This document discusses strategies for creating desired user behaviors on websites based on motivation, ability, and triggers. It explains that motivation comes from the value proposition presented to users and appealing to core human motivators like sensation, anticipation, and social cohesion. Ability relates to reducing friction in the user interface. Triggers that call users to action include external triggers like notifications as well as powerful internal triggers that appeal to human tendencies like scarcity, social proof, ego rewards, hunter-gatherer instincts, and a sense of mastery. The document provides questions to consider around incorporating these strategies into a user experience across channels.
8. A discussion of ease-of-use in UIs is a lecture
series itself. Suffice to say, always strive to
reduce the friction the user has to endure
within your omni-channel experience.
However: “ease-of-use" is not the end-all. Less than optimal ease-of-use can be
mitigated by a higher motivation. Think Snapchat.
13. External Triggers
A notification or event from an outside
source that prompts a user to take a
specific action.
• Read an e-mail message
• Receive a text message
• Social media posting
• Advertising, SEM
• Lightboxes and Interrupters
External triggers
don’t usually
have a long tail—
they need to be
repeated to
sustain a desired
behavior change
1
21. Music, travel and e-Commerce services offer a
social proof to show that others are engaged with
their sites. Social proof becomes an implicit (and
explicit) testimonial and a powerful call to action.
No one wants to eat in an empty restaurant.
22. How do you encourage and leverage that
I can be part of larger shared experience?