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Project Waalhalla Presentation: 5 things required for action
 

Project Waalhalla Presentation: 5 things required for action

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Talk given at the Waalhalla Skatepark in the Netherlands as part of Project Waalhalla: Social Science for Startups.

Talk given at the Waalhalla Skatepark in the Netherlands as part of Project Waalhalla: Social Science for Startups.

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  • Get in peoples’ line of sight.Become part of the environment. Become part of routines. Hook into stuff people already attend to.Avoid crowded places (like email).
  • Don’t be ugly.Tailor to their prior experiences.Build on related, positive experiences.Remember, users learn: the action has to actually be pleasant.
  • Make the value prop clear
  • Does the user know what to do?Can the user do it?Does the user believe it?Show them how. Make them confident.Or, cheat.
  • Does the user know what to do?Can the user do it?Does the user believe it?Show them how. Make them confident.Or, cheat.
  • This breaks the design process up: to make it manageable, to force attention to the non-obvious
  • Break the action up into small, manageable stepsBuild up the users’ confidence Give clear feedbackMake it clear what to do physically, specificallyLook for ways to cheat, and look for habit loops.Question: What sequence of actions will help users exercise?
  • Motivate – why should they act?Trigger – actually ASK them to act. Identify and neutralize competing motivations & triggers Question: What’s in the users’ environment, for each step? Write out the story: why act, why now, and why not do something else?
  • Educate? Only if necessary. Usually wastedHook into prior positive associations & experiencesDevelop a self-narrative that the user will succeed Question: How do you prepare the user to act, for each step of the progression?
  • http://www.vintageadbrowser.com/beauty-and-hygiene-ads-1940s/119

Project Waalhalla Presentation: 5 things required for action Project Waalhalla Presentation: 5 things required for action Presentation Transcript