The Attract/Converse/Transact (ACT) Model
Attract / converse / transact model (ACT)
The ACT Model is a framework used to design products that intentionally trigger emotional responses and improve how users relate to and experience a product. It includes three stages: Attract – aesthetics, Converse – interaction, and Transact – function.
It focuses on three key stages:
- Attract: Capturing the user's attention and interest.
- Converse: Engaging the user through meaningful interaction.
- Transact: Facilitating the completion of a desired action or goal.
The ACT model is particularly relevant in today's digital landscape, where products must not only function well but also resonate emotionally with users.
Attract
Attract (ACT Model)
Attract refers to how a product catches the user’s attention and creates a strong first impression.
This involves:
- Visual Design: Using aesthetics to draw users in.
- Branding: Communicating the product's identity and values.
- Emotional Appeal: Triggering curiosity or desire.
Techniques for Attraction
- Aesthetics: Use color, typography, and imagery to create a visually appealing interface.
- Consistency: Ensure branding elements are cohesive across all touchpoints.
- Emotional Triggers: Leverage storytelling or unique features to evoke positive emotions.
A smartwatch with a sleek, minimal face and metallic finishes attracts users who value modern tech and style.
Converse
Converse (ACT Model)
How the user interacts with the product and receives feedback.
This involves:
- Usability: Ensuring the product is easy to navigate and understand.
- Feedback: Providing real-time responses to user actions.
- Personalization: Tailoring the experience to individual preferences.
Techniques for Conversation
- Intuitive Navigation: Design clear pathways for users to follow.
- Interactive Elements: Use buttons, sliders, and animations to engage users.
- Contextual Feedback: Offer guidance or confirmation based on user actions.
A touch-sensitive thermostat that lights up and responds with soft clicks and colour changes when adjusted.
Transact
Transact (ACT Model)
How the product performs its function and delivers value.
This includes:
- Efficiency: Minimizing barriers to action.
- Clarity: Clearly communicating the steps required to complete a task.
- Satisfaction: Ensuring the transaction leaves a positive impression.
Techniques for Transaction
- Streamlined Processes: Reduce the number of steps required to complete a task.
- Clear Calls to Action (CTAs): Use concise language and prominent placement to guide users.
- Post-Transaction Feedback: Provide confirmation or rewards to reinforce positive behavior.
A payment app that completes a transaction with one click and sends a confirmation animation builds user confidence and ease.
Why Designers Use the ACT Model
The ACT model helps create products that are:
- Desirable – they look and feel emotionally appealing (Attract)
- Engaging – they interact well with users (Converse)
- Effective – they perform smoothly and meet real needs (Transact)
Choose a product and analyse it using the ACT model:
- Attract – What makes it appealing?
- Converse – How does it interact with you?
- Transact – Does it do what it’s meant to do smoothly?
