Behavioural Insights in Action

Reducing sludge in
apps

Published 2022
Behavioural Insights in Action

Reducing sludge in apps

Published 2022

This guide was created by the NSW Behavioural Insights Unit, with assistance from the
Behavioural Insights Team, the Reading Writing Hotline and NSW Government partners.

If you have comments, questions, or feedback on the guides get in touch with us at
sludge@customerservice.nsw.gov.au
Contents

Reducing sludge in apps 4

Where to begin 5

Quick reference guide 6

1. Onboarding and update 10

2. User experience design & navigation 16

3. Language and content 25

4. Digital Systems 29

Endnotes 35
Reducing sludge
in apps
Apps are a unique channel for interaction with our customers. When we
ask our customers to download and use an app, we are asking for more
engagement and effort than reading an email or a web page. Apps raise
expectations.

Customers use our apps to find information, access Though you may have limited control over what you
licenses, make queries, payments, and more. Our can directly change about the deeper architecture
apps need to meet our customers’ expectations of your app, you can use the following strategies to
and make their lives easier. Read this guide to get guide conversations with app developers.
information on how to reduce sludge in your apps and
make your customers’ experience a smooth one.
This guide is mostly about written and visual content
and is intended to be accessible and usable for public
servants without technical training.

Do you really need an app?

Getting customers to download an app is very Existing government websites which are
challenging. New apps need to compete in an optimised for use on handheld devices can
already overcrowded market, with between 2 and support many of the same functionalities as
3 million apps currently available for download apps and reach individuals who are resistant
on popular app stores.1 This means that making to downloading new apps. Mobile-optimised
customers aware that your app exists can be websites are also more agile. They can be easily
hard. adapted to emerging technologies and future
needs, and can collect more detailed anonymous
Once your customer has downloaded the app,
data about customer interaction.
keeping them engaged is equally, if not more,
challenging. A recent study of app retention So, consider: is an app is really the most suitable
found that 49% of app users abandon an app channel? Is an app the best use of resources?
after just one day.2 In addition, apps can be The Queensland Government has developed a
relatively expensive to maintain and update. Channel Management Strategy to help agencies
consider the suitability of different channels for
the delivery of customer services. Reviewing your
website is often a good place to start!

Reducing sludge in apps 4

Where to begin

There are four key elements to think

about when identifying and reducing
sludge in apps.

1. Onboarding and uptake 2. User experience design

• Do customers know that the app exists and where and navigation
to find it?
• Can customers easily download the app? • Do customers have control of their navigation
through the app?
• Is the onboarding process easy to understand and
complete? • Can the customer easily find the information they
need?
• Is it easy for customers to sign-in to the app and
reset their password? • Are visual elements used to simplify
communications and signpost important actions?
• Have you highlighted how many other customers
are using the app?

3. Language and content 4. Digital systems

• Is terminology used consistently throughout the • Is technical support provided?
app? • Can customers provide feedback to inform app
• Is the language easy to understand and written improvements?
with an active tone? • Is customer engagement and drop-off monitored?
• Are languages other than English offered?
• Is the text personalised to the customer?
• Is unfamiliar jargon removed or succinctly
defined?

Reducing sludge in apps 5

Reducing sludge
in apps
Quick reference
guide

Can customers easily locate, download and setup

your app?
Ensure the app is easy to find and download, and make
1. Onboarding and the setup process as simple as possible
• Think through the customer journey to download the app and
uptake make sure it is signposted when the customer needs it.
• Ensure the app appears at the top of searches by using common
key words
• Make sign-up is as easy as possible (by telling the customer
what information they need upfront, and chunking information
requirements).
• Harness defaults by pre-populating fields from other associated
apps/accounts
• Enable automatic sign-in
• Ensure it is easy for users to reset their password

Do customers know the benefits of the app?

Encourage customers to download the app by highlighting
benefits and uptake
• Use salient descriptions on the App store and other material
publicising the app to highlight purpose and benefits
• Highlight positive social norms to drive uptake
• Use feedback mechanisms and testimonials to leverage social
proof

Reducing sludge in apps 6

 Can customers easily navigate their way through
the app?
Guide your customer through the app in a logical way.
2. User experience • Clearly indicate which elements are actionable and keep the cues
consistent E.g. round buttons or underlined text
design and • Back and forward buttons

navigation • Keep in mind differences between operating systems and the

effect they have on where users will expect to find particular
information
• Place buttons where they are easy to access and in commonly
used places. E.g. top left for ‘back’ buttons on iOS.

