Status quo bias

Forcing your users to think about what to do should be reserved for cases where their input is important and will shape their outcomes; don’t force your users to expend energy because the product is confusing.

Whatever the user is currently doing — that’s the main behavioral competition for the product.

Problems with cues The user forgets to act or has limited attention.

Our intuitive reactions, knowledge about the costs and benefits of an action, and our sense of self-efficacy are all guided by the associations and information we’ve built up over time.

Determine its impact:

Pull Future Motivations into the Present

the future action is closed off, instead of threatening a punishment.

For existing products, where are people dropping off? At which stage are they stopping?