CH02 TRIGGER
CH02 AUSLÖSER
CH02 TRIGGER
CH02 TRIGGER
CH02 DÉCLENCHEUR
CH02 TRIGGER
CH02トリガー
CH02 트리거
CH02 TRIGGER
CH02 TRIGGER
DISPARADOR CH02
CH02 TRIGGER
CH02 TETİKLEYİCİ
CH02 ТРИГЕР
CH02触发
CH02觸發
2\\.
2\\.
TRIGGER
DÉCLENCHEUR
Yin (not her real name) is in her mid-twenties, lives in Palo Alto, and attends Stanford University.
Alias: Yin|||||||||||||||||
||||||||середині|двадцяті||||||навчається||
Yin|||||||||||||||||
Yin (pas son vrai nom) a une vingtaine d'années, vit à Palo Alto et fréquente l'Université de Stanford.
Yin (gerçek adı değil) yirmili yaşlarının ortasında, Palo Alto'da yaşıyor ve Stanford Üniversitesi'ne devam ediyor.
She has all the composure and polish you’d expect of a student at a prestigious school, yet she succumbs to a persistent habit throughout her day.
||||sự điềm tĩnh||sự lịch thiệp||||||||uy tín||nhưng||chịu thua|||kiên trì||||
||||calm self-control||refinement||||||||||||gives in to|||||||
||||calma||pulcritud||||||||||||sucumbe|||||durante||
||||calma e elegância|||||||||||||||||||||
||||спокій||вишуканість||||||||престижної||||піддається|||постійної||||
Elle possède toute la sérénité et le raffinement que l'on pourrait attendre d'une étudiante dans une école prestigieuse, pourtant elle succombe à une habitude persistante tout au long de sa journée.
Prestijli bir okulda okuyan bir öğrenciden bekleyeceğiniz tüm soğukkanlılığa ve cilaya sahiptir, ancak gün boyunca ısrarcı bir alışkanlığa yenik düşer.
She can’t help it; she is compulsively hooked on Instagram.
|||||||enganchada||
||||||obsessively|||
||||||компульсивно|||
||não pode evitar|||||||
Elle ne peut pas s'en empêcher ; elle est compulsivement accro à Instagram.
Ela não pode evitar; ela é compulsivamente viciada no Instagram.
Elinde değil; Instagram'a takıntılı bir şekilde bağımlı.
The photo and video-sharing social network, purchased by Facebook for $1 billion in 2012, has captured the minds and attention of Yin and 150 million other users like her.
|||||||придбана|||||||||||||||||||
A|||||||adquirida|||||||||||||||||||
Facebook tarafından 2012 yılında 1 milyar dolara satın alınan fotoğraf ve video paylaşım sosyal ağı, Yin ve onun gibi 150 milyon kullanıcının zihnini ve dikkatini çekti.
[xli] The company’s acquisition demonstrates the increasing power of — and immense monetary value created by — habit-forming technology.
|||收購||||||||||||||
habit-forming technology|||acquisition|||||||immense|||||||
|||придбання|||зростаючу|влада|(1)||величезну|грошовий||||||
|||||||||||tiền tệ||||||
[xli] Şirketin satın alınması, alışkanlık yaratan teknolojinin artan gücünü ve yarattığı muazzam parasal değeri göstermektedir.
Of course, the Instagram purchase price was driven by a host of factors, including a rumored bidding war for the company.
|||||||||||||||được cho là|đấu thầu||||
||||||||||||||||bidding||||
|||||||||||||||suposta|ofertas||||
|||||||визначався|||безліч|||||передбачуваної|торгів||||
||||||||||||||||oferta||||
[xlii] But at its core, Instagram is an example of an enterprising team — conversant in psychology as much as technology — that unleashed a habit-forming product on users who subsequently made it a part of their daily routines.
42|||||||||||innovative and resourceful||knowledgeable about||||||||||||||||subsequently||||||||
||||no cerne|||||||||||||||||||||||||||||||||
|||||||||||năng động||thành thạo||||||||đã phát hành||||||||sau đó||||||||
||в|||||||||підприємливій||обізнаною||||||технології||випустила||||||||потім||||||||
|||||||||||||||||||||釋放||||||||||||||||
|||||||||||emprendedora||versados||||||||desató||||||||||||||||
[xliii]
43 in brackets
Yin doesn’t realize she’s hooked, although she admits she regularly snaps and posts dozens of pictures per day using the app.
尹||||上癮||||||||||||||||
||||||||||toma fotos||||||||||
||усвідомлює|||||визнати|||фотографує|||дюжин|||||||
||||||||||chụp ảnh||||||||||
“It’s just fun,” she says as she reviews her latest collection of moody snapshots filtered to look like they were taken in the late 1970s.
||||||||||||melancólicas||||||||||||
||||||||||||moody|snapshots|||||||||||
||||||||||||настреві|снімків|||||||||||
|||||||avalia|||||||||||||||||
“I don’t have a problem or anything.
||||||nenhum problema
"Benim bir sorunum falan yok.
I just use it whenever I see something cool.
||||sempre que||||
Sadece güzel bir şey gördüğümde kullanıyorum.
I feel I need to grab it before it’s gone.”
|||||взяти||||
|||||agarrar||||
Kaybolmadan önce onu almam gerektiğini hissediyorum."
What formed Yin’s Instagram habit?
Yin'in Instagram alışkanlığını ne oluşturdu?
How did this seemingly simple app become such an important part of her life?
|||aparentemente||||||||||
|||aparentemente||||||||||
Basit gibi görünen bu uygulama nasıl oldu da hayatının bu kadar önemli bir parçası haline geldi?
As we will soon learn, habits like Yin’s are formed over time, but the chain reaction that forms a habit always starts with a trigger.
||||||||||隨著|時間|||||||||||||
|||||||Yin's habits|||||||||||||||||
||||||||||||||||||||||||desencadenante
|||||||||||||||реакція|||||||||
Как мы вскоре узнаем, такие привычки, как у Инь, формируются со временем, но цепная реакция, формирующая привычку, всегда начинается с пускового механизма.
Yakında öğreneceğimiz gibi, Yin'inki gibi alışkanlıklar zaman içinde oluşur, ancak bir alışkanlığı oluşturan zincirleme reaksiyon her zaman bir tetikleyici ile başlar.
正如我們很快會了解到,像尹的這種習慣是隨著時間形成的,但形成習慣的連鎖反應總是從一個觸發開始。
Habits are not Created, They are Built Upon
||||||будуються|
Привычки не создаются, а формируются
Alışkanlıklar Yaratılmaz, Üzerine İnşa Edilir
習慣不是創造出來的,而是建立起來的。
Habits are like pearls.
|||ngọc trai
habitudes|||
|||перлини
Привычки подобны жемчугу.
