It is useful to consider behavioural insights if you intend your content to encourage a particular behaviour in users.

The field of behavioural insights draws on research into the social, cognitive and emotional behaviour of individuals and institutions. It uses subtle triggers to ‘nudge’ people into a desired behaviour or action. 

The EAST framework

You can use the ‘EAST’ framework to think about how to use behavioural insights in your content development. The framework states that, if you want to encourage a behaviour, make it:

  • easy
  • attractive
  • social
  • timely.

First, think about exactly what you want people to do after reading the content. Consider the situation, the users and their likely behaviour.

Based on this initial analysis, think about:

  • making it easy
    • simplify messages, bring key messages to the beginning, use simple language and be specific about what is required
    • make the desired action the default – for example, by asking users to opt out rather than opt in
    • make it easy for users to act – for example, by reducing the number of steps they must take to achieve their goal
    • break down a complex goal or task into simpler actions
  • making it attractive
    • attract attention – use images or colour to encourage users to focus on particular points
    • make the content personal to the user – give examples that are relevant to them
  • making it social
    • show that most people behave in the desired way
    • encourage people to make a commitment to others – for example, by mentioning relevant networks that provide support
  • making it timely
    • think about when the content is likely to be read, and prompt users when they are likely to be most receptive
    • make users aware of any deadlines or time limits.

Also see Understanding your users.