The Variable Reward Phase of a Hook

Technology is all about shortening the distance, shortening the work between the recognition of the need and the solution. Designers must radically simplify steps a user takes to get relief from an emotional itch or painful internal trigger. The next step of the hook is the variable reward phase; this is where the users itches actually scratch. Finally, the last step of the Hook is the investment phase: getting people to put something into the product.