Alışkanlıklar inci gibidir.
習慣就像珍珠。
Oysters create natural pearls by accumulating layer upon layer of a nacre called mother-of-pearl, eventually forming the smooth treasure over several years.
Oysters|||||||||||iridescent substance||||||||||||
as ostras|||||||||||||||||||lisa|tesouro liso|||
ngọc trai|||||tích lũy||||||ngọc trai||||||||||||
устриці|||||накопичуючи||||||перламутр||||||||гладке|скарб|||
|||珍珠||累積|層次|||||珍珠母||||珍珠||||||||
las ostras|||||||||||||||||||||||
İstiridyeler sedef adı verilen bir sedef tabakasını katman katman biriktirerek doğal incileri oluşturur ve sonunda birkaç yıl içinde pürüzsüz hazineyi oluşturur.
But what causes the nacre to begin forming a pearl?
||||ngọc trai|||||ngọc trai
||||nácar|||||
Peki sedefin bir inci oluşturmaya başlamasına ne sebep olur?
但是什麼原因使得母貝開始形成珍珠?
The arrival of a tiny irritant, such as a piece of grit or an unwelcome parasite, triggers the oyster’s system to begin blanketing the invader with layers of shimmery coating.
|||||foreign object||||piece||grit|||||||the mollusk's||||covering with layers||||||sparkling protective layer|protective layer
|||||||||||grão de areia|||||triggers||||||cobrindo|||||||
|sự xuất hiện||||kích thích tố||||||cát|||||||||||bao phủ||kẻ xâm lược||||lấp lánh|
|прихід||||дратівник||||||піщинка||||паразит|||||||обкладати||вторгнення||||блискучим|покриття
|||||刺激物||||||||||||||||||||||||
|||||||||||grano|||no deseado||||||||cubriendo||||||brillante|capa
一個微小的刺激物,如一顆砂粒或一個不受歡迎的寄生蟲,會觸發牡蠣的系統開始用層層閃亮的外罩包裹侵擾者。
Similarly, new habits need a foundation upon which to build.
|||||основа||||
同樣,新習慣需要一個基礎來建立。
Triggers provide the basis for sustained behavior change.
|||основу||стійкої||
Reflect on your own life for a moment.
What woke you up this morning?
What caused you to brush your teeth?
What brought you to read this book?
Qu'est-ce qui|a apporté|||||
|trajo|||||
Qu'est-ce qui vous a amené à lire ce livre ?
Triggers take the form of obvious cues like the morning alarm, but also come as more subtle, sometimes subconscious signals that just as effectively influence our daily behavior.
||||||dấu hiệu||||||||||||tiềm thức|||||||||
||||||||||||||||sutiles|||||||||||
||||||підказки||||||||||тонкі||підсвідомі|||||ефективно||||
Тригери можуть проявлятися у вигляді очевидних сигналів, як-от ранковий будильник, але також можуть бути більш тонкими, іноді підсвідомими сигналами, які так само ефективно впливають на нашу повсякденну поведінку.
A trigger is the actuator of behavior — the grit in the oyster that precipitates the pearl.
||||||||hạt cát|||||hình thành||
|||||||||||oyster||brings about||
||||||||irritante|||||||
||||привід|||||||устриця||призводить||
Триггер - це спрацьовувач поведінки - піщинка в устриці, яка викликає утворення перлини.
Whether we are cognizant of them or not, triggers move us to take action.
|||nhận thức||||||||||
|||aware of||||||||||
|||усвідомлюємо||||||||||
si|||||||||||||
||||||||triggers|||||
Чи знаємо ми про них, чи ні, тригери змушують нас діяти.
Triggers come in two types: external and internal.
External Triggers
Habit-forming technologies start changing behavior by first cueing users with a call-to-action.
||||||||gợi ý||||||
||||||||signaling to prompt||||||
||||||||підказуючи||||||
||||||||señalizando||||||
Технологии, формирующие привычки, начинают изменять поведение, сначала побуждая пользователей к действию.
This sensory stimuli is delivered through any number of things in our environment.
|cảm giác|kích thích tố||||||||||
|sensory|stimulus||||||||||
|сенсорний|стимули||||||||||
External triggers are embedded with information, which tells the user what to do next.
|||вбудовані||||||||||
Внешние триггеры содержат информацию, которая сообщает пользователю, что делать дальше.
An external trigger communicates the next action the user should take.
um||||||||||
Внешний триггер сообщает о следующем действии, которое должен предпринять пользователь.
Often, the desired action is made explicitly clear.
||||||rõ ràng|
||||||явно|
Часто желаемое действие четко сформулировано.
For example, what external triggers do you see in this Coca-Cola vending machine in figure 2?
||||||||||||dispensing machine|||
||||||||||||автомат|||
Figure 2
Take a close look at the welcoming man in the image.
зверніть||||||привітного||||
He is offering you a refreshing Coke.
||||||Кока-колу
The text “Thirsty?” below the image tells you what the man in the photo is asking and prompts the next expected action of inserting money and selecting a beverage.
||"Спрагний"|||||||||||||||підказує||||||вставлення|||||напій
||¿Sediento?|||||||||||||||indica|||||||||||
Online, an external trigger may take the form of a prominent button, such as the large orange “Log in to Mint” prompt in the email from Mint.com in figure 3.
||||||||||nổi bật|||||||||||||||||||
||||||||||prominent||||||||||Mint|||||||||
|||||||||||||||||accesso|||Mintcom|||||||||
||||||||||помітна|||||||||||||||||||
В Интернете внешний триггер может быть в виде заметной кнопки, такой как большая оранжевая подсказка "Войдите в Mint" в электронном письме от Mint.com на рисунке 3.
Here again, the user is given explicit instructions about what action to take after reading the email: Click on that big bright button.
||||||rõ ràng||||||||||||||||
||||||clear and detailed||||||||||||||||
Figure 3
Notice how prominent and clear the intended action is in the email from Mint?
||nổi bật||||dự định|||||||
Заметили, как четко и ясно обозначено предполагаемое действие в письме от Mint?
The company could have included several other triggers such as prompts to check your bank balance, view credit card deals, or set financial goals.
||||||||||nhắc nhở|||||||||khuyến mãi||||
||||||||||підказки|||||||||||||
Instead, since this is an important account alert email, Mint has reduced the available actions to a single click: Logging in to view and fix your account.
||||||рахунок|сповіщення|||||||||||||||||||
|uma vez que||||||||||||||||||to log in|||||||
Вместо этого, поскольку это важное письмо с предупреждением о состоянии счета, Mint сократил доступные действия до одного клика: Войти в систему, чтобы просмотреть и исправить свой счет.
