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01 · Consent
Make the kind choice obvious.
People should be able to understand what they are agreeing to before they agree to it.
The idea
A good consent flow gives every meaningful choice equal clarity and equal visual weight.
Consent is not a speed bump to design around. It is a moment of trust. Say what will happen, explain the tradeoff in plain language, and make refusal as easy as acceptance.
Try this
01
Name the consequence next to the choice, not behind a second click.
02
Give “not now” or “no thanks” the same dignity as “continue.”
03
Remember the decision and make it easy to change later.
Field notes
See it in practice
A few places to
start looking.
UK Public service
GOV.UK
A task-first public service that turns complex government processes into clear, navigable steps.
Notice this → Plain language is treated as infrastructure.
S Communication
Signal
Private communication with a small, direct product story: no ads, no trackers, no attention marketplace.
Notice this → The business model is part of the interface.