01.1.5 · Skill in User understanding

Goals and motivations

Why people act, what they want to achieve, and what they are afraid of.

Motivations are the reasons behind behavior: the goal, the pressure, the fear of getting it wrong. They explain what users say they want versus what they do. Knowing them makes it easier to predict which changes people will welcome and which they will ignore.

Your status · Goals and motivations

Not startedLearningComfortable

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Resources

articleStart here
Studying users who switch products? Try jobs to be done ↗
dscout · 2024 · 12 min
How switch interviews and the four forces explain why people leave what they use today for something else.
articleStart here
Fogg behavior model ↗
BJ Fogg · 3 min
Behavior happens when motivation, ability and a prompt meet. The original source, short and clear.

Tools

none yet

Tools for this topic are being researched.