Mentor UX Model
Grow faster by increasing retention and reducing churn
using 4 element Mentor UX Model
Mentor Behaviour Model states that every interaction with every element of your product has to lead a customer to the point of success by motivating, guiding and reducing friction.
Interaction is a process of communication between a user and an element in which every action with an element provides feedback. It’s the reaction to the user’s action. For example, a change in a button style when we click it or appearance of error or success message when we fill out some field of a form. Ideally, users should be able to interact with every element.
Interaction is essential as it turns every action to a micro-moment of micro-achievement or micro-fail. It also changes the size of failure without changing the size of achievement.
If we failed, for instance, to write a password according to that website rules and know about it immediately, we failed that one field. On the other hand, If we failed to write a password according to that website rules but received a reaction (an error message) only after submitting the form, we failed the whole form. Even if don’t need to start it from scratch and only required to write a new password. We failed the whole form. It feels like a bigger failure.
If we succeeded, if we wrote a proper password and received a success message, it’s a reward. It’s a small reward, but it feels good. Even without noticing it, we know we’re doing alright. On the other hand, if we didn’t receive a success message right after writing a password, but only after submitting a form, we received the same small reward. Micro-moment of a micro-achievement. Just one. Instead of 4 or 5.
It’s important to provide a customer with as many "rewards" as possible, so once something goes wrong, once a user fails a task (and it will happen of course) that moment will be an exception in the user’s eyes. And will be treated as a learning process and not a big deal. Because she is usually pretty successful with the product and knows how to work with it. Shit happens, it’s alright.
On the other hand, if a user doesn’t get any (or not enough) rewards, when she fails a task, it feels like "I have no idea how to work this product, it’s too hard for me, I’ll better find another app that I could work with".
The same amount of errors, but different amount of success moments (micro-achievements) changes dramatically how users feel about the product.
The reward itself isn't important. There is no need in huge "congrats" popups, balloons and champagne. It's enough to show a green "checked" sign or success message, change a bit your app copy so it will be more pro-user. It's enough to notice that a user did something right.
Motivation is the key to any meaningful interaction. If a user is not motivated, not interested, don’t know why she should do something, she will not.
People usually are not getting excited about filling in forms. We don’t care about your security requirements, marketing needs and technical aspects of providing a software as a service. We care about getting stuff done with minimum efforts. Filling a form is an effort. Choosing a password is an effort. Writing down an email is an effort. Every task is a barrier that stands between a user and the result that user is aiming for. As a user, I have to have enough motivation to complete a task. In other words, know and remember why I need to carry out that task.
Everything affects user motivation. Starting from showing benefits, showing previous investments, reminding him why he or she decided to take this action, and of course, showing how many other people successfully finished the task and how happy they are now. Previous success plays a huge role in motivating a user to keep using the product and take action.
If we don’t know exactly what we supposed to do and how it causes confusion. As humans, we tend to avoid any pain. So if we confused and we don’t absolutely have to complete that task now, we won’t. That simple.
We need a very good understanding of where we should start, what to do next and where is the finish line. We need guidance; we need rules. Otherwise, the easiest task seems too hard to accomplish.
Guidance may come in form of titles and messages, navigation and form placeholders, tooltips and elements positioning. The goal is to make a task and next action as clear as possible.
A lot of things may cause friction, but it always comes in one of three forms: distraction, confusion or stress.
Examples of friction-causing elements include dissonant colours, too much text, distracting website navigation menus, overwhelming the landing page with additional calls-to-action, landing page forms with too many fields.
We have to reduce friction, as much as possible to help a user to complete a task. Friction cannot be a good thing. If we want a user to notice the importance of action he about to perform, we absolutely have to make it as clear as possible. The notification itself isn't a friction, as the goal is to understand the importance.
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