» 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

» Start with the simplest action someone can do » Make your audience feel good about contributing positively towards a higher goal » After the simple action, invite your audience to participate in a bigger step towards this goal

» Start with the simplest action someone can do » Make your audience feel good about contributing positively towards a higher goal » After the simple action, invite your audience to participate in a bigger step towards this goal

» 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 feedback for each step along the way

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

» Get people to imagine their future self and explore their long-term goals » Make these goals more tangible for people to see » Show what your future self might miss out on

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

» Create an easy to follow path for the go-to option » Highlight the benefits you may lose by selecting other options » Show options other people opt for in a similar situation

» Get audience to feel ownership over the benefits that come with the action » Remind them what they will lose out on if they give it up » Demonstrate how they are part of something exclusive

» Use language to frame the offering as unique and desirable » Get people to focus on positive attributes of the offering » Add a ‘decoy’ choice with similar features but worse-off on some attribute

» 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

» Pick key moments to surprise and delight audiences » Identify how to personalise the interaction with audiences » Provide a reason to make the reward feel extra special

» Grab the attention of your audience with an interaction that stands out » Try something short and snappy or even make it rhyme » Get people to compete as a group for a common goal

» 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

» Choose an ‘authority’ that your audience trusts » People may discard information from a formal ‘authority’ they dislike. Peers, colleagues and friends can act as an informal authority in this case.

» Motivate 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

» 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

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

» Enable your audience to create parts of the offering themselves » Instil a feeling of ownership and pride in what they help build » Encourage your audience to share their work with others

» Frame benefits as losses that people will give up » Give people a sense of what it will be like to have the benefits » Show the immediate losses that the individual with incur

» Consider rewards beyond gifts » Think about the surprise and delight experiences you can create for your audience » Give reward when they complete a desired action to make the behaviour a habit