More choices require the user to evaluate multiple options.
||||||đánh giá||
||||||оцінити||
Too many choices or irrelevant options can cause hesitation, confusion, or worse, abandonment.
||||không liên quan||||||||bỏ rơi
||||||||||||abandon
||||||||вагання|плутанина|||відмова
||||||||vacilación||||abandono
[xliv] Reducing the thinking required to take the next action increases the likelihood of the desired behavior occurring unconsciously.
||||||||||||khả năng||||||
Chapter 44||||||||||||||||||
||||||||||||probabilidad||||||
||||||||||||probabilidade||||||
||||||||||||||||||несвідомо
[xliv] Сокращение размышлений, необходимых для совершения следующего действия, увеличивает вероятность того, что желаемое поведение будет происходить бессознательно.
We’ll explore this further in the next chapter.
The Coca-Cola vending machine and Mint.com email provide good examples of explicit external triggers.
|||||||||||||clearly defined prompts||
However, external triggers can also convey implicit information about the next desired user action.
|||||truyền đạt|ngầm|||||||
||||||indirectly suggested|||||||
|||||transmitir||||||||
|||||transmitir||||||||
|||||передавати|неявну|||||||
For example, we’ve all learned that website links are for clicking and app icons are for tapping.
||||||||||||||||tocar
||||||||||||||||tocar
Например, все мы знаем, что ссылки на сайтах нужно нажимать, а иконки приложений - нажимать.
The only purpose for these common visual triggers is to prompt the user to action.
||||||||||kích thích||||
|||||||triggers|||||||
||||||візуальних||||спонукати||||
Единственная цель этих обычных визуальных триггеров - побудить пользователя к действию.
As a readily accepted aspect of interface design, these calls to action don’t need to tell people how to use them, the information is embedded.
||легко|прийнятий|аспект||||||||||||||||||||
Types of External Triggers
Companies can utilize four types of external triggers to move users to complete desired actions:
||sử dụng||||||||||||
||використовувати||||||||||||
1\\.
Paid Triggers
Advertising, search engine marketing, and other paid channels are commonly used to get users' attention and prompt them to act.
||||||||||||||||thúc đẩy|||
Реклама|пошукових||||||||||||||||||діяти
Publicidad|||||||||||||||||||
Paid triggers can be effective but costly ways to keep users coming back.
|тригери|||||дорогі||||||
Habit-forming companies tend not to rely on paid triggers for very long, if at all.
|||||||||||||якщо||хоча б
||||||depender|||||||||
Les entreprises qui créent des habitudes ont tendance à ne pas s'appuyer sur des déclencheurs payants pendant très longtemps, voire pas du tout.
Компанії, що формують звички, зазвичай не покладаються на платні тригери надовго, якщо взагалі.
Imagine if Facebook or Twitter needed to buy an ad to prompt users to revisit their sites — these companies would soon go broke.
||||||||||||||||||||||банкрутити
|||||||||||incitar os usuários|||||||||||
Уявіть, якби Facebook або Twitter потрібно було купувати рекламу, щоб спонукати користувачів знову відвідати свої сайти — ці компанії незабаром збанкрутували б.
Since paying for re-engagement is unsustainable for most business models, companies generally use paid triggers to acquire new users and then leverage other triggers to bring them back.
||||||||||||||||||||||aprovechan||||||
||||||недоцільно||||||||||||||||||||||
Оскільки оплата за повторне залучення є невигідною для більшості бізнес-моделей, компанії зазвичай використовують платні тригери для залучення нових користувачів, а потім використовують інші тригери, щоб повернути їх назад.
2\\.
Earned Triggers
|Triggers
ganhou|
зароблені|
Earned triggers are free in that they can not be bought directly, but they often require investment in the form of time spent on public and media relations.
||||||||||mua|||||||||||||||||
Favorable press mentions, hot viral videos, and featured App Store placements are all effective ways to gain attention.
||||||||||prominent positions|||||||
|||||||em destaque||||||||||
позитивні|||||||помічені|||позиції|||||||
Companies may be lulled into thinking that related downloads or sales spikes signal long-term success, yet awareness generated by earned triggers can be short-lived.
|||ru ngủ|||||||||||||nhưng|||||||||
|||deceived into believing||||||||||||||||||||||
|||engañadas||||||||picos||||||conciencia||||||||
|||induzidas a pensar||||relacionadas||||picos de vendas||||||consciência|||||||de curta duração|
|||заведеними|||||||продажі|підвищення|||||але|усвідомлення|створена|||||||
Компании могут успокаивать себя мыслью, что связанные загрузки или всплеск продаж означают долгосрочный успех, однако осведомленность, вызванная заработанными триггерами, может быть недолговечной.
For earned triggers to drive ongoing user acquisition, companies must keep their products in the limelight — a difficult and unpredictable task.
|||||liên tục||||||||||tâm điểm chú ý|||||
|||||||||||||||constant public attention|||||
|||||||||||||||el centro de atención|||||
||||керувати|постійного||залучення||||||||центрі уваги|||||
3\\.
Relationship Triggers
One person telling others about a product or service can be a highly effective external trigger for action.
Whether through an electronic invitation, a Facebook “Like,” or old fashioned word-of-mouth, product referrals from friends and family are often a key component of technology diffusion.
|||||||||||miệng||||giới thiệu||||||||||||khả năng lan tỏa
|||||||||||||||recommendations||||||||||||spread of technology
|через||електронному||||||||||||рекомендації||||||||||||дифузії
si|||||||||||||||||||||||||||
Будь то электронное приглашение, "лайк" на Facebook или старое доброе "слово из уст в уста", рекомендации друзей и родственников о продукте часто являются ключевым компонентом распространения технологии.
Relationship triggers can create the viral hypergrowth entrepreneurs and investors lust after.
||||||tăng trưởng vượt bậc||||khao khát|
||||||hypergrowth||||desire|
||||||||||desean|
||||||гиперзростання||||прагнення|
Триггеры отношений могут создать вирусный гиперрост, которого так жаждут предприниматели и инвесторы.
Sometimes relationship triggers drive growth because people love to tell each other about a wonderful offer.
sometimes|||||||||||||||
|||||||||contar||||||
For example, it is hard to top PayPal’s viral success of the late 1990s.
|||||||PayPal's company's||||||
|||важко|||перевершити|||||||
Например, трудно превзойти вирусный успех PayPal в конце 1990-х годов.
