Why We Click

A rollicking ride through human psychology, revealed through the digital products we use every day. From the author of Europe's most-read design library and adviser to the world's best product teams — discover why Netflix understands you better than you understand yourself . 'An exceptional mind on how to build habit-forming products that people love' — Nir Eyal, bestselling author of Hooked and Indistractable and New York Times bestselling author of Beyond Belief Why was an 'incoming ballistic missile' false alert accidentally sent to more than a million residents in Hawaii? Why should ATMs be designed for drunks? And what can self-driving car companies learn from hostage negotiators? By continuously manipulating and testing how we react to the smallest of changes, companies use digital experiences to feed on our cognitive biases and shape how we think and what we do. It’s no secret that the likes of TikTok, Netflix and Tinder manipulate and get us addicted to our screens. But that's not the full story. This book takes you behind the curtain of companies that create products and experiences that ‘just work’ and keep us coming back for more. Built on exclusive research from one of the world’s most-read product psychology expert, it’s a fly-on-the-wall look at how digital giants and global companies shape behaviour for the better (sometimes), what they understand about psychology and what that teaches us about attention, focus, motivation and what it means to be human.