editor’s note: the author, Nir Eyal, is the founder of several start-ups and is an advisor to several companies and incubation centres in the San Francisco Bay area. He focuses on interdisciplinary studies in psychology, technology and business, as well as lecturer at the Graduate School of Stanford University. This article, mainly through the concept of "desire engine" model, details how a designer should design a product registration process. For regular visitors to be your users, the design of the registration process is not taken for granted.
you have to allow users to register on your product before you can change the world, market your company, or have millions of loyal users who must use your product. In any industry, it is important to build an entry for people using products, especially for web and mobile applications. Distractions are everywhere, so it’s not easy to register them as your users.
, but if you do well, the process of user registration can be the first step in training a user’s habits. Those products that need to be used constantly design the triggers, actions, rewards, and user investments in a fixed design pattern called the "desire engine"". It allows designers to efficiently design repetitive behavior. Registration process can also become the first license to start the desire engine.
pull the trigger and trigger the
lets the user register, the first step is to let the user come in. But a successful trigger will not only be a simple entrance, but it could also be the beginning of a new habit for users. Josh Elman, an early product manager who worked at LinkedIn, Facebook, and Twitter, calls this trigger "Inception" (yeah, and inception in inception). "Implantation is the idea of why and when the product will be useful for some people."." When a user triggers an external trigger, he first knows about the product, such as through email invitations, social networking links, paid ads, or a word of mouth marketing recommendation. The messages sent here must be consistent. "People need to talk about your product the same way at any time," Elman said.
, and the question "what is this product for?" should be linked to when the product can be used. In other words, such an implant is associated with your product at some point in your user’s life.
Instagram is very good at embedding when it comes to attracting users. Before registering, Instagram triggered some new users from Facebook, and introduced the product to capture and share important moments of life with better pictures.