Trigger
The first step in the hooked model is trigger. There are two types of triggers, external and internal. Long story short, people are simulated by the physical information revealed by external triggers from time to time, and the emotional associations rooted by internal triggers, to take an action. Once we find a product which is the source of relief for our pain and use it frequently enough, once a day if not several times a day, the habit is formed.
Take Instagram as an example, the pictures shared on the platform with friends, the high rate in app store, push notifications about friends’ postings and even the icon on the phone screens are all external triggers while the eager to share beautiful moments in life and fear of missing out (FOMO) play the role of an internal trigger.
We can use the method of 5 whys to find out the internal trigger of a potential customer.
When internal triggers are simulated, closely placed external triggers could add to possibilities to take an action.
Action
According to Fogg Behaviour Model, an action could only take place with three necessary ingredients: Motivation, Ability and Trigger.
Motivation
The three motivations that drive our desire to act are: the motivation to seek pleasure and avoid pain; the motivation to seek hope and avoid fear; and the motivation to seek social acceptance and avoid rejection.
Synaesthesia metaphors were generally used in the past to attract people’s attention and motivate actions. For example, using images of sexy women in fast food’s ads to attract teenage boys (img left) and using handsome looking male celebrities for lipsticks ads to attract young women (img right).
Some motivators are not that obvious but implied by showing the associations between products and target audience’s emotions, situationally.
And of course, both positive and negative emotions can be powerful motivators depending on the message the trigger wants to demonstrate.
The right motivators are the signals for users to take action because it is the promise of desirable outcomes.
Now we have the motivation to take the action, ability is another element needed so that users are more intended to take it as is actually easy to be done.
Ability
“The ease or difficulty of doing a particular action effects the likelihood that a behaviour will occur. To successfully simplify a product, we must remove obstacles that stand in the user’s way.” The number of obstacles is constant and stable, it’s either the designers confront them or the users. When designers transfer them to users, then users will be less likely to user the product constantly.
According to Fogg, there are six factors impact the simplicity: Time, Money, Physical effort, Brain cycles, Social deviance, and Non-routine.
These factors will differ by person and context. Therefore, as designers, we should ask ourselves “What is the thing that is missing that would allow my users to proceed to the next step?” After all, it’s all about reduce obstacles and friction as much as possible for users in their product using journey.
Motivation vs Ability, which first?
“For companies building technology solutions, the greatest return on investment generally comes from increasing a product’s ease of use.”
While focusing on developing motivation could be more expensive and time-consuming, influencing behaviour by reducing the effort required to perform an action is more effective than increasing the desire to do it.
Heuristics
“Heuristics is the mental shortcuts we take to make decisions and form opinions.”
The Scarcity Effect: the appearance of scarcity makes people value the product higher. ——Rare is precious.
The Framing Effect: our surroundings affect our minds to make quick and even erroneous judgments. ——The power of packaging and marketing.
The Anchoring Effect: people are often inclined to one piece of information when making a decision. ——Customers tend to buy the products with the tag “on sale” even if the price is the same, even higher than the regular price.
The Endowed Progress Effect: Coffee shop use punch cards to encourage repeat business while social media sites like Linkedin and Facebook use this heuristic effect to encourage people to provide more personal details in their account profiles.
Conclusion for the chapter
To increase desire behaviour from users, firstly ensure a clear trigger is present; next increase ability by making the action easier to do; finally align with the right core motivator.
Comments