FEAST approach to design theory for choice architecture*
| Concept† | Definition | Sentiment for designer | Sentiment for user |
| Fun | Emotionally gratifying to participants. | ‘I enjoy working on this project.’ | ‘I really like this well-crafted offering.’ |
| Easy | Simple action requiring little effort or thinking. | ‘The intended solution is elegant and sublime.’ | ‘This is a “no-brainer” and straightforward for me.’ |
| Attractive | Inherently pleasant appearance. | ‘The intervention looks good with instant appeal.’ | ‘The options are nice to see and appreciated.’ |
| Social | Interactive commitment with other people. | ‘The experience engages real human contact.’ | ‘I felt recognized and welcomed.’ |
| Timely | Engaging at a convenient moment. | ‘The task focuses attention at the right instant.’ | ‘The task was timely rather than distracting.’ |
*Adapted from the Behavioural Insights Team in the UK.
†Concept denotes theory rather than practice of choice architecture.