» Show your audience what to expect when making a choice » Give timely information across the customer journey » Provide a channel for questions when there is high uncertainty

» Show the most relevant choices or information to aid more seamless decision making » For other choices and more detailed information, provide an accessible option to view more

» Ask people to make pledges for a specific action » Make it visible to remind them of this commitment » Get people to share their pledges with friends and family

» Prompt people to commit to making positive long-term decisions when they are in a cold-state (less emotional) » When people are in a hot-state (more emotional), make it easy to avoid bad decisions and opt for something good instead

» Break information or actions with clear headlines into smaller baby steps » Provide positive reinforcement to reward people for every step completed along the way to the next step

» Help people to articulate their intentions » Prompt people to think about when, where and how they will make this into an action » Ask people to write down their plan or share it with a friend

» Ask people to imagine their future self and explore their long-term goals » Make these goals more tangible for people to visualise » Find creative ways to reward people in the present moment at every point of interaction

» Highlight why the information is relevant for people » Include relevant details in the message, such as, personalising their name or situation » Engage your people with compassion to make them feel a little extra special

» Make the preferred option the standard path to follow » Highlight the benefits people may miss out on if they select other options » Explain why many other people opt for this option in a similar situation

» Choose an “authority” that people trust and respect » People may discard information from a formal “authority” they dislike. Peers, colleagues and friends can act as an informal trusted “authority” in many instances

» Use captivating language terms to frame the offering as unique and desirable » Make the positive attributes of the offering salient and memorable » Compare with other choices sharing similar features but worse-off on certain attributes

» Visual - Try visual graphics that get people to rethink decisions » Language - Use words that relate to the desired behaviour » Sound and smell - Prompts that trigger past memories and associations

» Leverage positive attributes of your people or brand to persuade people » Ask people and organisations with a positive reputation in their respective fields to support your offering

» Grab the attention of people with an interaction that stands out » Try something short and snappy, or even make it rhyme to add some chime » Encourage people in groups to compete with other groups for their shared goals

» When more than half the people participate in a behaviour (eg. 80% pay taxes), we can show this norm as a total — 8 out of 10 people pay their taxes » When less than half the people participate (eg. 2% cycle), we show the norm as an absolute number — Join the 2,000 people that cycle everyday

» Make the expected positive behaviour highly visible » Acknowledge positive behaviours through rewards and recognition » Introduce group competitions to encourage participation

» Enable people to feel ownership over the benefits that come with the behaviour » Remind people what they will lose out on if they give it up » Explain why the offering is exclusive or make it personal

» Start with the simplest action someone can take » Encourage people to feel good about contributing positively towards a higher goal » After the simple action, invite people to participate in a bigger step towards this goal

» Show people that there is a visible finish line and give them bonus points for starting » Tailor the experience for the individual » Show people what they will miss out if they drop off

» Demonstrate how your offering will help satisfy the primary goal of the user » For offerings with multiple benefits, split it into smaller parts and give each part a single dedicated benefit

» Pick key moments to surprise and delight people » Identify how to personalise the interaction to make it more engaging » Provide a reason to make the reward feel extra special

» Allow people to create parts of the offering themselves » Instil a feeling of ownership and pride in what people help build to serve themselves » Encourage people to share their ideas and work with others collaboratively for a common goal

» Frame benefits as losses that people will give up » Give people an idea of what it might be like to enjoy the benefits » Show the immediate losses that the individual with incur

» Explore rewarding the process more than the outcomes » Introduce surprise rewards to delight people » Give a small reward when people complete a desired behaviour to turn it into a habit