasi Mobile Banking (BRImo, Jenius, BNI Mobile Banking) berdasarkan Model Kait Nir Eyal

Anshari,

Wardhana,

Cendekia

2023

JoLLA

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Fitur fingerprint scanner cenderung lebih sering digunaakan secara repetitif untuk login pada aplikasi perbankan karena dianggap lebih cepat dan mudah. Anggapan ini juga terlihat dari sedikitnya usaha kognitif pada proses pencarian tombol fingerprint scanner. Tombol fingerprint scanner aplikasi BRImo, BNI Mobile Banking dan Jenius cenderung menjadi kontras serta halaman login didesain untuk mengarahkan pengguna pada fitur tersebut. Berdasarkan kebiasaan repetitif penggunaan fingerprint scanner dan aspek visual yang mengarahkan pengguna ke fingerprint scanner penelitaia ini menggunakan model kait untuk menguraikan cara visual fitur tersebut berefek pada penggunaan yang repetitif ketika. Hasil dari penelitian ini menyebutkan bahawa aplikasi BRImo yang menggunakan kontras visual pada tombol fingerprint scanner yang juga secara implisit memberikan kontras secara fungsi pada tombol disekitarya bila ditinjau berdasarkan model kait bisa memicu pengguna untuk menekan tombol tersebut secara repetitif. Kata kunci: model Kait; aplikasi perbankan; fingerprint scanner Visual Login Fingerprints Scanner for Mobile Banking Applications (BRImo, Jenius, BNI Mobile Banking) based on the Kait Nir Eyal Model The fingerprint scanner feature tends to be used repeatedly to log in to banking applications because it is considered faster and easier. This assumption is also seen from the lack of cognitive effort in the process of searching for the fingerprint scanner button. The fingerprint scanner buttons for the BRImo, BNI Mobile Banking and Jenius applications tend to be in contrast and the login page is designed to direct users to these features. Based on the repetitive habit of using fingerprint scanners and the visual aspects that direct users to the fingerprint scanner, this study uses a hook model to describe how visually these features have an effect on repetitive use. The results of this study indicate that the BRImo application that uses visual contrast on the fingerprint scanner button which also implicitly provides functional contrast to the surrounding buttons when viewed based on the latch model can trigger the user to press the button repeatedly. Keywords: Kait model; internet banking; fingerprint scanner

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“…It would therefore be of interest to try concluding which behaviors are targeted with the two case study applications. Razi and Putra [25] combine the model with communication strategies in the context of a "Lost and Found" service and explores various types of rewards in a social setting. De Troyer et al [26] use elements of Hook model in combination with the behavior model to counter school burnout phenomena in students and argue that a personalized approach should be taken in regards to applying the techniques.…”

Section: Related Workmentioning

confidence: 99%

A Case Study on Applications of the Hook Model in Software Products

et al. 2023

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The Hook model is used in digital products to engage and retain users through the mechanism of habit formation. This paper explores the use of Hook model techniques in two mobile applications, one being a popular taxi service (Uber taxi) and the other a social network (Instagram). The goal of this paper is to explore the Hook cycle patterns in the two products, and to identify commonalities and differences in how they are applied. Our results suggest that Hook cycle patterns appear with similar frequency; however, Instagram includes more internal Trigger calls. Uber uses fewer triggers to encourage usage, most probably because users already have a specific need for the application. For the same reason, Uber has less opportunity to fail in the reward delivery, while Instagram can use the failure (in providing a reward) as another trigger if the usage habit is already established. In addition, we introduce two types of Hook cycle patterns: internal (within a single use case) and external (transition between use cases). The insights obtained through the case studies serve as a practical reference for developing engaging and retention-focused applications.

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The Hooked Model as Communication Strategy of “Kembaliin” App as an Information Media for Handling Lost and Found

Cited by 5 publications

References 2 publications

Optimizing User Retention for a Digital Recruitment App with CLM and the Hooked Model

Optimizing User Retention for a Digital Recruitment App with CLM and the Hooked Model

Visual Login Fingerprints Scanner Aplikasi Mobile Banking (BRImo, Jenius, BNI Mobile Banking) berdasarkan Model Kait Nir Eyal

A Case Study on Applications of the Hook Model in Software Products

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