The way I like to think through that, is with this framework that you see here.
So first we ask, how do we get the customer's attention?
How do they even know we exist?
How do we break through the noise floor?
Then, we look at what's interesting about our proposition.
What problem that we know that they have, be that a job that they do,
a desire, a habit.
What is it that we engage them with, what interests them.
And if we want them to do anything of any real material importance,
there's some emotional resonance to what we're offering them, and
there's a desire that they have that's propelling them to action.
Here, we're looking at, what is the absolute minimum set of actions
required for the customer to get to the next step with us?
And that's something we want to be especially thoughtful about,
as we design systems.
Then, we look at how does the customer get onboarded.
How do we make them a regular, habitual user of our product, and
how do we know if that's working?
And then finally, we kind of look at everything beyond that and
the customer's recurring use of our product with retention.
And how do we deepen their involvement with our product,
and how do we get them talking positively about it to others?
Now again, even if your software isn't directly touching the customer.
These things are almost certainly going to have major implications for it, and
it's important for you to be at least generally aware of how they work.
Here is a storyboard for AIDAOR, the framework we just looked at,
and United Children's Theater.
In the attention step here, mom A talks with mom B,
who has her child in a program at United Children's Theater.
And they talk about how the mommy's son doesn't want to do soccer, so
maybe children's theory would be a good fit.
Mom B follows up with mom A through an email, and a link to
some information about United Children's Theater, that engages her interest.
Mom A doesn't want her son, Carlos, in trouble or
idling around the house, so she had this real desire to get him out and
get him associated with good, thoughtful kids in some constructive activity.