Consider Habits

I'm going to stop using the word "user" now, because it is not personal enough. Let's call these "users" people, because that's what they are. They're your family, friends, colleagues, acquaintances and strangers. All these people are going about their lives, looking to find solutions to their day to day challenges and tasks.

People form habits, think about the person you sit next to on a bus, they might do that bus journey every day, or twice a day. Think about whether that person might notice a billboard they pass each day, will they notice when it changes to another advertisement? Maybe, but not likely. Visual cues are so saturated that people tend to filter out a lot in order to continue. If you looked at every piece of advertising or messaging on your way somewhere, you might never get there.

This is why if we're designing a solution to help somebody, we need to design an experience which interrupts at just the right moment to hook them pleasantly in.