Do customers find it easy to read the app?

Simplify the presentation of information in your app to
make it easy to comprehend.
• Use white space to increase comprehension and avoid visual
clutter.
• Breaking up sections of text into shorter, digestible “chunks”.
• Using headings that are short, descriptive, and relevant to the
reader

Does the app use clear and consistent visual

design?
Use consistent visual elements
• Placing the most important information at the top of a list
• Using symbolic icons to reinforce the meaning conveyed by the
text
• Using colour to make the most important information stand out

Does the app meet accessibility standards?

Make the app accessible to the widest possible audience
• Follow the mobile content accessibility guidelines
• Some examples from guidelines:
• Make interface elements (things people click on) big enough for
people to tap accurately
• Enable zoom functionality

Can customers personalise the app to better suit

their preferences?
Apply defaults to personalise the user experience and
prompt follow-through
• Present recent searches and common actions as the default
option, but allow these to be personalised by users
• Use push notifications as timely reminders to encourage follow-
through at times when customers need it most
• Where possible default push notifications ‘on’

Reducing sludge in apps 7

 Can customers easily understand the written
content in the app?
Use plain English, first person subheadings and pop-up
definitions to make it easier for customers.
3. Language and • Replace jargon and legal terms with easy-to-understand
content alternatives
• Use pop-up definitions for complex terms and be consistent
• Use first-person questions to break up chunks of information

Does the app use dynamic homescreens and

reminders to support customers?
Use dynamic homescreens to push information to
customers which reflects where they are in their journey,
4. Digital systems use reminders to support follow through.
• Use dynamic homescreens aligned to the customers journey –
making different information prominent at different stages of the
customer journey.
• Use simple, timely reminders to help customers take action.

Is the app widely available and usable on all

major platforms?
Make the app available and accessible to the widest range
of customers
• Make the app free by default
• Make the app available and accessible for iOS and Android users
• Ensure updating and loading the app is as quick and easy as
possible

Are customers able to provide feedback online?

Support customers and provide opportunities to report
technical and user issues
• Provide technical support information within the app
• Make it easy for users to report issues/bugs within the app and fix
them quickly
• Regularly review customer engagement and feedback

Reducing sludge in apps 8

 Key consideration
Have you identified the behaviours you are trying to
encourage?
Consider how your customers need to interact For example, if your customer is going to be using
with the app to complete important actions or the app to plan transport routes while on the
tasks. Think about the kinds of behaviours the move, think through how the features and design
app deals with, and what your customer is trying of the app make it easier for them to do this.
to achieve by using the app.
Starting with a customer-centred approach will
make sure the completed app best meets their
needs.

Reducing sludge in apps 9

1. Onboarding and uptake
In this section

Ensure the app is very easy to find and download and make the setup process
as simple as possible
Use ‘social proof’ to encourage uptake

Reducing sludge in apps 10

 1. Onboarding and uptake

Ensure the app is very easy

to find and download and
make the setup process as
simple as possible
Example

Document Scan: Scanner App

Productivity

Install

5 Ratings Age Category Developer Language Size

4.5 3+ Productivity ABCD Developer EN 60 Mb

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Your customer won’t invest a lot of time in finding, downloading and setting
up a new app. This means the set-up process must be as simple as possible
for them or they won’t continue with the process.

Reducing sludge in apps 11

 1. Onboarding and uptake

How do I do this?
Signpost the app when your customer Optimise the visibility and prominence
needs it most. of your app to make it appear at the
Example
top of search results.
In 2020, there were approximately 218 billion app
downloads globally, up from 140 billion in 2016.3 For
your app to cut through, your customer must be able
to find your app easily and quickly.
You can do this by improving your App Store
Optimisation (ASO) through techniques such as
choosing accurate keywords, writing detailed
descriptions, using recognisable logos in your
advertising and optimising URLs and titles. These
Think about why your customer needs the app and techniques increase the salience of your app in app
advertise it them at the moment they need it. For store search engine results which increases the
example, if you are developing a wayfinding app likelihood that your customers will engage with your
advertise it in public transport hubs. app.
You can also reduce customer need to browse app
stores by providing direct links for customers to
the relevant app store page on relevant sites. For
example, if you have a page on your website which
asks customers to download your app, or references
your app, include a link to the app download page.

