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The truth is that Aha! Moments are rare.
While people do occasionally experience a sudden realisation, where everything appears to click into place, there isn't a secret formula for triggering one every time.
Believe me, I've tried.
I've found that there are just some products which are exceptionally difficult to demonstrate in a single session, let alone ignite into a single moment.
Think about the experience of opening a new bank account. What's the Aha! Moment for a new user?
Getting your card? No. Feeling in control of your finances? Maybe, I guess, but how do you even trigger that emotion? Show them a chart? Boring.
My point is that it's not obvious, certainly to me, and I've worked with a lot of banks.
But what I have found useful, are these three questions:
🎮
1. Can the user try it for themselves?
☂️
2. Why can't they try it in that moment?
💡
3. Is there a clear use case?
These help steer me in the right direction.
You could construct a decision tree, if you like.
Written by Peter Ramsey
