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The Buzz Moment

Nothing gives people more confidence to want to achieve something difficult than the experience of success. (read more>>)

What's Your Story?

Possibly the best example I’ve ever seen of a brand telling a story about who they are and what they stand for. (read more>>)

Your Today Product

If someone bought your product or used your service today, what benefit would they actually get today? (read more>>)

An Unfortunate Guarantee

When the framing of a reward makes the product or service on offer sound naff and undesirable. (read more>>)

Wasting People's Time

You are probably aware of what problems in your service are costing you. What might they be costing your customers? (read more>>)

What The System Saw

When the indicators tell you you are doing a great job but there may be a whole layer of other things going on making it hard for customers. (read more>>)

Multiple Channels

The more channels you have available for people to be able to reach you, the more comfortable you make it for them to engage with you. (read more>>)

Falling Satellites

What happens when a satellite the size of a “washing machine” makes it through re-entry and crashes back down to Earth? (read more>>)

Expecting Too Much

How many steps can you reasonably expect your customers to go through in order to buy or use your service? (read more>>)

6g Of Salt

If you have a message that needs attention and is worth sharing, don’t start with a number. (read more>>)

The First Step Is Not The Hardest

We can kid ourselves that we have cracked a new behaviour by the fact we got started, and when we experience some early success. (read more>>)

The Risk of Seagull Poop

For me the greatest risk my bed linen faces when it’s hung outside to dry is not from rain, but from seagull poop. (read more>>)

The Obvious

What in your service would you consider to be the obvious - the stuff you assume customers and employees already know? (read more>>)

Kinds of Help

When used to describe products and services “help” is one of those words that usually suggests a lack of certainty for customers. (read more>>)

4 Simple Tests

What is the simplest version you can come up with to describe what your service offers, or what your product does? (read more>>)

A Sprint For The Princesses

At Disney World Florida there is one experience that always has a 90-120-minute wait regardless of the time of day. (read more>>)

5 Billion Calories

If you want to change behaviour, any information you give has to be as personalised, relevant and easy to conceptualise as possible. (read more>>)

People Who Are Like Us

Humans have an extra-liking for others with whom we share a key common thing; people in a recognisable in-group with us. (read more>>)

"Bamboozle" Situations

Getting bumped back to the start again is frustrating. Especially after you’ve put in time, effort and emotional energy to get to where you are. (read more>>)

Bring It Closer

When there is a significant distance between the action a person takes and the outcome of their behaviour. (read more>>)

The Snooze Game

When we set a number of alarms, knowing we’ll hit the snooze button a couple of times at least. (read more>>)

Probability Language

How we convey to another person the likelihood of something happening. (read more>>)

Buy Now Pay Later

Time doesn’t just alter our experience of events, it also adjusts the value we place on the things we want. (read more>>)

Distorted Time

We don’t think of time in a linear way. And we don’t see time, instead we experience it. (read more>>)

How Do You Feel at 7am?

A great example of working towards a thing you want rather than away from something you don’t. (read more>>)

How Was Your Weekend?

Are you using cup of tea language? And would real people have a conversation like that? (read more>>)

Guarantee What You Don't Control

Let’s switch it up a gear… what about guaranteeing the things you don’t control? (read more>>)

A Guarantee To Try

You can guarantee what you control. And you probably control more than you realise. (read more>>)

1000X

It's never just one X. It's probably a lot of them over a really long time. (read more>>)

'X' is less bad than 'Y'

If you only do something to avoid something worse, you will never intrinsically enjoy it for its own sake. (read more>>)

Certainty Behaviour

Still to be convinced about our desire for certainty? Have you done any of these certainty-seeking things? (read more>>)

Selling Key Moments

The further from today it is, the harder it becomes to sell or the better the benefits have to be. (read more>>)

Catching Accidental Testimonials

Customers tend to write feedback very rationally. Can you instead catch accidental soundbites? (read more>>)

How Do You Choose a Holiday?

How do we make sure the ones we choose will give us the kind of experiences we are hoping for? (read more>>)

Investment or Experience

We have an instinctive preference for things we can have right now over the things we can have in the future. (read more>>)

Tips for Playing Lotto

Do you try to persuasively use odds and chance to get people using your services? We’re pretty rubbish at understanding them. (read more>>)

Reducing The Drop

Are there points in the journey where a lot of people drop out? Can you reduce the drop by even just a couple of percent? (read more>>)

Your Customer Journey

The step-by-step process customers go through whilst buying and using your products or service. (read more>>)

What do you call customers?

Service users, customers, readers, visitors, VIPs, guests? What do you call the people you do your thing for? (read more>>)

Answering the Second Question

Simply telling people about doing 150 minutes of moderate intensity is an example of answering the second question first. (read more>>)

Desirable and Easy

Products and services don't just need to be desirable, they also need to be easy to get. (read more>>)

Emotional Commercials

Humans are emotionally-driven decision makers. And each of these hyper-emotional commercials is a marvel in mini-storytelling. (read more>>)

Nowism

Now that we have smartphones and mobile data we have found a way of entertaining ourselves for even the shortest amount of time. (read more>>)

The Experience Cycle

The experience cycle is based on a tourism and hospitality model and it considers behaviour change through the lens of a series of brilliantly designed experiences. (read more>>)

The 5 Desire Code Themes

Desire Code is a framework, a design approach, that allows us to harness our understanding of behavioural biases into the practical design of services and products. (read more>>)

Designing for want

What makes a product or service more desirable for customers? What do people instinctively prefer and desire? This is the Desire Code. (read more>>)

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