““identify what the user is missing. What is making it difficult for the user to accomplish the desired action? Is the user short on time? Is the behavior too expensive? Is the user exhausted after a long day of work? Is the product too difficult to understand? Is the user in a social context where the behavior could be perceived as inappropriate? Is the behavior simply so far outside of the user’s normal routine that its strangeness is off-putting? These factors will differ by person and context, so designers should ask, "What is the thing that is missing that would allow my users to proceed to the next step?””
