The Trigger

• Filters as on Snapchat.
• The ability to search for sounds to score your video.
• It provides extensive reasons and prompts.
• Hashtags play a large role as a functional organizing principle. 
• It nudges you and makes it easy to come up with material to post.
• Users are encouraged to engage with other users in two ways: Through "response" videos and through "duets" where a user replicates a video and add themselves alongside.

TikTok has stepped over the point between the familiar self-directed feed and experience based on algorithmic observation and inference. When you open the app, you don't see a feed of your friends, but a page called "For You" - It's an algorithmic feed based on videos you've interacted with or just watched.

It's not full of people you know or things you've explicitly told it you want to see. It is constantly learning from you and builds up a model of what you tend to watch. In short, it is like an Instagram centered entirely around its "Explore" tab.

Reminders give us mental space for more important work. They make sense because we can't remember everything.

They keep our most important priorities top of mind. And studies show how reminders can help us save more money, keep up with medical treatments, and be more charitable.

• We’re bombarded by reminders and notifications every day and this can mess up our focus.
• Reminders cause context switching and distraction. They take our focus away from what we're doing.
• Good reminders lose their influence quickly. The sheer number of them means we’re more likely to miss the ones we do want to pay attention to.

Studies on reinforcement revealed that the best way for us to learn complex behaviors is via continuous reinforcement, in which the desired behavior is rewarded every time it’s performed. Consistency and timing are the keys.

Nonetheless, some argue that intermittent reinforcement is the most efficient way to maintain an already learnt behavior. It consists of giving reinforcement only some of the times that the desired behavior occurs.

• Rewarding the behavior immediately may take time away from the behavior’s continuation.
• It’s cheaper not to reward every instance of a desired behavior.
• By making the rewards unpredictable, you trigger excitement and thus get an increase in response without increasing the amount of reinforcement.
• Since the person is already adapted to not always being rewarded, they take longer to stopping the behavior when reinforcement is removed.

• upholders: disciplined and respond to both internal and external expectations;
• obligers :can’t keep commitments to themselves but respond to expectations from others; 
• questioners: ask why and can keep a habit if they understand the logic reasoning; 
• rebels: hate being told what to do by others, so it has to be something they want to do.

• Many rely on a “streak” feature: they track how many consecutive days you’ve completed the habit;
• Other apps offer accountability features to pressure you into completing your goal; 
• Some apps turn habit formation into a game: The app rewards users who complete their habits with badges and other virtual incentives.

1. The community aligns with their identity.
2. They trust that the community will bring them value.
3. They know how to participate.
4. There is a reward (intrinsic or extrinsic) for their participation.

1. Form the a community’s Identity: Carefully choose 10 potential members who fit the community identity you envision. They’ll set the standard of quality and the tone for everyone else.
2. Earn Trust: The members can’t trust a community that doesn’t yet exist, but they can trust you. Connect with them, bring them value and ask for feedback.
3. Fuel Participation: Start to build trust between the members. Their trust in you will translate to trust in each other, and in the group as a whole.
4. Reward: Ask if the experience was valuable and if members felt rewarded for their participation. This gives them extra validation and lets you know what to fix if you need to retry.
5. Repeat Steps 1-4: Invite new members and give existing members the opportunity to invite someone new. As the base of the group begins to settle it creates a sense of belonging and makes people more likely to invite others who will fit the group.

The ideal solution is to find balance between thinking and doing:

• Extreme thinkers can think about enhancing themselves to become the best at what they already do.
• Extreme doers are advised to do random activities, learning new skills, exposing oneself to unpredictable situations and pushing oneself out of the comfort zone.

• Extreme thinkers don't have behavioral data (experience) to know specifics and to make a good choice; they keep trying different things, but for a short amount of time.
• Extreme doers are stuck in an activity for a long time and lack the analytical skills to use behavioral data towards assessing situations. 

Strong Emotion. Create shareable, viral content that is relatable to the the audience.

Progress. Reward people who always patronize your service or product to make them always go back to you.

Strong Feature Design. Consider the right color for your ads to enhance the sense of excitement of the audience.

Price. Establish a low price or make it look like it is. Have promos or discounts.

Limited Products. There is always a demand for seasonal or limited products.

A handful of studies have been published on the efficacy of mindfulness apps, thanks in part to Headspace, one of the most popular apps in the field. In hopes of getting its app scientifically validated, the organization has partnered on more than 60 studies with 35 academic institutions. In the meantime, in lieu of research proving that apps work, marketers tend to draw misleading, but attractive claims.

Mindfulness disrupts unhelpful habits. If you get distracted easily or have addictions, mindfulness helps curb these habits. But, in contrast, apps become popular and profitable by getting users lightly addicted to repetitive use. So, can an app really treat addiction, or is it inherently part of the problem? As of now, we don’t know the answer to that question.

• Write your design challenge or problem in the center of a blank piece of paper and circle it.
• Add the following five Topic Areas around the central challenge: User needs, Inspiration, Constraints, Commercial drivers, Service design triggers.
• In the Service design triggers Area, Pick 3 triggers from Entertainment, Simplified/light, Adaptable, Economical, Integrated, Durable.
  
• Consolidate what you know about each topic area into 3 triggers each.

• Divide a piece of paper into six sections.
• Dedicate each section to a sketched idea, based on a single trigger from your Better Mind Map