>> Select cards to uncover relevant "pathways" to flip your challenges into opportunities
A-Side Cards. Supposedly irrelevant factors
Personalise
Desire
Appeal
Simplify
Go-to option
Fluency
B-Side Cards. Social context a.k.a. milieu
Convert
Convince
Prompt
Pledge
Norms
Influence
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Your Pathways for behaviour change

Fluency

Remove the little speed bumps

C1

Uncertainty aversion

We favour choices that we know over vague and uncertain choices.

» 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

C7

Present bias

We prefer smaller rewards in the present over larger rewards in the future.

» 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

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