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Using the five whys method: why do people use this app? What emotions are associates? (Eg email associated with fear of missing out) 

Research just enough: stop asking what people want and study what they do, if there’s a discrepancy then there’s an interesting habit to study 
The 5 whys

Action = Motivation + ability + trigger
- always seek to create trigger, then decrease ability (make product simpler and easier to use), then increase motivations

Four heuristic/biases
1. Scarcity heuristic: users view scarce items as more valuable. Wine that cost more (fewer people can buy) are perceived as better quality  
2. Anchoring: anchor one piece of info when making decision. Buying clothes: 2 for 99 but if you buy one it’s cheaper, users associate the loud signs as cheaper
3. Delayed progress: punch cards with punches that are already punched a bit vs blank punch cards (already have made some progress). 
- tap can asks users to save some stories or show progress somehow for new users!!

- the hunt: 
- Different types of rewards
    - Hunt: uncertainty, people love to hunt and get variable reward
    - Tribe: social feedback, want validation from social
    - Self: alignment with internal goals and triggers 
        - Gamification: do people even have an itch? If it helps people get rid of their itch then YES! Does it align with people’s internal triggers? 
        - ***”But you are free to accept or refuse”, freedom to choose makes users more likely to agree. “But you are free” means they’re not forced to do anything. 



Added by Jennifer Shen
Updated a year ago

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