{
  "version": 1,
  "updatedAt": "2026-10-14",
  "applicationStatus": "editorial-proposal-unvalidated",
  "evidenceLevels": {
    "established": {
      "label": {
        "ja": "多くの研究が支持",
        "en": "Well supported"
      },
      "detail": {
        "ja": "複数の研究やメタ分析で、同じ向きの結果が出ています。",
        "en": "Several studies or meta-analyses point the same way."
      }
    },
    "limited": {
      "label": {
        "ja": "研究は少ない",
        "en": "Limited evidence"
      },
      "detail": {
        "ja": "支持する研究はありますが、件数が少なく、条件の確認が必要です。",
        "en": "Supporting studies exist, but they are few and conditions matter."
      }
    },
    "contested": {
      "label": {
        "ja": "結果が分かれる",
        "en": "Contested"
      },
      "detail": {
        "ja": "追試やメタ分析で結果が分かれています。効果を前提にしないでください。",
        "en": "Replications or meta-analyses disagree. Do not assume the effect."
      }
    },
    "framework": {
      "label": {
        "ja": "実務の枠組み",
        "en": "Practitioner framework"
      },
      "detail": {
        "ja": "設計を考えるための整理です。効果を直接確かめた研究は限られます。",
        "en": "A thinking tool for design. Direct tests of its effect are limited."
      }
    },
    "law": {
      "label": {
        "ja": "法令・公的資料",
        "en": "Law and official guidance"
      },
      "detail": {
        "ja": "公的機関の資料にもとづく概要です。法的な助言ではありません。",
        "en": "A summary of official material. It is not legal advice."
      }
    }
  },
  "chapters": [
    {
      "id": "foundations",
      "title": {
        "ja": "全体像をつかむ",
        "en": "The big picture"
      },
      "question": {
        "ja": "人はどんな条件で動き、ゲームはその条件をどう作るのか。",
        "en": "When do people act, and how do games create those conditions?"
      }
    },
    {
      "id": "rewards",
      "title": {
        "ja": "報酬と好奇心",
        "en": "Rewards and curiosity"
      },
      "question": {
        "ja": "ご褒美や「知りたい」は、いつ人を動かし、いつ逆効果になるのか。",
        "en": "When do rewards and curiosity move people, and when do they backfire?"
      }
    },
    {
      "id": "progress",
      "title": {
        "ja": "進捗と継続",
        "en": "Progress and momentum"
      },
      "question": {
        "ja": "始めた人が、途中でやめずに最後まで進むのはなぜか。",
        "en": "Why do people who start keep going to the end?"
      }
    },
    {
      "id": "ability",
      "title": {
        "ja": "負担を減らし手応えを返す",
        "en": "Less effort, clear feedback"
      },
      "question": {
        "ja": "操作の負担と反応の速さは、行動にどれだけ影響するのか。",
        "en": "How much do effort and response speed shape behavior?"
      }
    },
    {
      "id": "social",
      "title": {
        "ja": "人とのつながり",
        "en": "Other people"
      },
      "question": {
        "ja": "他人の行動や約束、贈り物は、判断をどう変えるのか。",
        "en": "How do other people, commitments, and gifts change decisions?"
      }
    },
    {
      "id": "ethics",
      "title": {
        "ja": "倫理と法",
        "en": "Ethics and law"
      },
      "question": {
        "ja": "どこからが利用者をだます設計になり、どんな規制があるのか。",
        "en": "Where does design become deception, and which rules apply?"
      }
    }
  ],
  "stages": [
    {
      "id": "attract",
      "title": {
        "ja": "注意を引く",
        "en": "Attract"
      },
      "goal": {
        "ja": "最初の数秒で触れたくなる。",
        "en": "Make people want to touch it in seconds."
      }
    },
    {
      "id": "start",
      "title": {
        "ja": "始めてもらう",
        "en": "Start"
      },
      "goal": {
        "ja": "最初の一歩の負担を下げる。",
        "en": "Make the first step light."
