“When you invent the ship, you also invent the shipwreck" - Paul Virilio Throughout history, innovation came with unintended consequences. When it comes to behavioral design, we can avoid unintended harm by using a new maxim: The Regret Test The Regret Test means asking ourselves, “If people knew everything the product designer knows, would they still do the intended behavior? Are they likely to regret doing this?” If a behavioral design fails the regret test, it should not be built. Getting people to do something you know they’ll later regret isn’t persuasion — it’s coercion. The Regret Test helps designers put the brakes on unethical design practices before they go live. Businesses must listen for consumers who regret using their products… It isn’t just good for business, it’s the right thing to do. …see more