Tell customers what information they

need upfront and how long it will take
to get started.
Example

Welcome

Name…

Email…

Sign Up

Sign up may take upto 2 mins

The onboarding process for a government app is

likely to require the input of personal information. To
reduce drop-off rates, clearly communicate at the
beginning: 1) what information the customer needs to
get started and 2) an estimate of how long it is likely
to take to complete.

Reducing sludge in apps 12

 1. Onboarding and uptake

Harness defaults by pre-populating Enable automatic sign-in.

fields from other associated apps/ Example
accounts. Accounts > Sign-in options
Next

Example Show account details such as my email address on

the sign- in screen of the app Off
Personal Details

Stevan

Stevan Lee 222 Chapel Street

Automatically save my restartable apps and restart
Chrome Autofill Preferences then when I sign back in On

222 Chapel Street

Melbourne

3182

Once a user has entered the required information

once, provide the option to enable automatic (or
single-step) sign-in when returning to the app. This
Each additional piece of information that a customer reduces cognitive load as the user does not have
has to enter in a process adds a friction point in their to remember their login details and increases the
user journey.4 We can reduce frictions in the process likelihood that they will return to use the app again
for customers by automatically filling information because the process is easier for them.
fields using information we already have about our
customers. Filling this information in by default
reduces the hassle for your customers.

Ensure it is easy for users to reset

their password.
Example

Reset password Reset your password

To confirm that stevan@sludge.com.au is your Strong passward include numbers, letters and
account, answer the following security punctuation marks.
question.
Enter new password
Forgot your answer? Receive verification code

What’s the model of your first car?

Confirm new passward

Next Cancel
Reset

Forgotten passwords is a very common customer

issue. If there’s no easy way to reset a forgotten
password, an app will often become obsolete to the
user. This can be mitigated by ensuring a hassle-free
‘forgot password’ system (such as sending a direct
link via email) is enabled and easy to find on the
sign-in page.

Reducing sludge in apps 13

 1. Onboarding and uptake

Use ‘social proof’ to

encourage uptake
Example

“Great App, Love it, Easy to use”

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“So convenient to use”

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Social proof is the psychological phenomenon describing how people often

copy the actions of others when they’re uncertain of which behaviour to
perform.5 For apps, customers are often drawn to those with the highest
number of downloads and ratings.

Reducing sludge in apps 14

 1. Onboarding and uptake

How do I do this?
Leverage positive social norms to
drive uptake.
Example

75% of the NSW adult

population have downloaded
the Service NSW app.

Consider communicating descriptive social norms

(true statements that show a large proportion of
a target group are doing a desired behaviour) in
communications about the app.
For example, this technique was applied in a press
release about the Service NSW app by highlighting
that “approximately 75% of the NSW adult
population” have downloaded the Service NSW app.6
This ‘social norms statement’ makes the private
act of using the Service NSW app more public;
encouraging non-users to try the app that so many
others are. You can also encourage customers to
leave ratings on the most common app platforms
(e.g. Apple’s App store and Google Play).

Reducing sludge in apps 15

2. User experience
design and navigation
In this section

Guide your customer through the app

Organise your app to make it easy to comprehend key information
Use visual elements consistently
Apply defaults to personalise the user experience and promt follow through

Reducing sludge in apps 16

 2. User experience design and navigation

Guide your customer

through the app

Example

If a customer can’t easily find the specific information they need, then they
will likely exit the app. It’s important to make your app easy to navigate.

Reducing sludge in apps 17

 2. User experience design and navigation

How do I do this?
Group relevant content into relatable Clearly indicate which elements
sections or segments that your are actionable and keep the cues
customers will identify with. consistent.
Example Example
Choose one

I am an employee I am an employer

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For example, the Service NSW app places popular Make it easy for customers to understand exactly
services at the top of their landing page. You can which elements signal actions that are required. This
also answer a call-to-action such as ‘Find the can be done by using consistent visual signposting.
information most relevant to you’ with sub-options For example, “make a booking” could be placed
that map onto potential customer identities and inside a red button box (which links to the booking
segments, such as ‘I am an employee’ or ‘I am an page) to differentiate it from other descriptive text
employer’. on the page.

