Surprise
Experience

Extra-purrestrial exploration

What do you get if you cross a spaceship, a cat, and a set of instructions? A whole lot of unexpected adventure, that's what.

They say a little imagination goes a long way. That's certainly the case with this example of what to do with product packaging that's normally just thrown away.

Online cat supply retailer Catit have cleverly tapped in to what cats do naturally to reimagine what to do with cardboard boxes.

Let's step through what's going on behaviourally...

The Surprise Effect says that we respond well to unexpected acts of kindness. Cats love cardboard boxes as it is, so when cat owners receive their order, they probably expect an everyday cardboard box. But with Catit, you get more than just packaging — your pet gets their very own toy to play with as well.

The Afterlife Effect says that we're more motivated to recycle something when we can see what it'll turn into. And this is a great example. No need to throw out that product packaging just yet. Instead, you can recycle it into an engaging hideaway your cat will love, giving them lasting hours of fun and making you feel good about reducing waste and benefiting the environment at the same time.

Finally, the IKEA Effect, which says that we value something more when we've had a hand in its creation. Aside from the assembly of the rocket ship, where you cut out the dotted lines to create windows, the box encourages you to add some personal flair and show off your DIY skills by decorating and customising it to be a truly one-of-a-kind rocket to take your cat to the stars.

Examples from the wild like this show us that to be effective, behavioural science needn't be as complex or serious as it's sometimes made out to be.

A clear understanding of context, customer and, in this case cat can lead to simple, imaginative solutions that cost a little, delight a lot, and make positive change in the process.

And as well as saving the environment, recruiting a new mob of travelling space cats is just one more thing to add to behavioural science's growing list of achievements.

Considerations for you

This small innovation is a great brand-builder for Catit, positioning it as imaginative, empathetic, caring about sustainability and delighting its customers.

• If you sell an item that comes with lots of redundant packaging, how can you reimagine its use? What secondary use could it have?

• What about at the end of a product's life? What secondary use could it now have? Like the example here, it should tap in to the end customer's behaviours and desires (cats love boxes).

• Finally, it also allows the cat owner to feel good about their purchase by reducing their waste. With your own product, what ways can you solve for different types of outcome (e.g. new toy + packaging sustainability) at the same time?

Surprise
Experience

Extra-purrestrial exploration

What do you get if you cross a spaceship, a cat, and a set of instructions? A whole lot of unexpected adventure, that's what.

They say a little imagination goes a long way. That's certainly the case with this example of what to do with product packaging that's normally just thrown away.

Online cat supply retailer Catit have cleverly tapped in to what cats do naturally to reimagine what to do with cardboard boxes.

Let's step through what's going on behaviourally...

The Surprise Effect says that we respond well to unexpected acts of kindness. Cats love cardboard boxes as it is, so when cat owners receive their order, they probably expect an everyday cardboard box. But with Catit, you get more than just packaging — your pet gets their very own toy to play with as well.

The Afterlife Effect says that we're more motivated to recycle something when we can see what it'll turn into. And this is a great example. No need to throw out that product packaging just yet. Instead, you can recycle it into an engaging hideaway your cat will love, giving them lasting hours of fun and making you feel good about reducing waste and benefiting the environment at the same time.

Finally, the IKEA Effect, which says that we value something more when we've had a hand in its creation. Aside from the assembly of the rocket ship, where you cut out the dotted lines to create windows, the box encourages you to add some personal flair and show off your DIY skills by decorating and customising it to be a truly one-of-a-kind rocket to take your cat to the stars.

Examples from the wild like this show us that to be effective, behavioural science needn't be as complex or serious as it's sometimes made out to be.

A clear understanding of context, customer and, in this case cat can lead to simple, imaginative solutions that cost a little, delight a lot, and make positive change in the process.

And as well as saving the environment, recruiting a new mob of travelling space cats is just one more thing to add to behavioural science's growing list of achievements.

