Make Altruistic

Charitable donations connected to the service or product increases loyalty.

e.g. "Buy one give one" promotions. Proceeds from purchasing a product are donated to a good cause.

Activate Commitments

Having people share or write down their commitments increases accountability.


    No tags found

Foot in the door

Get a small commitment first, than increase the ask.

e.g. People are much more willing to put a large sign (drive carefully) in their yard, after they have already put a small banner in their window.

Point of View

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

e.g. A video shown from the point of view of a lion hunting vs the prey changes the

    No tags found

Use Stories

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

e.g. Politicians share stories how policies help or hurt constituents to communicate their objectives.

Features Over Facts

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

e.g. Communicate the size of print possible from a camera image in addition to listing megapixels.

Highlight Key Message

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

e.g. Users are more likely to read a statement if the typography is bold or outlined.


Choose location to influence actions.

e.g. Grocery stores place popular items at eye level.

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.

e.g. A countdown timer for a product release.


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

e.g. Take a survey and get a feature or service for free.

Appeal to Emotions

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

e.g. Anti-Tobacco campaigns are successful by provoking a sense of disgust.

Create a Decoy

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

e.g. The second cheapest and expensive bottles of wine on a menu are the most popular.

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.

e.g. Customers in a restaurant that have 3 items on the menu feel more confident and happier about their decision than those that have 10+.

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.

e.g. Pre-approving someone for a loan before a more thorough due diligence is completed.

Regret Aversion

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

e.g. "Click it, or ticket" safe driving campaign presents a driver with the undesired consequence of driving without a seatbelt. Effective solution to get drivers to buckle up.


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

e.g. A waiter repeating an order to a guest.

Calls to Action

Use authoritative calls to action to stimulate desired behavior.

e.g. "Employees must wash hands"


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

e.g. When selling a service or product, promote notable individuals or companies who are satisfied.

Provide a Reason

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

e.g. Advertising the benefits of updating to a newer operating system offsets the inconvenience of the time spent doing it.

Introduce Breaks

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

e.g. A workshop should provide moments where participants can fulfill their personal needs in order to be most effective.

End on Positive

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

e.g. A band's encore performance often are one of their most popular songs.

Break up pleasure, combine pain

Combine challenging elements together to get over them quickly.

e.g. Combine most painful elements of bandage changing.

Use Free

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

e.g. Free delivery

Give Exit Options

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

e.g. 14 day return policies in stores

Remove Exit Options

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

e.g. A video game that locks the doors during a boss battle.

Expect Errors

Make processes and systems resilient to errors.

e.g. ATMs have the user remove their debit card before cash is dispensed to prevent them from forgetting their card.


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

e.g. Enter email address to enter sweepstakes give away.

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.

e.g. P&G managed to introduce Feebreze to a great success only after they followed this formula. Cue -bad odor; action - spray Febreeze; reward - fresh aroma (it was added deliberately to form a reward - initially Febreeze was sent-free)


Interactions which are easy to execute an action immediately.

e.g. "Donate Now" link in an email

Check Lists

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

e.g. Airline pilots pre-flight checklist ensures a standard of safety for passengers.

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.

e.g. Opt in vs opt out checkboxes

Remove Friction

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

e.g. Populating a text field with user information from a social media sign in.

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.

e.g. Make a user enter their password before completing a financial transaction.


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

e.g. One ticket remaining.

Herd Effect

Display the behavior of others to encourage passive decision making.

e.g. People like you who purchased "x" also got "y".


Comparing individual performance to others is effective in motivating outcomes.

e.g. Game leaderboards


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

e.g. Domino's pizza turnaround.

Emphasize Effort

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

e.g. Travel reservation website that searches a variety of other sites demonstrates to the user how much effort is being done on their behalf.


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.

e.g. Combine most painful elements of bandage changing.