One of the most powerful tools in product design is behavioral science. It helps us understand how people make decisions and take action—or why they don’t. A great framework for applying behavioral science to software products is Steve Wendel’s CREATE Action Funnel, which breaks down user behavior into six key steps: Cue, Reaction, Evaluation, Ability Check, Time Pressure, and Experience.

If you want to design products that drive action, learning how to apply this funnel can help. Let’s explore how it works with fresh examples in 2025.

The CREATE Action Funnel

Here’s a breakdown of the framework and how it applies to real-world digital products today:

  1. Cue – What triggers the user to consider taking action?
  2. Reaction – What is their instinctive first response to the trigger?
  3. Evaluation – What rational cost-benefit analysis do they conduct?
  4. Ability Check – Can they actually complete the action at this moment?
  5. Time Pressure – Do they feel a sense of urgency?
  6. Experience – What is their emotional takeaway after completing (or failing to complete) the action?

Now let’s look at two product experiences—one where the funnel led to success and another where it broke down.

Successful Example: Duolingo’s Daily Streak

Cue:

I receive a push notification from Duolingo: "You're so close to a 30-day streak! Don't stop now!"

Reaction:

"Oh wow, I don’t want to break my streak!"

Evaluation:

"It’s just one quick lesson, and I’ve already invested so much time. Plus, I’m actually improving my Spanish."

Ability Check:

"I have my phone with me, and I can spare five minutes."

Time Pressure:

"I need to do it before midnight or I’ll lose my streak."

Experience:

"Nice! I kept my streak, and that felt rewarding. I’ll do it again tomorrow."

What Happened?
Duolingo masterfully drives daily engagement by combining streak-based motivation, push notifications, and an effortless way to complete the action. The CREATE framework explains why it works: They nail the cue (push notifications), drive an emotional reaction (loss aversion), make it easy to evaluate the benefits, and add just the right amount of time pressure.

Unsuccessful Example: Threads App Re-Engagement

Cue:

I receive an email from Threads: "Come see what your friends are talking about!"

Reaction:

"Hmm, do I really care what’s happening on Threads?"

Evaluation:

"I haven’t really found it that engaging, and my friends still seem more active on Twitter."

Ability Check:

"I can open the app, but is it worth my time?"

Time Pressure:

"No urgency here—I can check anytime."

Experience:

"Opened the app, saw a few random posts, closed it again. Not convinced to keep coming back."

What Happened?
Threads’ attempt to re-engage users fails at the Evaluation step. The content isn’t compelling enough to justify the time spent, and there’s no strong urgency or reward for engaging. A stronger hook—like personalized trending content or limited-time discussions—could improve the experience.

Key Takeaways for Product Designers

  1. Make the cue compelling. Your trigger should be hard to ignore (but not annoying). Personalized push notifications, habit loops, and external reminders can help.
  2. Understand the gut reaction. Users often make decisions emotionally before rationalizing them.
  3. Minimize friction in the evaluation phase. Make benefits obvious and reduce effort.
  4. Ensure ability aligns with intent. If users can’t take action immediately, they might never come back.
  5. Create urgency when it makes sense. But don’t force it—fake urgency can backfire.
  6. Design for long-term experience. The better the initial experience, the more likely users will come back.

Closing Thoughts

Behavioral science is a game-changer in product design, and the CREATE funnel is a practical tool for analyzing and optimizing user behavior. If you’re a product manager, designer, or growth marketer, try mapping out your own product’s user journeys with CREATE. Share your findings, experiment with tweaks, and keep learning in public—because the best products are built through curiosity, iteration, and community insights.

What’s a product you’ve seen succeed (or fail) through behavioral design? Drop a comment and let’s discuss!