Ever wondered why you sometimes act on a notification instantly but ignore another completely? Or why signing up for a service feels effortless on one website but like a chore on another? There’s a science behind these everyday decisions, and Stephen Wendel’s CREATE Action Funnel explains it brilliantly.
Let’s dive into it, not like a boring textbook, but as a story. Imagine you’re designing an app—maybe it’s a habit tracker to help people drink more water. You want users to log their water intake daily. Simple, right? But reality hits: people sign up and then... nothing. They forget, ignore reminders, or just don’t feel like using it. What’s going wrong?
That’s where the CREATE Action Funnel helps. It breaks down how people go from noticing something to actually doing it. Each step in this funnel reveals why users drop off and how you can fix it.
The Six Stages of the CREATE Action Funnel (Told Through Your App)
1. CUE - Getting Their Attention
The first problem? People need a cue, a trigger that reminds them to log their water intake. Maybe you send a push notification: "Time for a hydration break! 💧" Sounds good, but what if they have notifications off? What if they’re too busy? If they don’t see the cue, they won’t act.
Fix: Make cues obvious and useful. Maybe add a widget on their home screen or integrate reminders into their morning routine.
2. REACTION - Does It Click?
Your notification pops up. Now what? The user sees it, but do they actually care? Their reaction matters. If your cue feels spammy or irrelevant ("Log your water now!"), they’ll swipe it away. But if it sparks curiosity or urgency ("Did you know dehydration can zap your energy? Stay ahead! 💡"), they’re more likely to engage.
Fix: Make it personal, helpful, and friendly. A robotic command won’t work.
3. EVALUATION - Is It Worth Their Time?
Even if the user reacts positively, they’ll still evaluate: "Is this worth my effort?" If logging water takes five taps, they’ll think: "Ugh, not now." If the benefit isn’t clear, they’ll ignore it.
Fix: Make logging effortless—one tap, done. Show benefits too: "You’ve hit 80% of your hydration goal! Great job!"
4. ABILITY - Can They Do It?
Imagine your app has a complex sign-in process. Users need to enter a PIN, solve a CAPTCHA, and confirm via email. By the time they log in, their thirst is long forgotten.
Fix: Keep it simple. If users can’t do something easily, they won’t do it at all. Remove unnecessary steps.
5. TIMING - Right Moment, Right Context
Picture this: Your user is in a meeting, sees your notification, and thinks, "I’ll log it later." But later never comes. The timing wasn’t right.
Fix: Find the right moment. Maybe a gentle evening recap ("How was your water intake today?") or an integration with their smartwatch reminding them when they actually need a drink.
6. EXECUTION - The Final Step
Everything looks good. The user is ready. But then—boom! Your app crashes. Or the "Log Water" button is tiny and hard to tap. Even at the last moment, friction kills action.
Fix: Test your experience. Remove last-minute hurdles. A smooth execution means happy users.
The Takeaway: Design for Action, Not Just Intention
Your app wasn’t failing because people didn’t want to track their water intake. They just got lost somewhere in the CREATE funnel.
By addressing each step, you turn good intentions into real actions. Whether you're building apps, crafting marketing campaigns, or just nudging yourself to build better habits, understanding why people act (or don’t) is a game-changer.
So next time you wonder, "Why aren’t people doing the thing I want them to?", walk through the CREATE funnel. The answer is probably in there. 😉
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