““Remember and Share - Action is the second step in The Hook. - The action is the simplest behavior in anticipation of reward. - As described by the Dr. BJ Fogg’s Behavior Model: - For any behavior to occur, a trigger must be present at the same time as the user has sufficient ability and motivation to take action. - To increase the desired behavior, ensure a clear trigger is present, then increase ability by making the action easier to do, and finally align with the right motivator. - Every behavior is driven by one of three Core Motivators: seeking pleasure or avoiding pain, seeking hope and avoiding fear, seeking social acceptance while avoiding social rejection. - Ability is influenced by the six factors of time, money, physical effort, brain cycles, social deviance, and non-routineness. Ability is dependent on users and their context at that moment. - Heuristics are cognitive shortcuts we take to make quick decisions. Product designers can utilize many of the hundreds of heuristics to increase the likelihood of their desired action. *** Do This Now Refer to the answers you came up with in the last “Do This Now” section to complete the following exercises: - Walk through the path your users would take to use your product or service, beginning from the time they feel their internal trigger to the point where they receive their expected outcome. How many steps does it take before users obtain the reward they came for? How does this process compare with the simplicity of some of the examples described in this chapter? How does it compare with competing products and services? - Which resources are limiting your users’ ability to accomplish the tasks that will become habits? - Time - Money - Physical effort - Brain cycles (too confusing) - Social deviance (outside the norm) - Non-routine (too new) - Brainstorm three testable ways to make the intended tasks easier to complete. - Consider how you might apply heuristics to make habit-forming actions more likely.””
