Stop making this mistake when building digital products...
You need to stop thinking that the behavior that matters is only the one that happens in your digital products...
When clients come to us to help them increase engagement in their products we always have them think about the two layers of behavior they want to motivate.
In the work we do we may develop behavioral archetypes, behavioral journeys (out of their product) and flows within the product with features driven by our engagement model.
(Remember there are other areas that should be thought about and accounted for that influence engagement and motivation - including the knowledge, skills, social, material, environment)
Within this work we think about two layers of behaviors we want to motivate:
Layer 1: Related to motivating people to do digital behaviors
These are the typical things someone who has developed or is developing a product is thinking about
-Initial registration -Completing an onboarding -Use of the app
For these we includes both long term and in the moment motivation.
(Remember - customers or employees that are using your products are not living in your products all day - they should have things they are doing offline)
Layer 2: The Behaviors that need to be enabled outside of your app
-Buying the right shoes (at a store) -Walking to work -Taking the stairs
If you are able to work on both layers - then you are able to help people reach their outcomes.
Remember that one layer should not live without the other and if you are doing it right, then the first layer of engagement should help enable the second layer
The image is from one of our engagement and motivation trainings which will soon be online.
Do you also account for and design for both layers?