      }
    },
    {
      "id": "progress",
      "title": {
        "ja": "進めてもらう",
        "en": "Progress"
      },
      "goal": {
        "ja": "途中でやめずに完了まで進む。",
        "en": "Carry people through to completion."
      }
    },
    {
      "id": "decide",
      "title": {
        "ja": "決めてもらう",
        "en": "Decide"
      },
      "goal": {
        "ja": "納得して申し込む。",
        "en": "Help people commit with confidence."
      }
    },
    {
      "id": "return",
      "title": {
        "ja": "また来てもらう",
        "en": "Return"
      },
      "goal": {
        "ja": "再訪と継続を作る。",
        "en": "Create reasons to come back."
      }
    },
    {
      "id": "share",
      "title": {
        "ja": "広めてもらう",
        "en": "Share"
      },
      "goal": {
        "ja": "紹介や共有が起きる。",
        "en": "Make referrals and sharing natural."
      }
    }
  ],
  "theories": [
    {
      "url": "https://sakimyto.com/lab/cvr/learn/fogg-behavior-model",
      "id": "fogg-behavior-model",
      "chapter": "foundations",
      "name": {
        "ja": "Fogg行動モデル（B=MAP）",
        "en": "Fogg Behavior Model (B=MAP)"
      },
      "summary": {
        "ja": "行動は、動機・能力・きっかけの3つが同じ瞬間にそろったときに起きる。",
        "en": "A behavior happens when motivation, ability, and a prompt meet at the same moment."
      },
      "example": {
        "ja": "セール中でも、レジの列が長ければ買うのをやめる。買いたい気持ちがあっても、行動の負担が大きすぎると行動は起きない。",
        "en": "Even during a sale, a long checkout line makes people walk away. Wanting something is not enough when the action is too hard."
      },
      "mechanism": {
        "ja": "動機が強いほど、難しい行動でも起きやすい。行動が簡単なほど、弱い動機でも起きる。この組み合わせが「行動の線」を越えたところへきっかけが届くと、行動が起きる。線の下では、いくら促しても行動は起きない。",
        "en": "Strong motivation carries people through hard actions, and easy actions need little motivation. When the combination is above the action line and a prompt arrives, the behavior happens. Below the line, prompting does nothing."
      },
      "webUse": {
        "ja": "CVRが低いときは、動機を上げる前に「行動の負担」と「きっかけの位置」を点検する。入力項目を減らすこと、CTAを判断の直後に置くことは、動機を変えずに行動を起こしやすくする。",
        "en": "When conversion is low, check effort and prompt placement before trying to raise motivation. Fewer fields and a CTA placed right after the decision make action easier without changing motivation."
      },
      "pitfalls": {
        "ja": "動機が線の下にある人へ通知や割引を重ねても、うるさく感じさせるだけになる。きっかけの回数を増やす前に、行動の負担を下げる。",
        "en": "Stacking notifications and discounts on people below the line only feels noisy. Reduce effort before adding more prompts."
      },
      "strength": "framework",
      "sources": [
        {
          "citation": "Fogg, B. J. (2009). A behavior model for persuasive design. Persuasive 2009, Article 40.",
          "finding": {
            "ja": "行動を動機・能力・きっかけの3要素で説明した。2009年の論文では3つ目を「トリガー」と呼び、2019年の著書『Tiny Habits』で「プロンプト」に改めた。",
            "en": "Explains behavior with motivation, ability, and a trigger. Fogg later renamed the trigger a prompt in the 2019 book Tiny Habits."
          },
          "url": "https://doi.org/10.1145/1541948.1541999"
        },
        {
          "citation": "Behavior Design Lab, Stanford University. Fogg Behavior Model.",
          "finding": {
            "ja": "B=MAPの図と、きっかけの3種類（動機を高める、行動を助ける、合図する）を公開している。",
            "en": "Publishes the B=MAP diagram and three kinds of prompts: sparks, facilitators, and signals."
