Our goal (as a network/project) is to have users perform a desired task. As general network traits we’re looking to increase engagement, retention and longevity. In order to achieve this, it is useful to understand the user’s motivation for engaging in the network/product so that we can align behaviour.
We can divide motivation into two types;
Many a time project developers assume that only financial rewards are the key motivator for user engagement, this is not true and it is important to determine if there are other user motivations because we cannot incentivise a user to perform a desired task if they’re not interested in the reward in place. Essentially, users will react differently based on their interest and reasons for engaging.
Specific motivations normally have a direct link back to general motivations in that they act as the reward type.
This framework gives us added context into how users will behave within our network/product.
<aside> ❓ What is the general motivation behind the user’s actions?
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| Type | User Desire: | Explanation | Example |
|---|---|---|---|
| Financial Rewards | To make money | Users actions are predicated on wanting to make money. This is one of the most common drivers of behaviour. | By completing desires task, user will be remunerated financially. |
| Status/Reputation | To show something of importance about themselves | Users actions are predicated on wanting to convey something of importance about themselves to others. This often presents via users signalling status/reputation. | By completing desired task, user will be remunerated with status/reputation which can be signalled to others. |
<aside> ❓ What is the specific motivation behind the user’s actions?
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