[xlv] PayPal knew that once users started sending each other money online they would realize the tremendous value of the service.
||||||||||||||||khổng lồ|||dịch vụ|
45|||||users|||||||||||||||service
quarenta e cinco||||||||||||||||||||
The allure that someone just sent you money was a huge incentive to open an account, and PayPal’s growth spread because it was both viral and useful.
|sự hấp dẫn||||||||||sự khuyến khích|||||||||||||||
|allure||||||||||incentive|||||||||||||viral||
|привабливість||||||||||стимул|||||||||||||||
|atractivo|||||||||||||||||||||||||
Unfortunately, some companies utilize viral loops and relationship triggers in unethical ways by deploying so-called “dark patterns.” When designers intentionally trick users into inviting friends or blasting a message to their social networks, they may see some initial growth, but it comes at the expense of the social currency of users, including their goodwill and trust.
||||||||||||||||||||||||||||||||||||||||||||||||social||||||||
|||||||||||||||||||||||||||blasting|||||||||||||||||||||||||||||
|||||ciclos virais|||gatilhos|||||||||||||enganam||||||espalhando uma mensagem||||||||||||||||||custo|||||||||boa vontade||
|||sử dụng|||||||không đạo đức||||||||||cố ý|||||||mời||||||||||||||||||||||tiền tệ|||||lòng tốt||
|||використовують||петлі|||||неетичних|||впроваджуючи||||||||обманюють||||||запрошення||||||мережі|||||первинний|||||||витрати||||валюна|||||доброчесність||довіра
|||||||||||||||||||||engañan||||||blasting|||||||||||||||||||||||||||buena voluntad||
Malheureusement, certaines entreprises utilisent les boucles virales et les déclencheurs de relations de manière contraire à l'éthique en déployant ce que l'on appelle des "schémas sombres" Lorsque les concepteurs incitent intentionnellement les utilisateurs à inviter des amis ou à envoyer un message à leurs réseaux sociaux, ils peuvent constater une croissance initiale, mais au détriment de la monnaie sociale des utilisateurs, y compris leur bonne volonté et leur confiance.
К сожалению, некоторые компании используют вирусные петли и триггеры отношений неэтичными способами, применяя так называемые "темные схемы". Когда дизайнеры намеренно обманывают пользователей, заставляя их приглашать друзей или рассылать сообщения в свои социальные сети, они могут увидеть некоторый первоначальный рост, но это происходит за счет социальной валюты пользователей, включая их доброжелательность и доверие.
На жаль, деякі компанії використовують вірусні петлі та тригери взаємин неетичними способами, впроваджуючи так звані «темні шаблони». Коли дизайнери навмисно обманюють користувачів, щоб ті запрошували друзів або надсилали повідомлення у свої соціальні мережі, вони можуть спостерігати деяке початкове зростання, але це відбувається за рахунок соціальної валюти користувачів, включаючи їх добру волю та довіру.
When people discover they’ve been duped, they vent their frustration and stop using the product.
|||||lừa dối||bày tỏ||sự thất vọng|||||
|||||deceived or tricked|||||||||
|||||обманутими||виливають||фрустрацію|||||
||descobrem||||||||||||
Коли люди виявляють, що їх обманули, вони висловлюють своє розчарування і перестають користуватися продуктом.
Proper use of relationship triggers requires building an engaged user base that is enthusiastic about sharing the benefits of the product with others.
|||||||||||||nhiệt tình|||||||||
|||||||||||||зацікавленою|||||||||
Правильне використання тригерів взаємин вимагає створення залученої бази користувачів, яка з ентузіазмом ділиться перевагами продукту з іншими.
4\\.
Owned Triggers
Власність|
Owned triggers consume a piece of real-estate in the user’s environment.
|||||||propriedade imobiliária||||
||споживає||||нерухомого|нерухомість||||
They consistently show up in daily life and it is ultimately up to the user to opt into allowing these triggers to appear.
||||||||||||||||chọn||||||
||||||||||||||||вибрати||||||з'являтися
||||||||||finalmente||||||||||||
Ils apparaissent régulièrement dans la vie quotidienne et c'est finalement à l'utilisateur de choisir d'autoriser l'apparition de ces déclencheurs.
Они постоянно проявляются в повседневной жизни, и в конечном итоге именно от пользователя зависит, разрешит ли он появление этих триггеров.
Вони постійно з'являються в повсякденному житті, і зрештою це залежить від користувача, чи дозволити цим тригерам з'являтися.
For example, an app icon on the user’s phone screen, an email newsletter to which the user subscribes, or an app update notification only appear if the user wants it there.
||||||||||||bản tin||||||||||||||||||
|||||||||||||||||підписується|||||||||||||
||||||||||||boletín||||||||||||||||||
Наприклад, значок програми на екрані телефону користувача, розсилка електронної пошти, на яку підписується користувач, або повідомлення про оновлення програми з'являються лише тоді, коли користувач хоче, щоб вони були там.
As long as the user agrees to receive a trigger, the company that sets the trigger owns a share of the user’s attention.
||||||||||||||||owns||||||
||||||||||||||||володіє|a|частку||||
Tant que l'utilisateur accepte de recevoir un déclencheur, l'entreprise qui le déclenche détient une part de l'attention de l'utilisateur.
Тільки якщо користувач погоджується отримувати тригери, компанія, яка встановлює тригер, володіє часткою уваги користувача.
Owned triggers are only set after users sign up for an account, submit their email address, install an app, opt into newsletters, or otherwise indicate they want to continue receiving communications.
|||||||||||||||||||||bản tin|||cho thấy||||||
|||||||||||||||||||підписатися||розсилки|||||||||
While paid, earned, and relationship triggers drive new user acquisition, owned triggers prompt repeat engagement until a habit is formed.
||||||||||sở hữu||thúc đẩy|||||||
|||||||||придбання||||||||||
Without owned triggers and users' tacit permission to enter their attentional space, it is difficult to cue users frequently enough to change their behavior.
|||||ngầm|sự cho phép||||sự chú ý|không gian|||||gợi nhắc|||||||
|||||unspoken, implied consent||||||||||||||||||
|||||мовчазного|||||||||||підказувати|||||||
||gatilhos|||tácita|||||atencional||||||sinalizar|||||||
Без собственных триггеров и молчаливого согласия пользователей на вход в их пространство внимания трудно достаточно часто подавать сигналы, чтобы изменить их поведение.
***
But external triggers are only the first step.
