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Calls to Action

Use authoritative calls to action to stimulate desired behavior.

e.g. "Employees must wash hands"

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.

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