1. Research through Design Model
(Zimmerman-Eckles, 2007)
Target Population Process-Rationale: Invention Relevance Extensibility
Inspired mostly by current
I have I chose to work ๏ We are
state of the art M&S mobile
We aspire
categorised my with Fogg site and with a mind to ease
addressing the
users in 3 main framework
of use I emphasised on
shopping lists and the 3 meaning of lists that the
point "click" to purchase.
types and in the first place outcome of
followed the 1. Includes all ๏ Shopping lists are usual
Behavioural types of users,
lists with weekly shopping
the user can ๏ We are this project
introducing an will
Chain for web 2. Focuses on
• Select to drop in the
basket before he/ she innovative
services
user • Commits the purchase. mental model in
methodology
engagement, I am leveraging users mental model the market.
๏ Set the bar
by (Fogg,
Eckles, 2007):
by adding Recipe lists to my design
solution. Simpler for the to the UX
3. Utilises a
๏ Recipe lists, are those lists user to community
1. New Users pattern well
๏ with all selected ingredients
cognitively think
used and for that particular recipe
only. The user first can: of one desire: and
๏ 2. Superficial
succeeded • Search for the type of
involvement • "what to cook
online, food they want to cook
and then
tonight?", rather
๏ Become the
๏ 3. Loyal Users
4. Circulates user • Select the ingredients
that it consists of (may
than: example for
I am designing involvement
a workaround
be added manually or
even be recommended • "what do I need other
from loyal to to them).
solution that to cook that dish eGrocery
New User • Contribute Value by
tonight?"
would include creating content for
mobile sites
the site
all above types 5. Supports user The above statement however is a speculation, we
& apps.
would need to conduct user testing to test the
hypothesis. We are yet to fathom its extensibility as
• Share lists with their
of users growth friends and family
a sheer recommendation system to simplify the
currently designed mental model.
2. The Behaviour Chain for Online Participation:
How Successful Web Services Structure
Persuasion (Fogg-Eckles, 2007)
New Users Undecided Users Loyal Users
202 B.J. Fogg and D. Eckles
Phase 2- Superficial
Phase 3- True Commitment
Phase 1- Discovery Involvement
Create value and Content
Learn about the Service Decide to Try
We suggest that loyal users be
We propose creating awareness
Allow for playful provided with the possibility to
about the mobile site through exploration on products,
offers and services create value by adding content
friends who are current loyal users, before user decides to
(lists, recipes, upload images of
create an account.
thus creating a “viral” element.
cooked food or user products) and
Fogg supports that a lot
being able to re-use it or share it
of successful web sites
Visit Site “Encourage users to get friends, family or community.
started using the service
Credibility of community before having to make a Stay Active and Loyal
commitment to it.”
recommendation is of equal Another future suggestion to
importance. So, we are proposing Get started consider would be a Loyalty
that they be invited via email by Passbook app exclusively for loyal
• On registration provide
loyal members friends name under a simple form (v.s. members.
Gathering user
sender. information early on),
A proposed guideline here Involve others
• Give clear upfront
Fig. 1. The Behavior Chain for Online Participation. The Behavior Chain is found across many would be let value be created from information and Above all, involving other users
successful Web services. It consists of three Phases, each with multiple Target Behaviors.
When users reach the True Commitment Target Behaviors – specifically Create value and
existing users who are in phase 3 of and getting reward for their actions
content and Involve others – they contribute to the service's ability to influence new users to
follow the behavior chain. (We acknowledge help from Mike Krieger and Jyotika Prasad in
• Allow them to see other
creating the early versions of this diagram). the behaviour chain. friends using it (i.e. Via is highly suggested.
facebook, twitter etc.)