What internal trigger is the product addressing? The internal trigger is the need for information security, which is a common and urgent problem for many organizations and individuals. Users may feel anxious, curious, or insecure about their data and systems, and seek reliable and updated information on how to protect them.
What external trigger gets the user to the product? The external trigger could be a recommendation from a friend, a social media post, an email newsletter, or an advertisement that showcases the value proposition of the product. For example, the product could highlight the latest news, articles, and resources on network and cyber security 6 , or offer a free report on the state of machine identity management.
What is the simplest behavior in anticipation of reward? The simplest behavior is to visit the website and browse the content that matches the user’s interest and needs. The product could make this behavior easy and frictionless by providing a clear and intuitive navigation, a search function, and a personalized feed.
Is the reward fulfilling, yet leaves the user wanting more? The reward is fulfilling if the user finds relevant and useful information that helps them solve their information security challenges or learn something new. The reward is variable if the user encounters different types of content, such as news, reports, white papers, videos, podcasts, etc., that keep them engaged and curious. The product could also leverage social proof, such as ratings, reviews, comments, and shares, to increase the perceived value and credibility of the content.
What “bit of work” is done to increase the likelihood of returning? The bit of work is the user’s investment in the product, which could be in the form of time, data, money, or social capital. For example, the user could sign up for a free account, subscribe to a newsletter, follow a topic, bookmark a page, download a resource, share a link, or leave feedback. These actions increase the user’s commitment and loyalty to the product, and create opportunities for future re-engagement.

Vipika Kotangale

Senior Technical Writer at DefenXee

--

21