Design is the science of changing or influencing behaviour. But changing behaviour always results in friction. And friction makes it less likely that someone will take the desired action.

For example, getting a customer to switch to your product, even if your product is leagues ahead of...

Significant behaviour changes can be the right strategy for a company, but it is vital to know the cost your product will need to offset.

The most innovative companies understand the existing behaviours of their customers and introduce the "minimum viable innovation" that can drive massive ...

• If your company want to do something better but already has competition, your company is likely aiming to be a "market-winning" company. Your critical behaviour change may be getting people to be willing to switch so they can experience your superior solution.
• If your compan...

Evaluate how you could offset the cost of a behaviour change by increasing the incentive to change while reducing the cost to change.

The Fogg Behaviour Change Model states that people have three behavioural drivers that motivate them to action:

• Sensatio...

Highly usable products are typically those that limit behaviour changes to those essential to the differentiated value of the product.

Designers can increase the likelihood of succeeding in critical behaviour change by limiting friction elsewhere in the product experience.