Technique · Hooked
Design the simplest action, and make repeating it one tap
Name the single smallest behavior that gets the user to the reward (open, scroll, search, tap) and build it first. For repeat needs, make doing it again one tap: reorder, rebook, rerun, with the last choices kept and easy to edit.
Plain label: one-tap repeatAlso known as: simplest action, buy again, reorder, rebook, quick action, rerun
How it works
The action phase is the simplest behavior done in expectation of a reward, and each extra step lowers the odds it happens. A repeat path that remembers the user's last choices turns a decision into a reflex at the moment of need.
What the research says
Defaults shifted choices by about d = 0.63-0.68 across 58 studies, with wide variation between contexts.
Jachimowicz et al., Behavioural Public Policy, 2019
How to build it
- E-commerce
- 'Buy again' with saved size, address and payment, plus a visible edit step.
- Web
- Rerun the last report with the same filters from the home screen.
- Mobile
- Quick actions on long-press and inside notifications for the most repeated task.
- B2B
- Duplicate last week's plan or campaign with one click.
What can go wrong
- Hiding the edit step so users repeat by mistake.
- One-tap paths that skip a confirmation users need for money.
Pairs well with
- Time a reminder to the moment of need.
- Remove steps before the first reward too.
In practice
Where it shows up
- Early fit and Scale × Return · E-commercelead
- Early fit and Scale × Return · Habit (utility-led)lead
- Early fit and Scale × Return · Recall & Trustlead
- Early fit and Scale × Return · Service businessin season
- Early fit × Pay · E-commercelead
- Scale × Pay · E-commercein season
- Mature and Stalled × Pay · E-commercein season
- Mature and Stalled × Return · Recall & Trustin season
Limits
What we don’t claim
- The Hook Model is a practical design tool, not a validated or complete theory of behavior.Hooked, Introduction
Sources
Hooked · Nir Eyal
Ch.3
Source IDs: HK-ACT01
Book content is paraphrased, never quoted at length. Last verified October 24, 2026.
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