Use forward and backward buttons

and place them where they are easy
to access.
Example Back

Fishing Licence
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Fishing Licence
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Fishing Licence
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Give customers navigation control by allowing them

to progress forwards and backwards easily through
the app. Place functional forwards, backwards and
menu buttons in easily accessible regions or allow
customers to progress by swiping right or left on
their touchscreen.

Reducing sludge in apps 18

 2. User experience design and navigation

Organise your app to make

it easy to comprehend key
information

Example

Consumers reading on a screen perform more poorly in comprehension tasks.

7
This means it is critical to design your app to make comprehension and use
as simple as possible.

Reducing sludge in apps 19

 2. User experience design and navigation

How do I do this?
Use white space to increase Break up sections of text into shorter,
comprehension and avoid visual digestible “chunks”.
clutter. Example

Example

Research on how people learn new information finds

that chunking information can make perception,
Too much content will overwhelm the reader and
learning, and cognition easier.11 This is particularly
make it difficult for them to identify the most
important for apps, as customers are often searching
important information amongst the noise.8 Consider
for specific information within a relatively small
how you can use white space to declutter your app
visual field. Paragraphs on apps should be shorter
(remember: white space doesn’t necessarily need to
than on websites and paper.
be white, for example if the background of the app is
a colour!). A few rules-of-thumb to keep in mind: 9 Chunking text in this manner also makes it easier for
• The more white space around an element the more customers to zoom in on a phone and comprehend
the eye is drawn to it the message if they are having trouble reading the
text. Larger blocks of text can be more challenging
• The amount of white space on a page should be to zoom in on and keep your place.
balanced across the page
• Things that are related should be visually grouped
together, and things that are unrelated should Use headings that are short,
be far apart from each other (proximity design descriptive, and relevant to the
principle) 10
• Text should be aligned to the left so readers can
reader.
more easily keep track of where they are up to
• Consistent measurements should be used for
margins

Short Heading

This makes it easy for customers to understand

where they are and to find exactly where they want
to go next. A good app heading will describe who
the information is for and what can be found on that
page or in that paragraph. For example, ‘required
documents’ can be more descriptive if changed to
‘documents you need to renew your license’.

Reducing sludge in apps 20

 2. User experience design and navigation

Use visual elements

consistently

Example

Visually appealing apps make use of accent colours and other visual
elements. Digital stimuli designed in this way are perceived by users as more
usable and trustworthy and also increase user retention.

Reducing sludge in apps 21

 2. User experience design and navigation

How do I do this?
Place the most important information Use symbolic icons to reinforce the
at the top of a list, and in the middle of meaning conveyed by the text.
the screen. 12 Example Back

Fishing Licence
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The most important Lodge Complaint

information should appear
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– or at the top of a list

– with each following item
– less important than the previous. Customer Support
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Icons are a great way to quickly convey meaning and

Our attention naturally gravitates toward the top help users find the information they’re looking for
of a page or lists, and to the middle of screens. with a quick scan of the page. You should use icons
Draw on this tendency by placing the most critical consistently and sparingly, so customers don’t need
information at the top and in the middle of each to keep track of and remember too many symbols.
page. Lists of information should start at the top For instance, the NSW Government Tripview app
left of the screen. On a home screen, where there uses consistent symbolic icons to signal different
are buttons, you should put the largest, prominent information relevant to different transport types
button in the middle. such as bus, ferry, light rail and train.13
Choose icons that are well recognised and commonly
used to represent the term you are conveying, and
Use colour to make the most pair them with short written explanations. In one
important information more salient.15 UK study, pairing icons with short explanations
of key terms increased customer understanding
Example of contractual terms and privacy policies by 34%
relative to text-only definitions.14

