User Experiences


Make Altruistic

Charitable donations connected to the service or product increases loyalty.

Activate Commitments

Having people share or write down their commitments increases accountability.

Foot in the door

Get a small commitment first, than increase the ask.

Point of View

Physically design the way an action is observed to influence perception.

Use Stories

Create easy to remember stories with relatable characters to increase empathy.

Features Over Facts

Prioritize the benefit of a human centered feature over technical facts.

Highlight Key Message

Draw user's attention to important information or actions required of them by making it more visually impactful.


Choose location to influence actions.

Build Anticipation

Users experience more emotions about events if they are in the future (anticipating) than when they are in the past (remembering). 

Make them drool.


Offer a service or part of the service for free to drive up adoption, or encourage specific behavior.

Appeal to Emotions

Induce emotions by images, stories, etc. and associate with actions.

Create a Decoy

Encourage choice by introducing a similar but incompatible option to make another option more desirable.

Structure Choices

Simplify complex choices to a few clear alternatives allows the user to have less "analysis paralysis" or difficulty of choosing from a large list of options.

Frame as Gain

To encourage users to follow through on a task they have not committed to, bestow on them the reward before they complete the task.

Regret Aversion

Stimulate thinking of what could happen if action is not taken.


Mirroring actions and words directly creates confidence in the user that a person or service is accurate.

Calls to Action

Use authoritative calls to action to stimulate desired behavior.


People follow who they perceive as experts. Displaying a credible source of authority will instill confidence in a service or action.

Provide a Reason

If you are to inconvenience a user help them understand how it's to their benefit.

Introduce Breaks

Introduce breaks to reset focus and give more pleasure. The anticipation of a break will make an audience more productive.

End on Positive

Users will remember the end of an experience the most, make it delightful.

Break up pleasure, combine pain

Combine challenging elements together to get over them quickly.

Use Free

Offer a service or part of the service for free to drive up adoption.

Give Exit Options

Give option to go back or return to decrease loss aversion.

Remove Exit Options

Emphasize the necessity of completing an experience by blocking other options.

Expect Errors

Make processes and systems resilient to errors.


Anticipation of reward increases level of dopamine and activates "reward center" to induce craving, making people act to satisfy it.

Habit Cycle

Three step process to form habits. 1) Cue: A moment that prompts an interaction 2) Action: A productive use interaction. 3) Reward: Delightful experience that is desired again.


Interactions which are easy to execute an action immediately.

Check Lists

Encourage users to complete a process by introducing a check list.

Set Default

Set default to encourage a desired behavior. Communicate clearly to the user what action is being taken, and allow for the opportunity for the user to change the default state.

Remove Friction

Make it as straightforward as possible for people to complete an action.

Add Friction

Adding appropriate friction into an experience will make the user slow down and think more about the interaction, as well as value that experience more after it's been completed.


Items or services that are promoted as being scarce will be perceived as more valuable. This references the economic drivers of supply and demand.

Herd Effect

Display the behavior of others to encourage passive decision making.


Comparing individual performance to others is effective in motivating outcomes.


Admit wrong doing of brand or community, and suggest a solution to renew trust with a user.

Emphasize Effort

Emphasize the effort which went or is going into a process to trigger appreciation.


Giving significant, personalized and unexpected presents increases customer satisfaction, and encourages the user to return in kind.

Show progress

Show people they already made progress to motivate them to continue.