Behavioral product strategist and gamification designer. This is my public hypertext notebook, sharing my thinking in motion at various stages of development.


Expectancy Value Theory

Products are fundamentally voluntary, and Expectancy Value Theory gives us a way to understand which goals people will pursue and what makes them more likely to be successful. This theory is one of the most straightforward ways to Make an experience the user wants.

Translated into app terms: * The user believes that they are capable of performing actions within the app
* The user believes that their actions in the app lead to goal achievement * The user believes that the app will help them achieve a goal that they actually have

Citation Eccles, J. (1983). Expectancies, values, and academic behaviors. In J. T. Spence (Ed.), Achievement and achievement motives: Psychological and sociological approaches (pp. 75-146). San Francisco, CA: W. H. Freeman.

See the Wikipedia page for a quick overview: