Design with the

mind in mind.
We are on a mission to make behavioral design more accessible
and actionable to enrich your life and help you design better
experiences, communications, and interventions.

make it make it make it make it make it

easy
Decrease the real or
perceived cost and the
cognitive or physical effort
required to encourage a
behaviour.
attractive
Highlight the benefits of
taking action and present
choices, goals and
experiences as familiar,
relevant, likeable and
appealing.
obvious rewarding timely
Draw attention and Reinforce actions with Leverage the moment when
encourage action with incentives, tangible rewards the behaviour is more likely
emotionally striking, and satisfying experiences. to happen.
distinctive, and vivid cues,
features, goals and/or the
consequences of (in)action.

make it make it make it make it make it

empowering
Increase the sense of
autonomy, control and
choice over people's goals
and course of action.
achievable
Leverage people’s need for
completeness, and provide
a sense of accomplishment,
progress, and competence.
social
Leverage what others think,
do, or say; as well as the
social context and our needs
to belong, feel special, and
elevate our status.
meaningful
Leverage people’s beliefs,
need for order and context,
and connect behaviours to
higher values.
valued
Leverage and/or increase
people's real or perceived
sense of ownership of
behaviours, goals, outcomes
and experiences.

make it make it make it make it make it

aversive
Leverage people's aversion
to risks, losses and negative
consequences.
scarce
Increase the perceived
desirability and value of
items, experiences, goals
and actions by introducing
constraints.
intriguing
Pique and sustain one's
curiosity with unfamiliar,
novel, or unknown
information and outcomes.
unexpected
Create a sense of surprise
by providing sudden and
unexpected information
and outcomes.
immersive
Engage people with multi-
sensory stimulation, strategic
and creative challenges,
and/or transport them to
alternate real or magical
worlds.

The Make It Toolkit by Massimo Ingegno - licensed under the Creative Commons
Attribution-NonCommercial- NoDerivative (CC BY-NC-ND)International License. www.makeit.tools