Make your app accessible to

the widest possible audience.
Using colour will make the page more visually Follow mobile-specific accessibility
appealing and attract readers to specific content.16 A guidelines, for example see: https://www.
recent study found that using a colour which stands w3.org/TR/mobile-accessibility-mapping/
out helped to attract users’ attention to important Two of the most important guidelines to
links and increased users’ sense of control when follow are:
using a mobile search directory. 17
1. Make interface elements (things people
However, make sure you use colour sparingly, as click on) big enough for people to easily
any more than 3 or 4 colour tones will overwhelm tap accurately
readers with visual stimuli.18 In addition, use 2. Enable zoom functionality
contrasting colours for text (e.g. light letters on a
dark background) to improve accessibility for people
with visual impairments.19 For guidance on which
colours to choose, consult the NSW Government
colour palette guide.

Reducing sludge in apps 22

 2. User experience design and navigation

Apply defaults to
personalise the user
experience and prompt
follow-through
Example

Hello Stella June 8

Our top picks for you

Given customers’ limited time and attention when using apps, you should
design your app to save them time and personalise their experience.

Reducing sludge in apps 23

 2. User experience design and navigation

How do I do this?
Present recent searches and common Personalise the app experience.
actions as default options, but allow Example
these to be personalised by users.
Hello Stella

Example Knowledge base

Behavioural insights in acti

Checking an application status

3 processes

Conducting a phone interview Use customers’ key information, such as their name,
6 processes
to attract attention and encourage engagement,
and their location to structure key searches and
Showing customers
NSW G recent
| Asearches
li i and
| Th common
k
filter information (for example, identifying childcare
actions first structures the choices users see so centres nearest to where they live).
they’re not overwhelmed. These defaults also save
your customers time by having their most likely
options readily available to them. For example,
the NextThere transport app presents recent and
common searches to save customers’ time.20

Use push notifications as timely

reminders to encourage follow-
through.
Push notifications can be used to encourage
customers to re-engage with apps, particularly at
key moments - such as appointment reminders for
deadlines for submitting applications or payments.
You should also consider the best timing for these
notifications.For example, avoid times that may Need inspiration? Look at
trigger negative responses (such as early morning or examples of successful
weekends). For some apps, you may need to consider
customers’ routines and when they would most Government apps
likely complete the action in the message prompts The NSW government has developed a
(for example, parenting apps may provide push number of successful mobile phone apps. For
notifications at key milestones in the child’s life). instance, the NSW TripView and NSW Fuel
You can also allow customers to customise their Check apps are regularly used by a large
notification preferences. They should be able number of customers, and receive high app
to select preferences around the number of store approval ratings. Consider whether
notifications they receive, the frequency they receive relevant components, designs or features
them, and what content they are notified about. from other successful government apps could
This customisation can help customers receive the be applied to the app you are designing.
information they need when they need it.

Reducing sludge in apps 24

 Start

3. Language and content

In this section

Simplify language and sentence structures to make your app content

easy to understand

Reducing sludge in apps 25

 3. Language and content

Simplify language and

sentence structures to
make your app content easy
to understand

40% of Australian’s have low

literacy skills.
Writing content for this group improves
comprehension for all other groups too.
There’s no downside.

Why is writing in plain language so important?

Plain language is important because we want to By simplifying your language choices, you are
communicate to all our customers, including those making your website more accessible for more of
with lower literacy skills. your customers.
Evidence from the Australian Bureau of Statistics We should not think of these things as deficits
and the Programme for the International but as factors to plan for. Ask yourself: given our
Assessment of Adult Competencies (PIAAC) shows audience, what do we need to do for them?
that over 40% of Australians, more than 7 million
Remember – there’s no downside to making your
people, have literacy skills below Level 3. 21
websites as easy to use, as readable, and as simple
Level 3 is needed to read everyday texts. This as possible.
means that many of your customers will find it
difficult to read and comprehend text on your
website.

Reducing sludge in apps 26

 3. Language and content

How do I do this?
Replace jargon and legal terms with Aim to use the simplest terms
easy-to-understand alternatives. possible to help users quickly and
Example
easily comprehend the app with a
quick skim.
Example

Applicants can utilise the Once you have applied, you

customer assistance channel check where your application
to enquire about the status of is up to with this link.
Customers use our apps to find information, What is Sludge in apps?
their ongoing application. access licenses, make queries, payments, and Apps are a unique channel for interaction
more. Our apps need to meet our customers’ with our customers. When we ask our
expectations and make their lives easier. customers to download and use an app,
Read this guide to get information on how to we are asking for more engagement and
reduce sludge in your apps and make your effort than reading an email or a web page.
customers’ experience a smooth one. Apps raise expectations.

