Triggers
Behaviour happens when motivation, ability and a prompt line up at the same moment.
What it is
A trigger is the prompt that says "do it now". External triggers are emails, notifications, buttons and ads. Internal triggers are the feelings and situations that make people reach for a product without being asked. Products that survive move users from the first kind to the second.
The research
A behaviour occurs when motivation, ability and a prompt converge; if any one is missing at the moment of the prompt, the behaviour does not happen.
Fogg, 2009
How to use it
Prompt when ability is high
Ask for the review the moment the job is marked complete, not three days later.
Attach the product to a feeling
Know which moment in the customer's week makes them think of you, then make that moment the entry point.
One prompt, one action
A notification that asks for one thing gets it. One that lists three gets none.
Related
Sources that shaped this entry: Digital Psychology, growth.design.