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Active Choosing

We often avoid decisions if we're not required to make them.
Requiring users to make a choice can increase the chance that they'll consider the options more carefully.

New York State Driver's License Form
active choice
United Airlines
united

Consistency & Self-Identity

We like to act in a manner consistent with our identity.
Reminding users of their identity, whether in the past, present, or future, can can increase the likelihood of action.

Wikipedia
consistency

Yale
yale
Betterment
future selves
Runkeeper
runkeeper
Jawbone
skitch

Contextual Alerts

We need context to justify an action.
Providing users with context in an alert will increase the likelihood of action.

Mint
contextual
Rise

enhanced reminders

Booking.com

booking

Galley (meal delivery)

galley

Jawbone

FullSizeRender

United
united

Amazon


Defaults

We're all a little bit lazy.
Providing users with a default can prompt them to stick with your recommended choice and encourages them to act.

Default prepopulation

Facebook
default text
Yelp
yelp default
LinkedIn 

Message automatically populated by LinkedIn chat function


Goal Acceleration

As we get closer to achieving a goal, we invest more in trying to achieve it.
Making users feel like they're far along will encourage them to act.

Bank of America
This is the first page during the mobile check deposit process. The app makes you feel like you've already on the 2nd step... before you've actually done anything.
FullSizeRender


Information Gaps

We don't like gaps between what informations exists and what we know.
Prompting users with the existence of knowledge that they want to know can drive behavior to close the gap.

Facebook
information gap
Mint
information gap mint
AirBnB
Email to prompt users to write a review after their host has reviewed them
airbnb

Loss Aversion

We act to avoid losses more quickly than we act to achieve gains. Framing a gain as a loss can spur action.

Jawbone
loss aversion
Amazon
Delta
delta
Booking.com
Several effects at play here, but the loss aversion frame is strongest
booking4
Uber
Amazon

Precommitments

We like to keep our commitments.
Asking users to make commitments can increase the likelihood of action.

Jawbone
habit
skitch
skitch


Social Norms

We seek cues from others.
Showing users what their peers do can make them more likely to act.

Jawbone

social norm
social norm 2
skitch

Amazon
social norm 4
Headspace
ScreenClip

 

Tripadvisor

Basecamp

basecamo

Geico

geico

Rise
FullSizeRender
Runkeeper

runkeeper v2

 

Expedia

Expedia

 

Opower

social norm 3

Amazon
Amazon
Unknown
blog
Booking.com

booking2

Meetup
event
New York State Taxes
nys