Important for this playbook

The Relate behavior strategy connects behaviors to individual values and concerns, making them personally relevant. This strategy is particularly relevant when users need to see how a product or service aligns with their personal beliefs, preferences, or aspirations. Designers should look to the Relate category of persuasive patterns in situations where establishing a personal connection with users is essential for motivating desired actions.

Theoretical backgrounds within psychology, such as self-determination theory and motivational psychology, support the effectiveness of Relate patterns by emphasizing the importance of intrinsic motivation and personal relevance in driving behavior change. By incorporating Relate strategies, designers can create experiences that resonate with users on a personal level, increasing engagement and driving meaningful behavior change.

These behavior change strategies are part of the Persuasive Patterns printed card deck.

The Persuasive Patterns Card Deck is a collection of 60 design patterns driven by psychology, presented in a manner easily referenced and used as a brainstorming tool.

Get your deck!
IKEA Effect illustration

Cognitive Bias

IKEA Effect

We place a disproportionately high value on products we helped create

Liking Bias illustration

Psychological Effect

Liking Bias

We prefer to say yes to the requests of someone we know and like

Negativity Bias illustration

Cognitive Bias

Negativity Bias

We recall unpleasant events better than positive ones

Noble Edge Effect illustration

Psychological Effect

Noble Edge Effect

Products of socially responsible companies are seen as superior

Nostalgia Effect illustration

Psychological Effect

Nostalgia Effect

Reminiscing about the past makes us downplay costs

Positive Mimicry illustration

Persuasive Technique

Positive Mimicry

We learn by comparing our behavior with the actions of others

Role Playing illustration

Persuasive Technique

Role Playing

People act according to their persona

Self-Expression illustration

Persuasive Technique


We seek opportunities to express our personality, feelings, or ideas

Social Proof illustration

Cognitive Bias

Social Proof

We assume the actions of others in new or unfamiliar situations

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