The ultimate goal of all external triggers is to propel users into and through the Hook Model so that, after successive cycles, they do not need further prompting from external triggers.
|||||||||thúc đẩy|người dùng||||||||||liên tiếp||||||thêm|nhắc nhở|||
||||||||||||||||||||consecutive or repeated||||||||||
|||||||||||||até|||||||||||||||||
|остатня||||||||привести|||||||||||послідовних||||||||||
||||||||||||||||||||||||||más|inducimiento|||
When users form habits, they are cued by a different kind of trigger: internal triggers.
|||thói quen|||gợi nhớ||||loại||kích thích||
||||||señalizados||||||||
||||||induzidos por||||||||
||||||підказуються||||||||
Internal Triggers
When a product becomes tightly coupled with a thought, an emotion, or a pre-existing routine, it leverages an internal trigger.
||||chặt chẽ||||||||||||||||
|||||||||||||||||utilizes|||
||||щільно|пов'язаним|||думкою|||||||||використовує|||
Quando||||||||||||||||||||
||||fuertemente|||||||||||||aprovecha|||
Unlike external triggers, which use sensory stimuli like a morning alarm clock or giant “Log-In Now” button, you can’t see, touch, or hear an internal trigger.
|||||cảm giác|kích thích||||||||||||||||||||
||||||||||будильник||||Лог(1)||||||||||||
Internal triggers manifest automatically in your mind.
||xuất hiện||||
||виявляються||||
Connecting internal triggers with a product is the brass ring of consumer technology.
||||||||chìa khóa||||
||||||||brass||||
||||||||anillo||||
||||||||o objetivo principal||||
||||||||золотий||||
For Yin, the young woman with the Instagram habit, her favorite photo app manufactured a predictable response cued by an internal trigger.
|||||||||||||đã tạo ra||||được kích thích||||
|||||||||||||||||inducida||||
|||||||||||||викликала||||||||
Для Инь, молодой женщины с привычкой к Instagram, ее любимое приложение для фотографий произвело предсказуемую реакцию, вызванную внутренним триггером.
Through repeated conditioning, a connection was formed between Yin’s need to capture images of the things around her and the app on her ever-present mobile device.
||умовляння|||||||||захоплювати|||||||||||||||
Através de||condicionamento||||||||||||||||||||||||
Emotions, particularly negative ones, are powerful internal triggers and greatly influence our daily routines.
Feelings of boredom, loneliness, frustration, confusion, and indecisiveness often instigate a slight pain or irritation and prompt an almost instantaneous and often mindless action to quell the negative sensation.
|||||||do dự||gây ra|||||sự khó chịu||thúc đẩy|||ngay lập tức||||||dập tắt|||
|||solidão|||||||||||||||||||||||||
||||frustration|||uncertainty||cause or provoke|||||||||almost|||||||suppress or alleviate|||
||нудьги|||||невизначеність||викликають||легкий|||дратування|||||митьове||||||загасити|||
sentimientos||aburrimiento|||||indecisión|||||||||provocan||||||sin sentido||para|calmar|||
For instance, Yin often uses Instagram when she fears a special moment will be lost forever.
Например, Инь часто использует Instagram, когда боится, что особый момент будет потерян навсегда.
The severity of the discomfort may be relatively minor — perhaps her fear is below the perceptibility of consciousness — but that’s exactly the point.
||||incomodidad|||||||||||perceptibilidad||conciencia|||||
|||||||||||||||conscious awareness threshold|||||||
|серйозність||||||відносно|незначним|||||нижче||помітності||свідомості|||||
a||||||||||||||||||||||
|||||||||||||||khả năng nhận thức|||||||
Серьезность дискомфорта может быть относительно незначительной - возможно, ее страх находится ниже уровня восприятия сознания - но именно в этом все дело.
Our life is filled with tiny stressors and we’re usually unaware of our habitual reactions to these nagging issues.
||||||căng thẳng|||||||||||gây khó chịu|
||||||stressors||we are|||||||||annoying|
||||||||||не усвідомлюємо|||||||дратівливі|
||||||estresores||||inconscientes|||||||persistentes|
Positive emotions can also serve as internal triggers, and may even be triggered themselves by a need to satisfy something that is bothering us.
|||||||||можуть|||||від||||задовольнити||||турбує|
Положительные эмоции также могут служить внутренними триггерами, и даже сами могут быть вызваны потребностью удовлетворить что-то, что нас беспокоит.
After all, we use products to find solutions to problems.
The desire to be entertained can be thought of as the need to satiate boredom.
|||||||||||||thỏa mãn|
|||||||||||||satisfy|
|||||||||||||saciar|aburrimiento
|бажання|||розважати|||розглядатися||||||втамувати|
Желание развлечься можно рассматривать как потребность насытить скуку.
A need to share good news can also be thought of as an attempt to find and maintain social connections.
|||поділитися||||||||||спробу||||підтримувати||
Потребность делиться хорошими новостями можно также рассматривать как попытку найти и сохранить социальные связи.
As product designers, it is our goal to solve these problems and eliminate pain — to scratch the user’s itch.
|||||||||||||||gãi|||
||||||||||||||||||picazón
||||||||||||усунути||потерти|виправити|||потребу
Как дизайнеры продуктов, наша цель - решить эти проблемы и устранить боль - почесать зуд пользователя.
Users who find a product that alleviates their pain will form strong, positive associations with the product over time.
||||||reduces||||||||||||
||||||полегшує||||||||||||
||||||alivia||||||||||||
After continued use, bonds begin to form — like the layers of nacre in an oyster — between the product and the user whose need it satisfies.
|||mối quan hệ||||||||ngọc trai|||||||||||||
|||зв'язки|||||||||||||||||||||
|||vínculos|||||||||||||||||||||
Gradually, these bonds cement into a habit as users turn to your product when experiencing certain internal triggers.
||mối liên kết|||||||||||||||
|||solidificam||||||||||||||
поступово|||укріплюють|||||користувачі||||||відчуваючи|||
A study at the Missouri University of Science and Technology illustrates how tech solutions can provide frequent psychological relief.
||||||||||minh họa|||||||tâm lý|
||||Missouri||||||||||||||
[xlvi] In 2011, a group of 216 undergraduates volunteered to have their Internet activity anonymously tracked.
xlvi(1)|||||||||||||
46|||||undergraduates||to||||||
|||||студентів||||||||
|||||estudiantes de pregrado||||||||
Over the course of the academic year, the researchers measured the frequency with which these students used the web and what they were doing online.
||||||||||||||||||мережу||||||
At the end of the study, the researchers compared anonymized data of students who visited the university’s health services to treat symptoms of depression.
|||||||||||||||||||||симптоми||
“We identified several features of Internet usage that correlated with depression,” wrote Sriram Chellappan, one of the study’s authors.
||||||||có mối tương quan||||||||||
||||||||were correlated||||Sriram Chellappan|a researcher|||||
||||||||корелювали||||||||||
|||características|||||||||||||||
[xlvii] “For example, participants with depressive symptoms tended to engage in very high email usage…Other characteristic features of depressive Internet behavior included increased amounts of video watching, gaming, and chatting.”
