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.

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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?
  • Project Waalhalla Presentation: 5 things required for action

    1. 1. Steve Wendel Principal Scientist, HelloWallet Author, @sawendel Project Waalhalla 2 September 2013 you need for users to take action
    2. 2. Ah, budgeting.
    3. 3. A bit of background
    4. 4. Start with 100 people, on 100 couches
    5. 5. Put them together Engage
    6. 6. Step 1: Detect A Cue
    7. 7. Step 2: Evoke a Positive Reaction
    8. 8. Step 3: Pass the Conscious Evaluation
    9. 9. Step 4: Make Sure They’re Able to Act
    10. 10. Step 4: Make Sure They’re Able to Act
    11. 11. Step 5: Make it Urgent
    12. 12. Step 5: Make it Urgent
    13. 13. Put them together Engage
    14. 14. 3 strategies to pass the funnel Conscious choice. Build a habit. Cheat.
    15. 15. Get this.
    16. 16. Build the story in 3 steps 1. Structure the Action 2. Design the Environment 3. Prepare the User
    17. 17. Structure the Action: Break down hard problems Write out the sequence of steps. Make each step pleasant. Straightforward. “Easy”. Tailor it to their prior experiences. Skip ahead where possible. Take the garden path.
    18. 18. Construct the environment to support action Grab the user’s attention. Make sure the motivation is clear. Provide urgency. Remove distractions.
    19. 19. Page-Level Tactics to Support Action Component: To Do This: Try This: Cue Cue Action Tell the User What The Action Is Increase Power of Cue Create Clear Affordances Increase Power of Cue Clear the Page of Distractions Reaction Increase Trust Make Site Beautiful and Professional Increase Interest & Trust Social Proof Increase Interest & Trust Display Strong Authority on Subject Bypass Automatic Rejection Be Authentic and Personal Evaluation Increase Motivation Prime User-Relevant Associations Increase Motivation Loss Aversion Increase Motivation Peer Comparison Increase Motivation Peer Competition Increase Motivation Make the Rewards Vivid Decrease Costs Default Everything Decrease Costs Lessen Burden of User Action (cheat) Decrease Costs Reduce information required for user to proceed (simplify) Decrease Costs Avoid choice overload Ability Increase Logistical Ability Implementation Intentions Decrease Resource Constraints Automate Increase Sense of Feasibility (Self-Efficacy) (Positive) Peer Comparison Time Pressure Increase Urgency Frame text to avoid temporal myopia Increase Urgency Remind of prior commitment to act Increase Urgency Make it scarce Increase Urgency Make it time-sensitive
    20. 20. Prepare the user Help users see and tell the story of their successes. Build on related, positive experiences. Educate users about how to do take action.
    21. 21. The goal: lock it in & move on. Just get it done. Make it a habit. Fully automate it. Automate tracking, and grab attention where needed.