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Meaningful choices often tap into people’s core values and priorities. As product designers, you can help people think about what really matters to them and draw connections between their values and behavior change. Because not everyone has reflected deeply on what matters to them, you also may need to draw that out with thoughtful questions, prompts, or activities.

A technique that product managers sometimes use to understand what features are really crucial is known as question laddering. The idea is that rather than just accepting a certain feature is needed, the product manager asks, “Why is it needed?” They keep asking “why” until there is no further way to break down the answer. This allows them to figure out the true underlying purpose of the requested feature, so they can think creatively about the right way to achieve it, rather than thoughtlessly implementing only what was requested.

You can use the same question laddering technique to help your users think about why their goals are important to them. Users’ first answers to a question about their goals may be very tactical. It’s not useful for you to hear that they’re using a weight loss app in order to lose weight. What you really care about is why they want to lose weight. Is it to boost self-esteem? Gain energy for keeping up with rambunctious toddlers? Stave off a health crisis?

The conversation about what really matters to your users might look something like what Noom does to help new users establish their goals, in Figure 3.5.

FIGURE 3.5 After Noom users describe their goal, the app asks them to dig deeper until they’ve gotten to the root reasons why that goal matters to them.