Reference 47||||||||||||||||||||||||||||||
|||||||||involucrarse|||||||||||||||||||||
|||||||схильні||залучатися||||||||особливості|||||||||||||
||||||||||||||uso||||||||||||||||
The study demonstrated that people suffering from symptoms of depression used the Internet more.
||cho thấy|||||||||||
|||||які страждають||||||||
Why is that?
One hypothesis is that those with depression experience negative emotions more frequently than the general population and seek relief by turning to technology to lift their mood.
|giả thuyết|||||||||||||||||sự giải tỏa||||||||
||||||||||||||||||||||||lift||
||||||||||||||||||||звертаючись||||підняти||
Consider, perhaps, your own emotion-cued behaviors.
|||||gợi ý|
||||emoções|provocadas pela emoção|
розглянь|||||зумовлених|
What do you do in response to your internal triggers?
When bored, many people seek excitement and turn to dramatic news headlines.
|||||||||||tin tức
|||||задоволення||||||заголовки
Quando|||||||||||manchetes dramáticas
|||||||||||titulares
When we feel overly stressed we seek calm, perhaps finding relief in sites like Pinterest.
|||||||спокій|||||||
|||excesivamente|estresados||||||alivio||||
Коли ми відчуваємо надмірний стрес, ми шукаємо спокою, можливо, знаходячи полегшення на сайтах, таких як Pinterest.
When we feel lonely, destinations like Facebook and Twitter provide instant social connections.
||||||||||миттєві||
Коли ми відчуваємо самотність, такі місця, як Facebook та Twitter, забезпечують миттєві соціальні зв'язки.
To ameliorate the sensation of uncertainty, Google is just a click away.
|cải thiện||||||||||
|ease||||||||||
|покращити||||невизначеності||||||
|mejorar||||||||||
Щоб полегшити відчуття невизначеності, Google всього в одному кліку.
Email, perhaps the mother of all habit-forming technology, is a go-to solution for many of our daily agitations, from validating our importance (or even, simply our existence) by checking to see if someone needs us, to providing an escape from life’s more mundane moments.
|||||||||||||||||||sự bận tâm|||||||||||||||||||||||||hằng ngày|
||||||||||||||||||||||||||||||||||||||||||||mundane|
|||||||||||||||||||тривог||||||||||||||||||||||||||
|||||||||||||||||||agitación||||||||||||||||||||||||||
Once hooked, using these products does not always require an explicit call-to-action.
||||||||||rõ ràng|||
Instead, they rely upon our automatic responses to feelings that precipitate the desired behavior.
||||||||||gây ra|||
||||||||||bring about|||
||||||||||призводять|||
||dependem de|||||||||||
Products that attach to these internal triggers provide users with quick relief.
|||||||||||sự giảm đau
Once a technology has created an association in users' minds that the product is the solution of choice, they return on their own, no longer needing prompts from external triggers.
||||||||||||||||||||||||||sự nhắc nhở|||
||||||||||||||||||||||||mais longamente|||||
In the case of internal triggers, the information about what to do next is encoded as a learned association in the user’s memory.
||||||||||||||закодована||||||||
But the association between an internal trigger and your product is not formed overnight.
|||||||||||||de la noche a la mañana
mas|||||||||||||
It can take weeks or months of frequent usage for internal triggers to latch onto cues.
|||||||||||||gắn kết||cues
|||||||||||||Attach firmly to||
||||||||||||щоб|прив'язатися||
||||||||uso|||||||sinais
New habits are sparked by external triggers, but associations with internal triggers are what keeps users hooked.
|||khơi dậy|||||||||||||
|||викликані|||||||||||||
As Yin said, “I just use it whenever I see something cool.” By thoughtfully moving users from external to internal triggers, Instagram designed a persistent routine in people’s lives.
|||||||||||||обдумано|||||||||||||||
|||||||||||||reflexivamente|||||||||||||||
A need is triggered in Yin’s mind every time a moment is worth holding onto, and for her, the immediate solution is Instagram.
||||||||||||vale a pena||||||||||
Yin no longer requires an external stimulus to prompt her to use the app — the internal trigger happens on its own.
||||||||kích thích||||||||||||
||||||stimulus||||||||||||||
||||||||||||||||||por conta própria||
||||||стимул||||||||||||||
Building for Triggers
Products that successfully create habits soothe the user’s pain by laying claim to a particular feeling.
|||||xoa dịu|||||đặt|đòi hỏi||||
|||||apaiser||||||||||
|||||alleviate|||||||to|||
|||||заспокоюють|||біль||пред'являючи|||||
|||||calman||||||||||
To do so, product designers must know their user’s internal triggers — that is, the pain they seek to solve.
But finding customers' internal triggers requires learning more about people than what they can tell you in a survey.
It requires digging deeper to understand how your users feel.
||копання|||||||
||investigação|||||||
The ultimate goal of a habit-forming product is to solve the user’s pain by creating an association so that the user identifies the company’s product or service as the source of relief.
o|última|||||||||||||||||||||||||||||||
First, the company must identify the particular frustration or pain-point in emotional terms, rather than product features.
|||||||sự thất vọng||||||cảm xúc||||
But how does a designer go about uncovering the source of a user’s pain?
|||||||виявленням||||||
The best place to start is to learn the drivers behind successful habit-forming products — not to copy them, but to understand how they solve users' problems.
|||||||||yếu tố|||||||||||||||||
|||||||||фактори|||||||||||||||||
|||||||||fatores motivadores|||||||||||||||||
Doing so will give you practice in diving deeper into the mind of the consumer and alert you to common human needs and desires.
|||||досвід||||||||||||||||||бажання
As Evan Williams, co-founder of Blogger and Twitter said, the Internet is, “a giant machine designed to give people what they want.”
||||founder||||||||||||||||||
|Evan Williams|||||||Twitter||||||||||||||
[xlviii] Williams continued, “We often think the Internet enables you to do new things … But people just want to do the same things they’ve always done.”
48||||||||||||||||||||||things|||
||||||||||||novas|||||||||||||
||||||||дозволяє|||||||||||||||||
These common needs are timeless and universal.
||||intemporels||
||||вічні||
||||atemporales||
But talking to users to reveal these wants will likely prove ineffective since they themselves don’t know which emotions motivate them.
|||||виявити||||||неефективним|||||||||
People just don’t think in these terms.
