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Break up pleasure, combine pain

Combine challenging elements together to get over them quickly.

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

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.

Calls to Action

Use authoritative calls to action to stimulate desired behavior.

e.g. "Employees must wash hands"

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.

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.

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.

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.


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.

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.

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.

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.

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

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+.


Interactions which are easy to execute an action immediately.

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