Sometimes people don't change their habits or adopt new systems because the desired behaviour requires too much effort, time, or mental load. By making the desired action the default, simplifying messages and leveraging existing norms, we aim to make it the effortless choice.

Sometimes we design solutions or try to get buy-in but it fails because people lack interest or fail to see the value. By making things attractive, we aim to draw attention to the behaviour and use incentives or rewards effectively.

Oftentimes, people are guided by their peers and what's considered 'normal,' so if a behaviour isn't social, it might have challenges scaling. By showing the desired behaviour is the norm, we can emphasise commitment and community.

Information often arrives at the wrong time (e.g., too early, too late, or when the user is busy), which can cause people to miss key messages. By prompting people when they are most receptive or when a decision is about to be made, we can ensure the information is acted upon.

Our initial "Discovery Phase" involved extensive qualitative and quantitative research, which highlighted areas for improving accessibility for users with diverse needs. To address this, we applied a series of UX Laws and design specifications aligned with WCAG.

Following Jakob's Law, which observes that "users spend most of their time on other sites" and thus "prefer your site to work the same way as all the other sites they already know," we benchmarked other digital products used by our key user segments. This led to the adoption of consistent, high-contrast designs with defaults, which are known to reduce barriers and foster ease of use.

The outcome is a set of best practices that not only enhance UX/UI design but also significantly boost accessibility and inclusivity, resulting in smoother interactions for diverse users.

In the "Solution" phase, our focus was on timing key calls-to-action (CTAs) to align with critical moments in the user journey. The goal was to provide timely nudges without overwhelming the user, ensuring they follow key messages and complete vital steps.

We addressed the common issue of information arriving at the wrong time (too early, too late, or during peak user activity), which often leads to users missing crucial details or steps. By prompting users when they are most receptive or actively making a decision, we increase the likelihood of the information being acted upon.

A key behavioural principle integrated was The Zeigarnik effect. This UX Law states that users are more inclined to remember and finish tasks that have been interrupted or are incomplete. By leveraging this effect, we ensured tasks were flagged and completed in a manner that created a more streamlined experience without causing cognitive overload for users.