You’ll often find that people’s “declared preferences” — what they say they want — are far different from their “revealed preferences” — what they actually do.
|||||công bố|sở thích|||||||||||bộc lộ|||||
|||||оголошених||||||||||||виявлені|||||
||descobrirá||||||||||||||||||||
As Erika Hall, author of Just Enough Research writes, “When the research focuses on what people actually do (watch cat videos) rather than what they wish they did (produce cinema-quality home movies) it actually expands possibilities.”
|Erika Hall|||||||||||||||||||||||||||||||||||
|||||||||||||||||||||||||бажають|||||||||||
|Erika|Hall||||||||||||||||||||||||||||||||||
Як пише Ерика Холл, авторка книжки "Досліджень достатньо", "Коли дослідження зосереджене на тому, що люди насправді роблять (дивляться відео з котами), а не на тому, що вони б хотіли робити (знімати домашні фільми як у кіно), це насправді розширює можливості."
[xlix] Looking for discrepancies exposes opportunities.
|||sự khác biệt||
||||expose|
49|||inconsistencies or differences||
||||виявляє|
[xlix] Пошук розбіжностей виявляє можливості.
Why do people really send SMS messages?
Чому люди насправді надсилають SMS-повідомлення?
Why do they take photos?
What role does watching television or sports play in their lives?
|papel|||||||||
Ask yourself what pain these habits solve and what the user might be feeling right before one of these actions.
What would your user want to achieve by using your solution?
Where and when will they use it?
What emotions influence their use and will trigger them to action?
Jack Dorsey, co-founder of Twitter and Square, shared how his companies answer these important questions, “[If] you want to build a product that is relevant to folks, you need to put yourself in their shoes and you need to write a story from their side.
|||||||||||||||||||||||||liên quan||mọi người||||||||||||||||||
||||||||||||||||||||||||||||vous|||||||||||||||||
|Jack Dorsey||||||||||||||||||||||||||||||||||||||||||||
|||||||||||||||||||||||||||людей||||||||||||||||||
|Dorsey||||||||||||||||||||||||||as pessoas||||||||||||||uma história||||
So, we spend a lot of time writing what’s called user narratives.”
|||||||||||kịch bản
|||||||||||історії користувачів
[l]
Dorsey goes on to describe how he tries to truly understand his user, “He is in the middle of Chicago and they go to a coffee store ... This is the experience they’re going to have.
|||||||||verdadeiramente|||||||||||||||||||||||||
|йдуть||||||||||||||||||Чикаго|||||||||||||||
It reads like a play.
|lê-se|||uma peça
Це читається як п'єса.
It’s really, really beautiful.
Це дійсно, дуже красиво.
If you do that story well, then all of the prioritization, all of the product, all of the design and all the coordination that you need to do with these products just falls out naturally because you can edit the story and everyone can relate to the story from all levels of the organization, engineers to operations to support to designers to the business side of the house.”
||||||||||sự ưu tiên||||||||||||sự phối hợp|||||||||||||||||||||||||||||||||||||||||||||
||||||||||||||||||||||coordination|||||||these|products|||||||||||||||||||||||||||||||||||||
||||||||||||||||||||||координація|||||||||||||||||||||||||||||||||||||||||||||
Якщо ви добре розповісте цю історію, тоді вся пріоритизація, весь продукт, весь дизайн і вся координація, яку потрібно зробити з цими продуктами, просто виникають природно, тому що ви можете редагувати цю історію, і кожен може зрозуміти цю історію з усіх рівнів організації: від інженерів до операцій, від підтримки до дизайнерів і до бізнес-сторони.
Dorsey believes a clear description of users — their desires, emotions, the context with which they use the product — is paramount to building the right solution.
|||||||||||bối cảnh||||||||cực kỳ quan trọng|||||
|||||||||||||||||||most important|||||
|||||||||||||||||||первинним|||||
In addition to Dorsey’s user narratives, tools like customer development,
|Ngoài||||câu chuyện người dùng||||
|||Dorsey's user narratives||||||
[li] usability studies, and empathy maps
|tính khả dụng||||
[lii] are examples of methods for learning about potential users.
Literature review insights|||||||||
One method is to try asking the question "why" as many times as it takes to get to an emotion.
Uma (1)|||||||||||||||||||
Usually this will happen by the fifth “why.” This is a technique adapted from the Toyota Production System described by Taiichi Ohno as the “5 Whys Method.” Ohno wrote that it was "the basis of Toyota’s scientific approach ... by repeating ‘why?' five times, the nature of the problem as well as its solution becomes clear."
||||||||||||adaptée|||||||||||||||||||||||||||||||||||||||||
||||||||||||||||||||Taiichi Ohno|Taiichi Ohno|||||||||||||Toyota Motor Corporation|||||||||||||||||||
|||||||||||||||Тойота|||||||||||Оно|||||||||науковий||||||||||||||||||
[liii]
53 in Roman numerals
When it comes to figuring out why people use habit-forming products, internal triggers are the root cause, and “why?” is a question that can help drill right to the core.
||||||||||||||||||||||||||đi sâu vào||||
||||||||||||||||||||||||||drill||||
||||||||||||||||||||||||||aprofundar|diretamente|||essência
||||з'ясуванням||||||||||||||||||||||||||
For example, let’s say we’re building a fancy new technology called email for the first time.
|||||||sang trọng||||||||
|||||||élégant||||||||
|||||||sofisticada||||||||
The target user is a busy middle manager named Julie.
We’ve built a detailed narrative of our user, Julie, that helps us answer the following series of "whys:"
||||||||Юлія|||||||||
Why #1: Why would Julie want to use email?
Answer: So she can send and receive messages.
Why #2: Why would she want to do that?
||||vouloir|||
Answer: Because she wants to share and receive information quickly.
Why #3: Why does she want to do that?
Answer: To know what’s going on in the lives of her co-workers, friends, and family.
Why #4: Why does she need to know that?
Answer: To know if someone needs her.
Why #5: Why would she care about that?
Answer: She fears being out of the loop.
|||||||fora do assunto
Now we’ve got something!
Fear is a powerful internal trigger and we can design our solution to help calm Julie’s fear.
|||||||||||||||Julie's fear|
Of course, we might have come to another conclusion by starting with a different persona, varying the narrative or coming up with different hypothetical answers along the chain of "whys.” Only an accurate understanding of our user’s underlying needs can inform the product requirements.
|||||||||||||||||câu chuyện||||||giả thuyết|||||||||||||||||thông báo|||
|||||||||||||||||||||||hypothetical||||||||||||||||||||
|||||||||||||||змінюючи||||||||||||||||||||||||||||
||||||||||||||persona do usuário|||||chegando a|||||||||||||precisa|||||fundamentais||||||
|||||||||||||||||||||||||||||||||||||subyacente||||||
But now that we have an understanding of the user’s pain, we can move on to the next step of testing our product to see if it solves her problem.
