A lot of attention in behavior design is directed towards key behaviors, the things a user can do that lead them to achieve value for themselves and the company. I haven't seen as much on gateway behaviors, which I believe are just as important if not moreso to design for.
From what I can tell, gateway behaviors are crucial to long-term user behavior change. If you can develop functionality that someone can use often, and then based on their inputs, take them to areas where they'll do key behaviors, you can form much more reliable user retention.
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The trick is not to over-optimize the design for gateway behaviors at the cost of key behaviors. GW behaviors should be looked at instead as a way to increase the frequency of normally infrequent key behaviors. If the GW doesn't link up to the key effectively, it's wasted effort.
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Does anyone know about related research or thinking that has already been done about gateway behaviors, specifically (but not necessarily) in the context of product design?
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