Not a subscriber? 

Join 8,000+ marketers getting smarter in under 5 minutes a week.

Unlock the mysteries of marketing psychology for freeπŸ‘‡ 

An introduction to the C.H.O.I.C.E. Model

minute read

George Box, statistician

"All models are wrong, some are useful."

The idea of behavioral science models is not new. After the book Nudge: Improving Decisions About Health, Wealth, and Happiness was released, designers and marketers began applying behavioral science and psychology, but often without a systematic approach. 

That's why I've created the C.H.O.I.C.E. model.

It's a bespoke framework created to apply psychology and behavioral science to the customer experience. After over a decade of designing digital and physical experiences for brands like AT&T, Adidas, and McDonald's across four continents, I've battle-tested a systematic approach to applying these principles. 

The Elements of C.H.O.I.C.E.

Best in-class experience should include each one of the elements below. One might be weighted more heavily than another, depending on the brand and its touchpoints. But a leading experience implements each of these elements in some way. They are: 

  • Clear: Is your experience salient and simple for people to understand?
  • Holistic: Does your "big picture" experience set up individual interactions to succeed?
  • Open: Does your experience make it clear what's happening now, why, and what's to come?
  • Individual: Does your experience use relevant data to personalize?
  • Contextual: Does the context of your experience subtly guide customer choice?
  • Emotional: Do customers have positive emotions and memories associated with your experience?
The CHOICE model for experience design

C.H.O.I.C.E. lays out the components of effective, behavioral science-driven experiences. You can use this model to: 

  1. Structure your thinking: Are you being asked to create a new customer experience? There's no need to start from scratch. Use C.H.O.I.C.E. to help you understand what elements to consider, which questions to ask, and how to apply specific principles to create an effective experience. 
  2. Analyze your journey to find areas for improvement: C.H.O.I.C.E. can be used as a scorecard for continuous improvement, to pinpoint problems when an experience is broken, or as an additional section on a customer journey map. Ask yourself, is our experience delivering on each of these elements?
  3. Defend strategic and design decisions to clients: You can also use C.H.O.I.C.E. for supplemental strategic support to defend UX and design decisions. For example, a pitch for a new app may have been built with best-practice, but not driven by a behavioral science strategy. This model can help you support best-practice design principles with scientific reasoning, to create a stronger overall idea. 

How does Behavioral Science Map onto C.H.O.I.C.E.?

Each element of choice has a few behavioral science principles that map neatly onto it (and of course are not limited to the list you see here): 

Created by the author, copyright Choice Hacking Ltd

πŸš€ Unlock the psychological secrets of the

world's best marketing

Join 8k+ of world's best marketers from brands like Disney, Coca-Cola, Google who are learning marketing psychology in <5 mins a week.

To learn more about the C.H.O.I.C.E. model:

You can read more about the behavioral science principles behind choice in my book (and audiobook) Choice Hacking: How to use psychology and behavioral science to create an experience that sings.

Click here to download the first chapter for free.


πŸš€ Join 8k+ subscribers who learn marketing psychology in

<5 mins a week with the free Choice Hacking newsletter

 Lastest Articles 

Make your business irresistible.

Hello! I'm Jen Clinehens,

Marketing CX Strategist & 

Founder of Choice Hacking

>> Read more about me on LinkedIn

Let's grow your businesses with salient, simple, and soulful experiences.


Customer Experience Audit

Part expert review, part strategic audit, part user research, and part diagnostic, I will record a 20-minute video of your experience and share my initial recommendations.

Learn more >>


Self-Directed Courses

Looking to increase sales, loyalty, or engagement with science, not (expensive) guesswork? Our courses can help.

Learn more >>


Training & Workshops

Let's get your team on the same page, supercharging their pitches, projects, and management with behavioral science and AI. 

Learn more >>