          },
          "url": "https://behaviormodel.org/"
        }
      ],
      "classics": [
        {
          "source": "laozi",
          "slug": "chapter-64-beginnings-and-completion",
          "chapter": {
            "ja": "第64章：始まりと仕上げ",
            "en": "Beginnings and completion"
          },
          "excerpt": "千里之行，始於足下。",
          "connection": {
            "ja": "千里の道も足元の一歩から始まる、という一節。動機を高めるより先に、最初の行動を小さくするという設計と重なる。",
            "en": "A journey of a thousand li begins beneath your feet. It matches the design move of shrinking the first action before trying to raise motivation."
          }
        }
      ]
    },
    {
      "url": "https://sakimyto.com/lab/cvr/learn/self-determination-theory",
      "id": "self-determination-theory",
      "chapter": "foundations",
      "name": {
        "ja": "自己決定理論",
        "en": "Self-Determination Theory"
      },
      "summary": {
        "ja": "自分で選べること、できるという手応え、誰かとのつながりが満たされると、人は自分から続ける。",
        "en": "People keep going on their own when they feel autonomy, competence, and relatedness."
      },
      "example": {
        "ja": "言われてやる掃除は面倒だが、自分で決めた模様替えは時間を忘れて続く。",
        "en": "Cleaning because you were told to is a chore. Rearranging a room you chose to redo can absorb a whole afternoon."
      },
      "mechanism": {
        "ja": "自律性・有能感・関係性の3つの欲求が満たされる活動は、外からの報酬がなくても続く（内発的動機づけ）。ゲームが楽しい理由も、選べる自由、上達の手応え、仲間の存在で説明されている。",
        "en": "Activities that satisfy autonomy, competence, and relatedness continue without external rewards: intrinsic motivation. The appeal of games has been explained the same way, through choice, mastery, and other players."
      },
      "webUse": {
        "ja": "選択肢を押し付けずに選ばせる（自律性）。小さな成功をすぐ返す（有能感）。利用者の声や仲間の存在を見せる（関係性）。この3つで、申し込み後も使い続ける理由を作る。",
        "en": "Let people choose instead of pushing one option (autonomy). Return small wins right away (competence). Show other users and peers (relatedness). Together they give people a reason to keep using the product after sign-up."
      },
      "pitfalls": {
        "ja": "取得が必須のバッジやノルマは、自律性を下げる。管理されていると感じた時点で、自分から続ける動機は弱まる。",
        "en": "Mandatory badges and quotas undermine autonomy. Once people feel controlled, their own reasons to continue weaken."
      },
      "strength": "established",
      "sources": [
        {
          "citation": "Ryan, R. M., & Deci, E. L. (2000). Self-determination theory and the facilitation of intrinsic motivation, social development, and well-being. American Psychologist, 55(1), 68-78.",
          "finding": {
            "ja": "自律性・有能感・関係性の3つの欲求が、内発的動機づけと心身の健康を支えるとまとめた。",
            "en": "Summarizes how autonomy, competence, and relatedness support intrinsic motivation and well-being."
          },
          "url": "https://doi.org/10.1037/0003-066X.55.1.68"
        },
        {
          "citation": "Ryan, R. M., Rigby, C. S., & Przybylski, A. (2006). The motivational pull of video games: A self-determination theory approach. Motivation and Emotion, 30, 344-360.",
          "finding": {
            "ja": "ゲームで自律性と有能感を感じた人ほど、楽しさと続けたい気持ちが高かった。",
            "en": "Players who felt more autonomy and competence enjoyed games more and wanted to keep playing."
