"What's in It for Me?" is the factor that a customer looks for before making a purchase decision. The usability factor can be rational or emotion – but customer has to see it. The need is obvious, but the question is how do we do it. The answer lies in understanding BJ Fogg's behavior model. In a nutshell, three factors have to come together for users to show any desired behavior: motivation to do something, ability to do it and a well-placed trigger that offers them the moment of converting potential into kinetic interaction.