Make your language as simple as possible. Users

will rarely read through all the text on a screen,
instead, they quickly scan to search for information
which seems personally relevant. Using jargon and For example, the NSW Behavioural Insights Unit and
legal terms make it difficult to scan and digest app the NSW Department of Communities and Justice
content. developed the Avow app22 for people who have an
Apprehended Domestic Violence Order (ADVO).
The app helps users find their ADVO and court
information directly from their mobile phone and
uses plain English to make it easier to understand
and comply with ADVO conditions and prepare for
court.

Use pop-up definitions for complex Use first-person questions to break

terms and be consistent. up chunks of information.
Example Example
Appeal:
An application to a higher court to
review a decision of a lower court
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or tribunal. For example, an appeal
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from a decision of a Federal Circuit
et quasi architecto beatae vitae appeal. Nemo enim ipsam voluptatem quia voluptas sit Required documentation What documentation do I
and Family Court judge may be
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made to the Federal Court, and a
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decision of a single judge of the
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Federal Court may be the subject
of an appeal to the Full Court of – Dolor sit amet – Dolor sit amet
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the Federal Court.

When a technical or legal term must be used, Most people open a Government app with a
consider adding definitions that appear when the particular service in mind. Make their experience
user presses the touchscreen over the word. It also easier by pre-empting frequently asked questions
helps to use terms consistently throughout your app and organising your content to answer them. For
to avoid any confusion for your customer. example, “Am I eligible?” and “What documentation
do I need to provide?” This technique has been found
to increase comprehension of contractual terms and
privacy policies relative to the use of headings that
are topics (e.g. “Required documentation”).23

Reducing sludge in apps 27

 3. Language and content

Digital literacy
Navigating digital content and using apps can
be very challenging for some customers.
Approximately 34% of Australians aged 50
years and over (about 2.7 million people) had
either low digital literacy levels or did not use
digital devices or the internet24.
We shouldn’t assume that all our customers
will be comfortable with accessing web
content. When working on your app, bear in
mind that some of your customers will need
help (from Service NSW centres, libraries, or
other programs) to access digital content.

The Avow app, developed by the Department of

Communities and Justice and the NSW Behavioural
Insights Unit, uses personalisation, plain English, and
a simple design to create an easily navigable and
usable experience for customers. The app’s dynamic
homescreen pushes key content to the customer as
they proceed on their journey, ensuring they always
see the most important information first.

Reducing sludge in apps 28

4. Digital systems
In this section

Apps rely on good digital design to function smoothly

Support customers and provide opportunities to report technical
and user issues

Reducing sludge in apps 29

 4. Digital Systems

Apps rely on good digital

design to function
smoothly
Example

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Maintenance
We are currently undergoing a maintenance
We promise, this won’t take long

Some key features of a good app are: quick loading speeds, accessibility on
all platforms, and the absence of bugs and glitches.
However, addressing the technical elements of digital systems design is likely
to be out of scope for many users of this guide. Improving and maintaining
digital systems in the app is likely to be an ongoing joint responsibility with
the app developer and support team. At the outset, make sure that you
sufficiently resource app maintenance.

The purpose of this section is to recommend 1. the app’s digital systems functionality
some high-level considerations related to the 2. user experience within the app
behind-the-scenes elements of the app’s design.
3. the longevity of the service provided.
We recommend taking these ideas forward in
discussion with your app developer, with the aim
to improve:

