Coglode Cookbook

We don’t like uncertainty and generally stick to what we know

When we don’t know what to choose, we look for guidance. Defaults offer a great way to navigate the new.

Where can you guide people so that they can take action easily?

Conversion

Guide through the new and unfamiliar with predefined choices

Those who are unfamiliar with what you offer need a little extra help to decide. Where might you provide defaults that guide?

We don’t like uncertainty and generally stick to what we know

When we don’t know what to choose, we look for guidance. Defaults offer a great way to navigate the new.

Where can you guide people so that they can take action easily?

Conversion

Guide through the new and unfamiliar with predefined choices

Those who are unfamiliar with what you offer need a little extra help to decide. Where might you provide defaults that guide?

When we don’t know what to choose, we look for guidance. Defaults offer a great way to navigate the new.

Where can you guide people so that they can take action easily?

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We don’t like uncertainty and generally stick to what we know

Related Pairings

Habit-forming

Help customers save refunds by default

If we're more likely to spend refunds, banks like Monzo can turn a potential impulse purchase into a savings boost!

Refund Effect

Related Pairings

Task Completion

Reduce friction and make the best option effortless

Adding in a centralised default choice can be a good way to reduce cognitive load and increase decision speed

Centre-Stage Effect

Related Pairings

Overcome change aversion with increasing exposure over time

Sudden, unexpected change can feel difficult to stomach. How can you use 'change exposures' to reduce discomfort?

Mere Exposure Effect

Related Pairings

Encourage product migration by creating parallel experiences

Unexpected change creates confusion and discomfort. How can you more delicately manage this process?

Certainty Effect

Related Pairings

Offer a small dose of situational control

We're evolutionarily hardwired to avoid change where we can. But how can you give people some reassuring control over it?

Autonomy Bias

Related Pairings

Conversion

To get them started, begin with a very small task

Getting people started is often the hardest thing. What are the barriers to buying your product that you should overcome?

Foot In The Door

Related Pairings

Learning

Make unfamiliar concepts easy to understand and connect to

New technologies often come with many benefits, but can be confusing. Metaphors provide a great way to overcome confusion...

Metaphorical Shortcut

Related Pairings

Product Development

Reduce unnecessary choice for unfamiliar new concepts

Too much choice can overwhelm people, but this is particularly so for new markets or with new technologies.

Limited Choice

Analysis Paralysis

Related Pairings

Embrace reassuring Authority in difficult times

In times of change, we seek out leaders to help us move forward. How can you create reassuring clarity through your people?

Authority

Related Pairings

Let the actions of others reduce personal fear of the unknown

As social creatures, we're greatly reassured by the actions of others. How can you use this to reduce aversion to change?

Social Proof

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Nuggets paired

We don’t like uncertainty and generally stick to what we know

We don’t like uncertainty and generally stick to what we know