How to Boost User’s Actions: Understanding Product Motivation
April 21st, 2017
Now that you know everything about the emotions that evoke users to take action, it is time to learn about what motivates users to make it a habit.
Your external and internal Triggers are not effective until they can convince the users to try your product(s).
If you are thinking of launching a product in the near future and have already worked on the Trigger, it is time for some Action.
This is where the real challenge starts.
Your Actions require you to understand Users. And since habit is a user behaviour done by no conscious thought, triggered actions should be effortless.
If the user has to put in efforts (physical or mental) to take an action, the less likely it will occur.
In this article, we are going to learn about motivation and behavior that drives an action.
We will also talk about how you can design products that trigger behaviour with ability and motivation.
A product can only become a habit when there is enough motivation, ability, and trigger present to drive the user.
Imagine your phone is ringing inside your bag and it only stops when you did not answer it. Now what can be the scenarios that resulted in this miss?
Perhaps the phone was somewhere inside your bag and you were unable to reach it even after your constant efforts.
Here, you were unable to reach your phone which missed a phone call you wanted to attend.
The next case can be- you reached your phone and thought that it was an unnecessary call (maybe from a telemarketer) you didn’t want to attend. Here, you lack the motivation that one needs to attend a call.
The last case scenario can be that the phone was within your reach, you wanted to attend the call but the cell phone was set to silent mode. Even after having the complete ability and strong motivation you did not speak to the concerned person. Clearly, the scenario lacks proper trigger.
Since we have already talked a lot about Trigger in our previous post, let’s dive deeper into the other 2 components.
In simple words, Motivation is the desire to take any action. Though the triggers you use informs the users about your products, creating motivation is another step in line.
Motivation is a highly contested topic as some people find motivation in TED talks while some find motivation in the struggles of life.
Studies show humans are motivated to seek pleasure and avoid pain, seek hope and avoid fear and lastly, seek social acceptance and avoid rejection.
These 3 core motivators increase or decrease everyone’s motivation and are responsible for anyone taking actions.
How are these Motivations implemented?
Advertising agencies and Marketing firms analyze the user’s psychology to grow their client’s business.
Here are some examples:
- A whiskey company uses social cohesion as a motivator. The whiskey ad displays three pals celebrating friendship. Although the drinks are not directly related to being socially accepted, this ad uses them as a motivator of times spent with close friends.
- Another strong motivator of Action is fear. A disabled man with a terrible head scar can motivate people to wear a helmet. The ad. also has a powerful tagline- I won’t wear a helmet, it makes me look stupid. This line indicates a bad decision of motorist that leads to this accident.
Motivators work strongly and direct users into the right actions. Products need motivators like ads, videos, blogs etc. to send a powerful message to your user.
However, even with the right trigger and motivator, people sometimes lack the ability to take the required actions. The case is very similar to the situation when you miss a call because your cell phone was buried somewhere in the bag.
If your product significantly reduces the steps to complete a certain task it will enjoy high adoption rates from the users. Everyone loves easy products and easier equals better. From a dial up connection to wifi modem, technological products are making life smooth and simple.
Changes made by Facebook:
This is how the facebook page looked in 2004
This is how it looked in 2011:
And this how the Info sections look now.
Clearly, Facebook has made many changes since the time it was launched. From reducing signup steps to eliminating the clutter on the info page, Facebook has come a long way to help people.
For Facebook, the rest is history!
Good design promotes great user action. Only when your product is easily available to the user, triggers can be converted into actions. If the Facebook signup and info page still involved the huge list of questions, user action would have cut down to half of its present number, maybe even less.
Motivation and Ability are 2 crucial steps that drive user action. You can also influence behaviour by designing the simple actions that make life easier for your user.
Now that you have passed through the first 2 phases, it is the right time to give the reward your user came in for. In our next post we will let you know what exactly the user wants and how can you make sure your product fulfils the requirements and live up to user expectations.
At ILLUMINZ, we help you build products that perform well in the real world. With our out thinking solution and user-centered approach, we help you create a Hook Model that works wonders for your business. Send your business details on firstname.lastname@example.org.