Reducing sludge in apps 30

 4. Digital systems

Use dynamic homescreens to help Use reminders and notifications to

customers achieve their goals nudge customers
One of the advantages of an app over a Example
website is that it can be move personalised, 11:10
responsive, and adaptive to customer needs Thursday 9 June

and a customer’s journey. App Name

Lorem ipsum Dolor sit amet
12m ago

Nemo inam sit ipsum

App homescreens do not have to statically display

the same information every time. By dynamically
App Name 27m ago

Team Meeting to discuss KPI’s

Today 3:00pm

updating the information on the homescreen Meeting room

to reflect a customer’s journey, you can more

effectively help them achieve their goals.26
For example, the Avow app is designed to take Apps can feed reminders and notifications
customers from first being issued an ADVO through
to customers in a very directed way.
to finalising it in court. When customers first
download the app, the homescreen shows info on Reminders can be very effective at helping
“what is an ADVO”, as their court date approaches customers follow through on commitments
the homescreen prompts users to explore “How do I
and take action on their goals.
prepare for court”.
In NSW text message reminders have been effective
at promoting attendance at hospital appointments
and encouraging social housing tenants to pay their
rent arrears on time25 .

Make the app available and accesible An app reminder has the benefits of an SMS (being
immediate and accessible – right there on your
to the widest range of people phone) with the added benefit of being able to link
directly to app content. Use this functionality to
Example
the full by providing your customers with timely,
actionable reminders which link directly to the
app content you want them to engage with (e.g., a
booking link, a submission form and so on).

The core purpose of many government apps is to

improve citizens’ lives and make service delivery
easier.
This is best achieved when the app is available
to the widest range of people. In addition to the
accessibility considerations mentioned in the
User Experience section of this guide, three key
recommendations to increase access and reach
include:

1. Making the app free by default

2. Making the app available and accessible for iOS
and Android users
3. Loading the app is as quick and easy as possible
helps to use terms consistently throughout your app
to avoid any confusion for your customer.

Reducing sludge in apps 31

 4. Digital systems

Support customers and

provide opportunities to
report technical and user
issues
Example

Are you enjoying this app?

On a scale of 1 -10 how did you find this app?

1 2 3 4 5 6 7 8 9 10

Submit

Providing practical technical support demonstrates empathy towards your

customer. Collecting feedback about common problems and acting to rectify
them quickly ensures the user experience can be improved.

Reducing sludge in apps 32

 4. Digital systems

How do I do this?
Provide tailored technical support Make it easy for users to report issues
information. and provide feedback.
Back
Example Example
FAQ’s
Need Help?
What is Sludge in apps?
Apps are a unique channel for interaction with our
customers. When we ask our customers to download
and use an app, we are asking for more engagement and i Report a problem
effort than reading an email or a web page. Apps raise
expectations.

Suggest an improvement
What is the benefit of this?

How do I download this guide and how ? Ask a question

to use it?

How to reduce friction? Cancel

How to choose the best font?

When customers run into challenges using the app, Make sure there is a way for users to provide their
they should be able to access answers to FAQs. feedback and report any errors, glitches or friction
If their problem cannot be solved independently, points experienced that could contribute to sludge
customers should be directed to further support in your app. Consider creating an online form within
within the relevant Department. the app itself. An online form with step-by-step
directions will structure feedback received, ensuring
all the details required to fix the problem are
captured.

Regularly review customer

engagement and feedback to fix
issues quickly.
Example
On a scale of 1 -10 how did you find this app?

1 2 3 4 5 6 7 8 9 10

Tell us why you chose this number and how we can improve?

Submit

Successful apps are continuously updated and

improved based on customer feedback and user
testing. The customers using your app are best-
placed to know how well the app is serving its
intended purpose. All feedback captured should
be regularly reviewed in a systematic way so that
the development team can be responsive to this
feedback and rectify issues quickly for users.

Reducing sludge in apps 33

 How to test whether changes to your app work
What works is not always consistent or certain. The allocation of which page (‘A’ or ‘B’) is
Even when we use evidence-based behavioural displayed to each user is done randomly, so you
insights, we cannot always be sure what will work can get a good idea of which version performs
and what will not in a particular context. Testing better.
proposed changes to your apps is a critical step
To learn more about A/B testing and find out how
because it:
to do it, read our guide to testing here.
• Enables you to be confident that your changes
yield the desired benefits
• Helps you minimise unintended consequences
• Helps you maximise cost-benefit because you
will only implement and scale the changes that
are proven to work
One of the most useful testing methods you
can use for web content, including apps, is
A/B testing, this involves showing half of your
users one version of a page and the other half a
different version.

