Chapter 4. Motivation, ability, and trigger—boom!
This chapter covers
- Understanding the principle of motivation, ability, and trigger
- Ensuring your design accommodates this principle
- Identifying opportunities to design for motivation, ability, and trigger
- Discussing designing for motivation, ability, and trigger with others
- Applying the principle in digital design contexts
Jonathan has just received a job in a different country. He’s excited for the opportunity and knows it’ll be beneficial to learn a new language. He uses the internet to research the opportunities to take a class in the local community college, do a distance-learning program delivered online, or download a language-learning application that’s compatible with his tablet and smartphone. The next morning, Jonathan wakes up, checks his email on his iPad, and finds a discount code to download the tablet- and smartphone-based application. He clicks the link and downloads the application. Why did Jonathan choose to go with the app-based language-learning system? The principle of motivation, ability, and trigger (figure 4.1) tells us that he received the email offer (the trigger) at exactly the right moment when his motivation and ability to purchase the app were high.
