Why We Click

A rollicking ride through human psychology via the groundbreaking lens of digital products and experiences - it turns out Netflix really does understand you better than you do yourself.

'An exceptional mind on how to build habit-forming products that people love' - Nir Eyal

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 being human.