Make value legible
Explain the real benefit, cost, limits, and next step in language people can use.
Behavioral design, with a conscience
Design choices people can trust.
Practical, evidence-led guidance for clearer interfaces, honest conversion, and customer decisions that hold up after the click.
Better
decisions
decisions
Clarity
Agency
Evidence
Relevance
Friction
Respect
Our position
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Persuasion should improve understanding—not borrow conversions from confusion.
Preserve a meaningful no
A decline, correction, or cancellation path should be visible and practical.
Substantiate the signal
Reviews, counts, prices, scarcity, and outcomes need current evidence.
Test understanding
Clicks show behaviour. Research and downstream outcomes reveal whether it was informed.
Keep protective friction
Remove needless effort while retaining review and safeguards for consequential choices.
Review foreseeable harm
Check designs under pressure, on mobile, and with assistive technology before release.
Start here
Browse all 10 launch guides →
Field guides for real product decisions.
Each guide turns behavioural evidence and regulator guidance into a review method, worked example, and release checklist.
Ethical persuasion vs. manipulation: a practical boundary
Persuasion helps someone evaluate a genuine fit. Manipulation changes the decision by concealing, distorting, or pressuring. Use this review before you ship.
Choice architecture without dark patterns
Interfaces inevitably organise choices. This method helps teams do it deliberately, transparently, and with guardrails against foreseeable harm.
Reduce cognitive load without removing essential information
Simplification should remove the effort of operating the interface—not the facts required to understand the offer.
Honest scarcity and urgency: when the message is useful
Scarcity can communicate a real constraint. It becomes a dark pattern when the constraint is invented, materially qualified, or designed to outlive the truth.
Defaults that save effort and preserve user agency
Defaults are useful because people can continue without configuring everything. That same influence requires a clear rationale, easy reversal, and extra care for consequential choices.
Coverage
One focus, four working disciplines.
Free practical tool
Would the choice still work if every tactic were visible?
Run a 12-question review covering clarity, agency, evidence, relevance, friction, and respect. No account, tracking, or saved answers.
Why trust this publication?
Sources first. Boundaries included.
We distinguish evidence from interpretation, link primary or regulator material, show limitations, correct material errors, and disclose how the work is produced.
Read our editorial standards →