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.
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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