Scenario One

I am about to present you with the first scenario which uses The Hooked Model as a core principle to tap into the human behaviour and an attempt to increase user engagement within the product/service.

You are about to get a glimpse of Chris Tyson’s life. Chris is a 27 year old ambitious young man who is currently working as the Head of Communications at JC PR Agency. The storyboard below will show you Chris’ usual morning routine before he heads to work. Chris is an extreme coffee lover and is a frequent customer at Jade’s Cafe. This is what he goes through before work every morning!

Now that you have seen Chris’ perspective and what he goes through at Jade’s Cafe every morning, let’s take a look at what is happening behind the scenes and how Jade’s Cafe is using The Hooked Model to engage it’s customers.

In the previous blog entry, you learnt a little about Fogg’s Behaviour Model. Some of the key elements of this model includes motivation and ability. Motivation defines a desire to take action, whereas ability refers to the ease of access to a product/service.

In the case of the loyalty card system, it lacks the ability element. Using Chris’ scenario as an example, he is motivated to use the loyalty card, but sometimes forgets to pull it out of his wallet in order to get a stamp. This method lacks ease of access.

Jade’s Cafe is aware of this pain point and has decided to do something about it.

In the next blog post, I will walk you through Jade’s Cafe’s solution to this problem.