Considerations for you

This small innovation is a great brand-builder for Catit, positioning it as imaginative, empathetic, caring about sustainability and delighting its customers.

• If you sell an item that comes with lots of redundant packaging, how can you reimagine its use? What secondary use could it have?

• What about at the end of a product's life? What secondary use could it now have? Like the example here, it should tap in to the end customer's behaviours and desires (cats love boxes).

• Finally, it also allows the cat owner to feel good about their purchase by reducing their waste. With your own product, what ways can you solve for different types of outcome (e.g. new toy + packaging sustainability) at the same time?

What’s a Rich Text element?

The rich text element allows y

ou to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

Surprise
Experience

Extra-purrestrial exploration

What do you get if you cross a spaceship, a cat, and a set of instructions? A whole lot of unexpected adventure, that's what.

They say a little imagination goes a long way. That's certainly the case with this example of what to do with product packaging that's normally just thrown away.

Online cat supply retailer Catit have cleverly tapped in to what cats do naturally to reimagine what to do with cardboard boxes.

Let's step through what's going on behaviourally...

The Surprise Effect says that we respond well to unexpected acts of kindness. Cats love cardboard boxes as it is, so when cat owners receive their order, they probably expect an everyday cardboard box. But with Catit, you get more than just packaging — your pet gets their very own toy to play with as well.

The Afterlife Effect says that we're more motivated to recycle something when we can see what it'll turn into. And this is a great example. No need to throw out that product packaging just yet. Instead, you can recycle it into an engaging hideaway your cat will love, giving them lasting hours of fun and making you feel good about reducing waste and benefiting the environment at the same time.

Finally, the IKEA Effect, which says that we value something more when we've had a hand in its creation. Aside from the assembly of the rocket ship, where you cut out the dotted lines to create windows, the box encourages you to add some personal flair and show off your DIY skills by decorating and customising it to be a truly one-of-a-kind rocket to take your cat to the stars.

Examples from the wild like this show us that to be effective, behavioural science needn't be as complex or serious as it's sometimes made out to be.

A clear understanding of context, customer and, in this case cat can lead to simple, imaginative solutions that cost a little, delight a lot, and make positive change in the process.

And as well as saving the environment, recruiting a new mob of travelling space cats is just one more thing to add to behavioural science's growing list of achievements.

Considerations for you

This small innovation is a great brand-builder for Catit, positioning it as imaginative, empathetic, caring about sustainability and delighting its customers.

• If you sell an item that comes with lots of redundant packaging, how can you reimagine its use? What secondary use could it have?

• What about at the end of a product's life? What secondary use could it now have? Like the example here, it should tap in to the end customer's behaviours and desires (cats love boxes).

• Finally, it also allows the cat owner to feel good about their purchase by reducing their waste. With your own product, what ways can you solve for different types of outcome (e.g. new toy + packaging sustainability) at the same time?

What’s a Rich Text element?

The rich text element allows y

ou to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

Hungry for more?

Go Wild with the case studies

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Pricing

Using price locks to create reassuring certainty

How supermarket Co-op are highlighting that the cost of your groceries aren't increasing, during a time when everything else appears to be.

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Making statistics hit hard

By making abstract facts more relatable and personal, we create a powerful opportunity to change perceptions and behaviour. This campaign is a great example.

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Avoiding Danger

Wait, and you shall be rewarded

Money and short-term thinking are a match made in hell, leading to spontaneous decisions that can cause great harm. With their Vault, Coinbase have a solution to this problem, slowing down decision-making with a few extra steps...

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Experience

Out of sight, out of mind

Surfacing quantifiable data can be a powerful driver of behaviour, but it can also cause stress, comparison and feelings of inadequacy. Instagram understand this and now offer a way to avoid such discomfort. Just how does it work at a behavioural level?

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Task Completion

To complete the matching pair, helpful feedback you must share

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Donations

Turning a 'should I?' into a 'which one?'

