The Desire code blog

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A Guarantee To Try

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


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>>)


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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