Action is the second step in the Hook-Model. Triggers (such as Ads, Push-Messages, and Desires) inform users what to do next, and Actions enables them to execute it (such as a Button to subscribe to a newsletter or to share content on social media).

To build habits, the desired Action should be effortless, requiring minimal mental or physical effort. For an action to be executed unintentionally, both Ability and Motivation, in addition to an effective trigger, are required.

This chapter will provide guidance on designing actions that encourage users to build habits with your product.

,,Make your product so simple that users already know how to use it, and you’ve got a winner.”

<aside> 💡 In the following chapter, the term "Behavior" will partially be used instead of "Action" to avoid confusion with the abbreviations of "Ability" and "Action". Therefore, "Behavior" is equivalent to "Action".

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Understanding Actions

• While a Trigger defines the message that is needed to cue the user to act, Action dictates how the actual content (e.g. Ad, product-screens etc.) experienced by the user has to be designed.
• Action enables a user to execute a desired behavior after a trigger is activated.

• The simpler the action, the more likely it is to occur.

The Objective of Actions

• Actions enable the user to execute a desired behavior turning the behavior into a Habit over time.
• Since a habit is a behavior that is done with little or no conscious thought, Actions need to be designed in a way that doing them is easier than thinking.
• For companies building technology solutions, the greatest return on investment will generally come from increasing a product’s ease-of-use.

Building Actions

• Building Actions requires the product designer to enable the user to execute a desired Behavior
• A desired Behavior happens when a Trigger, Ability and Motivation are present at the same time and in sufficient degrees: B = TAM
  1. A Trigger must be present to activate the behavior.
  2. The user must have the Ability to complete the desired action.
  3. The user must have sufficient Motivation
• To increase the desired Behavior, ensure a clear Trigger is present, then increase Ability by making the action easier to do, and finally align with the right Motivator.