Though we intuitively see middle options as most popular, we can supercharge the effect by actively supporting it with facts
Supercharge your central option by giving it more visual prominence, with greater contrast, imagery and information
Adding in a well-positioned decoy option may be a good way to help people make better decisions
Adding in a centralised default choice can be a good way to reduce cognitive load and increase decision speed
Completing a collection offers us a sense of accomplishment, but its incompleteness activates a need for closure
A subtle and consistent use of well-selected images can have a significant impact on subsequent decisions
A picture is not only worth a thousand words, but can even be more compelling if it highlights the first info the user sees
Doing so will increase perceived value for those who aren't yet members and also forge a VIP status for those already inside
We often make instinctive decisions that aren't in our best interests. Real-time feedback can prevent such impulsive actions.
Lower value products that are used to boost attractiveness of more expensive ones should be placed in the same price boundary
To encourage take-up of higher valued products in your range, place your base price within the same boundary
Though the goal is habit formation, there's untapped joy in the tiniest of steps taken. How can we help celebrate each one?
If we enjoy being reminded of past, positive experiences we've had, how can we spread these out in small drips over time?
Given that our attitude for pre-owned items has changed, how can we better tap into the richness of their past?
Pre-owned items come with a history, making each one unique. How can you celebrate their variability?
Not all aspects of an upcycled or pre-owned item are valued equally. Some require sensitive communication...
We're hardwired to overvalue what we can get right now. Where can you give the gift of immediacy?
Giving and receiving gifts can be a deeply personal experience. How can you surface these connections in your products?
If we're more likely to do the hard stuff by bundling it in alongside rewards, how might we make these commitments public?
Our short-termism often trumps our future aspirations. Where can you remind people now of their goals to offset this?
Sudden, unexpected change can feel difficult to stomach. How can you use 'change exposures' to reduce discomfort?
Because we value certainty, we are motivated by curiosity. Where can you foster a desire to satisfy both needs?
New chapters in our lives mean creating new versions of ourselves. How can you make it easy for people to take the leap?
Unexpected change creates confusion and discomfort. How can you more delicately manage this process?
When making choices, we more easily process visual over text-based information. Where can you provide more helpful imagery?
Even though we know what we like, we also favour some choice variability. How can you satisfy both needs at the same time?
Easy-to-understand straplines or slogans are powerful. But how can you supercharge them with bold imagery?
Without this concise text, you'd likely be overwhelmed. Where can you help people avoid information overload?
Concise product names help us identify what's right for us. But how can we create added meaning through an emotional layer?
Did you know: by reading these words, you're well on the way to understanding this unique Pairing...
Knowing the bigger 'why' helps us do the smaller things. How can you remind users of their goals to keep them focused?
We stick to what we know, even when there are better things available. How can you offset this with a low risk sample?
We hate missing out on what we could have had. How can you reassure people with a dose of future certainty?
Positive memories are rarely experienced in isolation. How might you enrich the past by fostering shared recollection?
What's new feels safer when guided by relative experts. How can you use others' wisdom to get people off on the right foot?
Making a pact is a powerful way of motivating individuals. Where can you provide aspirational, goal-setting for groups?
Providing shareable benefits to a VIP launch group will be valued and acted upon. What can you gift to early adoptors?
Good or bad, we'll more likely recall peak and end exeriences. How can you foster golden moments that beg to be shared?
Drip-feeding information is key for retention and recall. What crucial knowledge can you spread out over time?
We don't process and remember lists of information uniformly. How might you actually use this to your advantage?
We're hardwired to spot what stands out from the crowd. How might your product range make use of this?
Everything loses its shine eventually. But where can you lock in hidden product secrets that keep people guessing?
We adapt to discomfort, so feedback systems need to over-compensate. What risky behaviour should you help people avoid?
Social norms help guide us in times of uncertainty. What well-trodden steps can people take first with you?
The actions of well-informed people offer a compelling path to others. How can you tell their story to inspire action?
We crave belonging and gathering status labels reinforces this. How might you create different ways to ascend in a group?
Off-the-menu, custom or rare, we greatly appreciate gestures that others cannot so easily attain. How might you create this?
Even though we value product customisation, we crave a uniqueness to what we own. How can you make one-offs a reality?
Collections are more valued when some items are hard to get. How can you build this into your community or learning systems?
We're evolutionarily hardwired to avoid change where we can. But how can you give people some reassuring control over it?
Done well, celebrating a group member's achievements can guide others forward. What behaviours do you want to encourage?
Our past efforts can often get the better of us. How might you test out a different direction in a lean way?
We're averse to what we don't know, slowing down progress. How might you avoid this with small info drips spread over time?
Nobody likes hearing bad news, but there's an art to it. What difficult announcements can you consolidate into one package?
A fresh week, month or year offers a convenient opportunity to let go of sunk costs. Where can you use time to get closure?
With loss, perception is everything. As long as we've gained something, we can let go. How can you reframe past efforts?
By broadening our timeframes, any immediate pains felt along the way to mastery will feel much less uncomfortable.
Those who are unfamiliar with what you offer need a little extra help to decide. Where might you provide defaults that guide?
Getting people started is often the hardest thing. What are the barriers to buying your product that you should overcome?
New technologies often come with many benefits, but can be confusing. Metaphors provide a great way to overcome confusion...
Too much choice can overwhelm people, but this is particularly so for new markets or with new technologies.
In times of change, we seek out leaders to help us move forward. How can you create reassuring clarity through your people?
As social creatures, we're greatly reassured by the actions of others. How can you use this to reduce aversion to change?
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