Unpacking Instagram’s Triggers
Desempacotando(1)||
A large component of Instagram’s success — and what brings its millions of users back nearly every day — is the company’s ability to understand its users' triggers.
For people like Yin, Instagram is a harbor for emotions and inspirations, a virtual memoir preserved in pixels.
|||||||bến cảng||||nguồn cảm hứng|||hồi ký|||
|||||||harbor||||||||||
|||||||puerto|||||||memoria|||píxeles
|||||||porto seguro||||||||||
|||||||пристань|||||||мемуар|збережена||
Yin’s habitual use of the service started with an external trigger - a recommendation from a friend and weeks of repetitious use before she became a regular user.
|||||||||||||||||||lặp đi lặp lại|||||||
|||||||||||||||||||repetitivo|||||||
|звичне|||||||||||||||||||||||||
Every time Yin snaps a picture, she shares it with her friends on Facebook and Twitter.
Consider the first time you saw an Instagram photo.
Did it catch your attention?
Did it make you curious?
Did it call you to action?
These photos serve as a relationship external trigger, raising awareness and serving as a cue for others to install and use the app.
|||||||||conciencia|||||señal||||||||
||||||||aumentando|consciência|||||sinalizador||||||||
But Instagram photos shared on Facebook and Twitter were not the only external triggers driving new users.
||||||||étaient||||||||
Others learned of the app from the media and bloggers, or through the featured placement Apple granted Instagram in the App Store — all earned external triggers.
||||||||||||||розміщення||надала|||||||||
|||||||||||||em destaque||||||||||||
Once installed, Instagram benefited from owned external triggers.
|||використав||||
The app icon on users' phone screens and push notifications about their friends' postings served to call them back.
|||||||||||||shared content|||||
||||||||||||||serviram para||||
With repeated use, Instagram formed strong associations with internal triggers, and what was once a brief distraction became an intraday routine for many users.
|||||||||||||||||||hàng ngày||||
|||||||||||||||bref||||||||
|||||||||||||||||||within the day||||
|||||||||||||||||||intradía||||
||||||||||||||||відволікання|||достовірно||||
It is the fear of losing a special moment that instigates a pang of stress.
||||||||||gây ra||cơn đau||
||||||||||causes||||
||||||||||викликає||||
||||||||||provoca||punzada||
This negative emotion is the internal trigger that brings Instagram users back to the app to alleviate this pain by capturing a photo.
||||||||||||||||||||capturant||
||||||||||||||||||||зробити||
||||||||||||||||aliviar||||||
As users continue to use the service, new internal triggers form.
But Instagram is more than a camera replacement, it is a social network.
mas||||||||||||
The app helps users dispel boredom by connecting them with others, sharing photos, and swapping lighthearted banter.
||||xua tan|||||||||||vui vẻ|
||||||||||||||exchanging|playful and fun|conversation
||||||||||||||intercambiando|ligera|charlas
||||розганяти||||||||||обмінюючись|легковажний|дружні жарти
||||||||||||||trocando||conversa descontraída
[liv]
Live or leave
Like many social networking sites, Instagram also alleviates the increasingly recognizable “pain” known as “fear of missing out,” or FOMO.
|||||||reduces||||||||||||fear of missing
||||||||||||||страх|||||
|||||||||cada vez mais||||||||||
For Instagram, associations with internal triggers provide a foundation to form new habits.
Now it is time to understand the mechanics of connecting the user’s problem with your solution by utilizing the next step in the Hook Model.
|||||||||||||||||sử dụng|||||||
|||||||||||||||||використовуючи|||||||
In the next chapter, we’ll find out how moving people from triggers to actions is critical in establishing new routines.
|||||||||||||||||встановленні||
***
Remember and Share
- Triggers cue the user to take action and are the first step in the Hook Model.
|dấu hiệu||||||||||||||
|сигнал||||||||||||||
- Triggers come in two types — external and internal.
- External triggers tell the user what to do next by placing information within the user’s environment.
- Internal triggers tell the user what to do next through associations stored in the user’s memory.
- Negative emotions frequently serve as internal triggers.
négatif||||||
- To build a habit-forming product, makers need to understand which user emotions may be tied to internal triggers and know how to leverage external triggers to drive the user to action.
|||||||||||||peuvent être||||||||||||||||||
|||||||||||||||пов'язані||||||||використати||||||||дію
|||||||||||||||ligadas a||||||||||||||||
***
Do This Now
Refer to the answers you came up with in the last “Do This Now” section to complete the following exercises:
- Who is your product’s user?
- What is the user doing right before your intended habit?
|||||juste||||
- Come up with three internal triggers that could cue your user to action.
Refer to the “5 Whys Method” described in this chapter.
|||||décrit dans ce chapitre|||
- Which internal trigger does your user experience most frequently?
- Finish this brief narrative using the most frequent internal trigger and the habit you are designing:
||ngắn|kể chuyện||||||||||||
“Every time the user (internal trigger), he/she (first action of intended habit).”
|||||||||||dự định|
- Refer back to the question about what the user is doing right before the first action of the habit.
What might be places and times to send an external trigger?
- How can you couple an external trigger as closely as possible to when the user’s internal trigger fires?
|||||||||||||||||спрацьовує
|||ligar uma|||||||||||||gatilho interno|aciona
- Think of at least three conventional ways to trigger your user with current technology (emails, notifications, text messages, etc.).
|||||truyền thống|||||||||||||
|||||традиційних|||||||||||||
Then stretch yourself to come up with at least three crazy, or currently impossible, ideas for ways to trigger your user (wearable computers, biometric sensors, carrier pigeons, etc.).
|hãy kéo dãn||||||||||||||||||||||cảm biến sinh trắc học|||bồ câu|
|||à|||||||fou|ou||||||||||||||pigeons messagères||
|extiéndete||||verbo auxiliar||||||||||||||||||||palomas mensajeras||
|estica-te||||||||||||||||||||dispositivos vestíveis||||||
|||||||||||||||||||||||біометричні||голосні птахи|голуби|
You may find that your crazy ideas spur some new approaches, which may not be so crazy after all.
|||||fou|idées folles||||||||||||
|||||||inspire||||that|||||||
você||||||||||||||||||
|||||||khơi gợi|||||||||||
|||||||сприяють|||підходи||||||||
|||||||estimulan|||enfoques||||||||
In a few years, new technologies will create all sorts of currently unimaginable triggering opportunities.
End [01:24:17]
||||||||||||немислимих|||