For the TradeYa example, let’s begin with the first level of user engagement — the Suspect. What if I were to walk outside of my house and begin screaming at the top of my lungs, “Stop spending money. Use TradeYa!” For the neighbors who hear me, this action would trigger their first impression of TradeYa as a product. A new neighbor across the street — one who doesn’t know me — might either ignore me or call the police. However, my friendly next-door neighbor might overhear these words and want to learn more. Figure 9-8. User’s Process cell in the TradeYa Funnel Matrix Consequently, for the Suspect’s user process, you must think, “What are my initial touch points with potential customers?” The phrase “touch point” is business jargon for however you first “touch” or engage with your customer. A Suspect might discover TradeYa on social media. Or, instead of discovering a product through a neighbor’s yells, maybe he sees a friend’s tweet or Facebook post with a shared TradeYa link: “Check out this surfboard that I’m trading!” Suspects also might discover TradeYa or a TradeYa item listing through an organic search. Ultimately, what should go in this column cell is what your team thinks are the most likely ways users will initially discover the product. These “ways” are your sales channels and tactics for acquiring customers. Discover, explore, and experiment with all of them. Desired Action The Desired Action for the Funnel Matrix (see Figure 9-9) is what you hope users do in response to the “process” they just experienced. It is the action that