Don Norman’s Action Cycle is a well-known psychological model used to explain how people interact with products, services, and systems. It is a cognitive model which explains the way people make decisions and take actions when they encounter something they want to use. The Action Cycle has been used in user experience design, product design, and software design for decades. In this article, we will discuss the Action Cycle in detail and explain how it can be used in the design of products, services, and systems.
What is the Action Cycle?
The Action Cycle, developed by Don Norman in the early 1990s, is a cognitive model that explains the steps people take when they encounter a product, service, or system. The Action Cycle is made up of six steps: Orientation, Exploration, Interaction, Evaluation, Integration, and Reflection. Each step of the Action Cycle is driven by a person’s goals and motivations.
Orientation
The first step in the Action Cycle is Orientation. This is when a person first encounters a product, service, or system and begins to form an understanding of its purpose and function. During this stage, the person will assess the product, service, or system and decide if it is something they want to use. If so, the person will move on to the next step in the Action Cycle.
Exploration
Once the person has decided to use the product, service, or system, they will enter the Exploration stage. During this stage, they will begin to explore the product, service, or system and learn more about its features and functions. This is the stage where the person begins to form an understanding of how the product, service, or system works and how it can be used to meet their goals and needs.
Interaction
The next step in the Action Cycle is Interaction. During this stage, the person will begin to interact with the product, service, or system. They will explore its features and functions, experiment with different ways of using it, and begin to understand its capabilities. This is the stage where the person begins to understand how the product, service, or system works and how it can be used to meet their needs and goals.
Evaluation
Once the person has explored and interacted with the product, service, or system, they will enter the Evaluation stage. During this stage, the person will evaluate their experience and decide if it meets their needs and goals. If it does not meet their needs and goals, then the person will likely abandon the product, service, or system and look for something else. If it does meet their needs and goals, then the person will move on to the next step in the Action Cycle.
Integration
The next step in the Action Cycle is Integration. During this stage, the person will begin to integrate the product, service, or system into their life. They will learn how to use it effectively, form habits around it, and begin to rely on it to meet their needs and goals. This is the stage where the person begins to fully understand and appreciate the product, service, or system.
Reflection
The final step in the Action Cycle is Reflection. During this stage, the person will reflect on their experience and consider how the product, service, or system has impacted their life. They may consider how it has changed their behavior and routine, or how it has improved their life in some way. This is the stage where the person begins to recognize the value of the product, service, or system and gain a deeper understanding of its purpose and function.