How Tate Modern makes donations quick, easy and of high value with an expertly-designed digital request box

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Environment

Green, clean and designed to be seen

How a small, status-laden addition to the license plates of electric cars will lead to a green revolution in the UK

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Product Development

Bringing self-expression to 3 billion people

Google's "Material You" design framework enables device personalisation at a depth and scale never seen before.

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Product Development

Power is nothing without (a cute, customised) control

XBox Design Lab lets takes your IKEA Effect to the max by giving you the ability to build your own bespoke gamepad for its new console.

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Ghent, wee have a problem...

How a historic Belgian city reduced rates of public urination step by step with a creative use of behavioural science...and a lot of yellow spray paint

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Loyalty

Scarcity well done

Offering a positive, brand-enriching experience that's far-removed from conventional misuse, UK-based Honest Burgers show us how to 'do scarcity' well

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Offboarding

Turning a Bye into a Goodbye

‍How streaming service Spotify have navigated the pain of subscription cancellations by offboarding customers with speed, ease and unexpected delight.

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Branding

From receiving the booze to joining in the cheers

In celebrating that moment when our past losses becomes eventual gains, Budweiser's clever self-expression strategy can't help but bring us closer emotionally during times of physical distance...

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Product Development

Your introduction to Nuggets In The Wild

A new part of Coglode where you can read stories about how combinations of behavioural insights are used to make new and better experiences in the real world.

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Business Models

Using curiosity to redesign travel and bring out our inner explorer

How Dutch firm srprs.me have artfully navigated that difficult balance between too little information and too much…

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Experience

Offsetting painful loss with reassuring certainty

How UK supermarket Tesco provide a little extra information on sold out products to turn the dread of losing out into a reassuring future event we look forward to

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What's Cooking?

Improvement

After ten years, just who is behind Coglode?
After ten years, just who is behind Coglode?
This week
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Feature

Interactive Defaults Tool released
Interactive Defaults Tool released
This week
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Coglode Live

Defaults Live video and deck now available
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This week
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Cure

Cancelling Amazon Prime - An interactive, behavioural remedy
Cancelling Amazon Prime - An interactive, behavioural remedy
This week
Aug 2023

New Nugget In The Wild

How new browser Arc overcomes Status Quo bias with Boosts and Zaps
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This week
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New Cheat Sheet

New "Overcoming Risk Aversion" Cheat Sheet
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This week
Jul 2023

Feature

Cheat Sheets redesigned - Includes Checklists
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This week
Jun 2023

Coglode Live

Self-Expression Live video and deck now available
Self-Expression Live video and deck now available
This week
May 2023

Coglode Live

Self-Expression Live event announced
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This week
Apr 2023

Coglode Live

Feedback Loops video and deck now available
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This week
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Feature

Figma Behavioral Design System released
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This week
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Figma Behavioral Design System sneak-peek
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Coglode Live

Feedback Loops Live event announced
Feedback Loops Live event announced
This week
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Coglode Live

Prospect Theory video and deck now available
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This week
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New Nugget In The Wild

Reframing service fees as benefits
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This week
Mar 2023

Feature

Cookbook for Teams announced
Cookbook for Teams announced
This week
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New Nugget In The Wild

Deliveroo's tipping system, behaviourally deconstructed
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This week
Feb 2023

Improvement

Nuggets In The Wild component redesigned and rebuilt
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This week
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Feature

Completed core of forthcoming Nuggets Library for Figma
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New Nugget In The Wild

Flora case study into overcoming stagnant social proof
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This week
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Coglode Live

Open Access Prospect Theory Event added
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New Nugget In The Wild

Case study that reframes product waste into a playful second life for cats
Case study that reframes product waste into a playful second life for cats
This week
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Improvement

Improved persistent login pane
Improved persistent login pane
This week
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New Pairing

New combo of Nuggets that reinforce the 'best' choice centrally
New combo of Nuggets that reinforce the 'best' choice centrally
This week
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