Any unnecessary effort, ambiguity or delay between a person and the action they’re trying to take.

The option that applies when someone makes no active choice. Defaults are powerful because most people accept them.

A small change to the choice environment that makes a desired behaviour easier, without removing options.

The deliberate design of the moments where people decide — sequence, defaults, framing and friction.

Identifying the real drivers and barriers behind a behaviour, before designing any intervention.