Reducing sludge in apps 34

Endnotes

1 https://buildfire.com/app- 14 Behavioural Insights Team. (2019). Best behaviour of older Australians. Summary
statistics/#:~:text=Key%20Mobile%20 practice guide: Improving consumer of national survey and quantitative
App%20Statistics&text=The%20 understanding of contractual terms and research.
Apple%20App%20Store%20has%20 privacy policies: evidence-based actions
1.96%20million%20apps%20 for business. 25 Unit, B. I. (2016). Behavioural insights in
available%20for%20download. NSW: Update report 2016. Department of
15 Behavioural Insights Team. (2014). EAST: Premier and Cabinet (NSW).
2 Criteo data of 15 highly active app Four simple ways to apply behavioural
user countries from December 5, insights. 26 Schneider, C., Weinmann, M., & Vom
2019-January 8 Brocke, J. (2018). Digital nudging: guiding
16 Camgöz, N., Yener, C., & Güvenç, D. online user choices through interface
3 https://www.statista.com/ (2004). Effects of hue, saturation, and design. Communications of the ACM,
statistics/271644/worldwide-free-and- brightness: Part 2: Attention. Color 61(7), 67-73.
paid-mobile-app-store-downloads/ Research & Application 29(1), 20-28.
4 Cass R. Sunstein, Sludge and Ordeals, 17 Cao, Y., Proctor, R. W., Ding, Y., Duffy,
68 Duke Law Journal 1843-1883 (2019) V. G., Zhang, Y., & Zhang, X. (2020).
Available at: https://scholarship.law.duke. Influences of Color Salience and
edu/dlj/vol68/iss8/6 Location of Website Links on User
Performance and Affective Experience
5 Cialdini (2007). Influence: The with a Mobile Web Directory.
Psychology of Persuasion. New York: International Journal of Human–
HarperBusiness, Revised Edition. Computer Interaction, 1–13. doi:10.1080/1
6 https://www.nsw.gov.au/media-releases/ 0447318.2020.1838188
four-million-citizens-using-service-nsw- 18 Pawar, S. (2018, June 26). 8 Principles
app of Good Website Design. Retrieved from
7 Mangen, A., Walgermo, B. R., & Brønnick, https://wpastra.com/good-website-
K. (2013). Reading linear texts on paper design/
versus computer screen: Effects on 19 Willings, C. Font Legibility.
reading comprehension. International Retrieved from https://www.
Journal of Educational Research, 58, 61- teachingvisuallyimpaired.com/
68. font-legibility.html and Queensland
8 Babich, N. (2017, July 1). The Power of Government website standards,
Whitespace. Retrieved from https:// guidelines and templates. Retrieved
uxplanet.org/the-power-of-whitespace- from: https://www.forgov.qld.gov.au/
a1a95e45f82b cue-module1-checkpoint8-font-colour-
contrast
9 Amos, J. (2018, May 22). A guide
to effective use of white space in 20 https://nextthere.com/
web design. Retrieved from https:// 21 Programme for the International
getflywheel.com/layout/effective-use- Assessment of Adult Competencies,
white-space-web-design/ Australia, 2011-2012, Australian Bureau
10 https://www.interaction-design.org/ of Statistics
literature/topics/design-principles 22 http://www.crimeprevention.nsw.gov.au/
11 Gobet, F., Lane, P.C., Croker, S., Cheng, avow
P.C., Jones, G., Oliver, I., & Pine, J.M. 23 Behavioural Insights Team. (2019). Best
(2001). Chunking mechanisms in human practice guide: Improving consumer
learning. Trends in Cognitive Sciences, understanding of contractual terms and
5(6), 236-243. privacy policies: evidence-based actions
12 Behavioural Insights Team (2017). for business.
Update Report 2016-17. 24 Office of the E-Safety Commissioner
13 https://transportnsw.info/apps/tripview (2018). Understanding the digital

Reducing sludge in apps 35

We want to hear
from you!
If you have comments, questions, or feedback
on the guides get in touch with us at
sludge@customerservice.nsw.gov.au

This guide was created by the NSW Behavioural Insights Unit, with assistance from the
Behavioural Insights Team and the Reading Writing Hotline.
Reducing sludge in apps 37
Behavioural Insights in Action

sludge@customerservice.nsw.gov.au