Simplification

The more steps there are to do something, the more mental and physical energy it takes to do it, making it less likely that someone will do it. Make behaviors as easy to do as possible by simplifying steps and removing hassles.

On the other hand, if you want to discourage a behavior, add additional steps and hassles to make it harder to do. (This is called adding sludge.)

Applications

• Encourage: Consider changing the ways you deliver services so they are easier for clients to access, using more approachable language and targeted visuals to make information clearer, or modifying products so they can be used less frequently.

• Discourage: Consider ways to make things more painful to do, such as adding a waiting time before a person can purchase something or making staff justify their actions in writing.