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The design philosophy of making preferred behaviour the path of least resistance. Rather than asking 'how do we make people comply?' ease-based design asks 'how do we make compliance the natural default?' Achieves higher compliance rates at lower cost.
Organ donation rates: opt-out countries (ease-based) achieve 90%+ donation; opt-in countries (effort-based) achieve 15-30%. Same population, different architecture, vastly different outcomes.
AoE Section 5