Think of a question. If someone sends you a tweet and you don’t reply to ta, why?
Maybe the person who sent you the message didn’t matter to you? Or is the message unimportant and does not require an immediate response?
Maybe you’re too busy for the time being to reply?
Or maybe your tweet shuts down the message reminder, didn’t hear the phone shake, didn’t know someone sent you a message…
There are many reasons, but almost every reason can correspond to a deeper level. For example, the person who sends you news is not important to you because of the lack of motivation to reply; the lack of time to reply is due to the lack of ability to reply; the closing of a reminder is the trigger for a lack of response…
Motivation, ability and triggering are three essential factors, which are the three essential conditions for users to create behaviors. They are also important in behavioral models.
1. What is a behavioral model?
The first in Norman’s “design psychology” learned a few steps about action. He divided the action into goals, executed, evaluated the three stages, and each stage was divided into several steps, and the logical diagram was simply drawn.
But a lot of the time it will be found that users do not necessarily use our product according to the way we envisage, especially registration, purchase, and so on. After searching for some psychological aspects, I found that users do not conduct these actions, and they all have an explanatory basis, and we can also use them to improve our products.
From the previous example of WeChat, we can learn that for Behavior, there must be three elements: the full motivation (Motive), the ability to complete the behavior (Ability), and the trigger (Trigger) of action (Trigger), which is indispensable.
So we can draw a model of behavior: B=MAT, we can analogous the “critical point” of people’s behavior from a mathematical point of view, which can be called the “action boundary line” (of course, this is my own blind name, easy to understand), and only a user crosses the “action boundary line” to implement or produce something. Behavior.
2. about Trigger
Triggering is the incentive for users to do something, triggering users to use your product.
For example, through other platforms, such as advertising and other ways to attract new users to pay, this can be called “pay trigger”;
There are also a number of public relations, media news positive reports, app store in the list, AppSo recommends the good use of applications, such as no need to pay, but to attract users to use your product, which can be called “feedback trigger”;
As well as the mutual recommendation of acquaintances, the word of mouth of friends and relatives is very common, and it is also a way to get a product on a large scale. We can call it “interpersonal trigger”.
But this way is often used maliciously, as we often see: sharing a XX to a few groups can receive a XXX discount, and in the end it is found to be a fraudulent way of getting a large number of users in this way, but once the user finds out to be deceived, it will stop using your product immediately, and you will lose the use of it. The trust of the household.
Another way is to drive a user to repeat a certain behavior, and the user is actively associated with the product, such as a user registered a platform account, subscribing to their content updates, and starting a message push, then every update push is likely to trigger the user to use your product, in this way, it can be called “Autonomic trigger”.
The above four triggers are derived from the external environment, so we can call them “external triggers”.
Last night in PM CIRCLE, I saw people talking about pain point, itching point, refreshing point, also a series of articles, and later in the knowledge also searched the reply of the related big guy.
A little summary:
Pain points can be interpreted as painful points. Negative emotions such as discontent, complaining, anger, and fear can cause pain points.
The “itching point” can be understood as the realization of the virtual self, such as the thin face of B612, which is difficult to realize in real life. In the B612, the user can be released and free, and the virtual self is mapped.
“Cool point” is the real instant gratification, the demand for a long time is suddenly satisfied, that is cool, there is demand, and can be instant gratification, then it is cool.
Why do I mention “pain spots”, “itching points”, “refreshing points”? It’s because I think these three things are internal triggers for the user to take the next step.
Nir Eyal divides emotional triggers into two kinds, one is negative, one is positive, and two emotions trigger action, but I think it would be better to use “pain point”, “itch point”, “refreshing point” to analyze internal triggering, and these three points can be deeply excavated by the inner emotional experience of the user, Designing a product that meets the user’s needs can also trigger users to use your product.
Think about it. Why do people send friends and tweets? Why do you want to take pictures? Why do you want to shake it? Why do I have to click and see when my friend circle updates the little red dot? What are the purposes of users with these products? What kind of annoyance has been eliminated? How do users feel after using these products? And so on.
3. About Ability – ability
Ability can be interpreted as the degree of difficulty in completing the act.
Hauptly, Denis J has a point of view: when the steps you need to use a product can be reduced or optimized, the frequency of the user will increase. In his book “Something Really New,” he summed up the three steps of product innovation and drew the following steps:
With today’s technological changes, we can know that simplification of behavior can promote product innovation, and only by simplifying behavior will users have the ability to accomplish this.
Fogg summed up the 6 elements contained in conciseness, that is, the 6 factors that affect the difficulty of task.
Fogg suggests that in order to increase the possibility of users implementing certain behaviors, designers should pay attention to what users lack most when designing products.
That is to say, we must figure out what causes the user to complete this activity: is it time enough? Or lack of money? Or is it exhausting to finish the event? Or does the user don’t want to move their brains? Or is this product incompatible with the social environment in which they live? Or is it too conventional and unacceptable?
I remember my first internship, a news app, at that time I didn’t understand the interaction or the product. I remember when I looked at the new news content on the front page, because of the amount of data loading, only a certain amount of news was loaded at a time, so the design was a “look more” list, the user. Every time you need to load more news, you need to click “look more” to load about 6 new news stories. Now, think about it, why don’t we design an automatic load? Every time the user pulls up, it loads part automatically, which will make the operation more convenient and save time.
4. About Motive
Triggering is to remind users to take action, and motivation determines whether the user is willing to take action, that is, the enthusiasm of users when they act. In psychology, Dr. Fogg summarizes three core motivations that drive users to take action.
What can become the motivation of some people may not apply to other people, so we need to know what our target users need.
For example, some video covers, such as SHAKES, are beautiful girls’ covers, and for most boys, in pursuit of happiness, there is a motivation to click in, which is not necessarily applicable to other female users.
A few days ago, when listening to UCDCHINA Shanghai Volkswagen’s review of DPUX’s “strategic oriented design value expansion” line, it also talked about the 7 basic psychological characteristics of the user – seven crimes: anger, lust, greed, laziness, jealousy, bust, and pride.
I think this is also the seven factors that can make users motivate, such as the advertising design elements often used by advertisers, commonly known as “sex selling points”, to attract users to action by using the human nature of the prying desire.
When we know the core motivations of users to take action, we can stimulate users’ motivations through some psychological methods.
In the book of Nir Eyal, I have learned some of the effects of cognitive bias on human behavior, such as scarcity effect, initial effect, environmental effect, projection effect, near cause effect, anchoring effect, coupon effect, goal gradual effect and so on.
For example, many business platform businesses will deliberately reduce the stock of goods, when the number of products is less variable, it will increase the value of the user in the user’s heart, then the motivation of the user will increase, which is the use of the scarcity effect;
Another example is the gradual effect of the goal. The main idea is that when the user thinks he is getting closer to the target, the opportunity to complete the task is more intense.
The goal of gradual effect let me suddenly think of Changsha’s net red milk tea – the tea color of the collection point card, probably full 6 points to send a cup of milk tea, when I first bought the first cup, they gave me a set of card, which has set 1 points, meaning that I will be able to exchange a cup of milk tea at 5 points. But if you change the rules to a set of 5 points, it can change a cup of milk tea, but when I buy the first cup, they give me a blank, no point, so what do you think are the two ways to make the user motivate the point?