          },
          "url": "https://doi.org/10.1007/s11031-006-9051-8"
        }
      ],
      "classics": [
        {
          "source": "analects",
          "slug": "chapter-06-yong-ye-development-suited-to-the-person",
          "chapter": {
            "ja": "雍也篇：役割に合う育成",
            "en": "Yong Ye: development suited to the person"
          },
          "excerpt": "知之者不如好之者，好之者不如樂之者。",
          "connection": {
            "ja": "知っている人は好きな人に及ばず、好きな人は楽しむ人に及ばない、という一節。本人が楽しんで取り組む状態を最上に置く点が、内発的動機づけと重なる。",
            "en": "Knowing it is not as good as loving it, and loving it not as good as delighting in it. Ranking enjoyment highest mirrors intrinsic motivation."
          }
        }
      ]
    },
    {
      "url": "https://sakimyto.com/lab/cvr/learn/flow",
      "id": "flow",
      "chapter": "foundations",
      "name": {
        "ja": "フロー",
        "en": "Flow"
      },
      "summary": {
        "ja": "課題の難しさと本人の技能が釣り合い、目標と反応がはっきりしているとき、人は没頭する。",
        "en": "People become absorbed when challenge matches skill and goals and feedback are clear."
      },
      "example": {
        "ja": "簡単すぎるゲームは退屈で、難しすぎるゲームは不安になる。少し背伸びする難しさのとき、時間を忘れる。",
        "en": "A game that is too easy is boring and one that is too hard is stressful. Slightly beyond your skill is where time disappears."
      },
      "mechanism": {
        "ja": "難しすぎれば不安、易しすぎれば退屈になる。その間の帯に入ると、注意が作業に集まり、続けること自体が報酬になる。明確な目標と、操作へのすぐの反応が、この帯を保つ条件になる。",
        "en": "Too hard creates anxiety and too easy creates boredom. In the band between, attention locks onto the task and continuing becomes its own reward. Clear goals and immediate feedback keep people in that band."
      },
      "webUse": {
        "ja": "診断やクイズは、最初を易しくして徐々に難しくする。進んだ量と残りを常に見せ、操作のたびに結果を返す。",
        "en": "Start quizzes and assessments easy and raise difficulty gradually. Always show progress and what remains, and respond to every action."
      },
      "pitfalls": {
        "ja": "購入や申し込みの手続きそのものに没頭させる必要はない。手続きは短くし、フローは比較や学習のように探索する場面で使う。",
        "en": "Checkout does not need to be absorbing. Keep transactions short and save flow for exploration such as comparison or learning."
      },
      "strength": "established",
      "sources": [
        {
          "citation": "Csikszentmihalyi, M. (1990). Flow: The Psychology of Optimal Experience. Harper & Row.",
          "finding": {
            "ja": "挑戦と技能の釣り合い、明確な目標、すぐのフィードバックがそろうと、没頭した状態が生まれると説明した。",
            "en": "Describes absorbed experience arising when challenge and skill balance, with clear goals and immediate feedback."
          },
          "url": "https://search.worldcat.org/search?q=Flow+The+Psychology+of+Optimal+Experience"
        },
        {
          "citation": "Sweetser, P., & Wyeth, P. (2005). GameFlow: A model for evaluating player enjoyment in games. Computers in Entertainment, 3(3).",
          "finding": {
            "ja": "フローの要素をゲームの評価基準に置き換え、集中、挑戦、技能、操作感、目標、フィードバックなどで楽しさを評価するモデルを示した。",
            "en": "Translates flow into game evaluation criteria such as concentration, challenge, skills, control, goals, and feedback."
          },
          "url": "https://doi.org/10.1145/1077246.1077253"
        }
      ],
      "classics": [
        {
          "source": "analects",
          "slug": "chapter-11-xian-jin-differences-between-people",
          "chapter": {
            "ja": "先進篇：人による違い",
            "en": "Xian Jin: differences between people"
          },
          "excerpt": "過猶不及。",
          "connection": {
            "ja": "行き過ぎは足りないのと同じ、という一節。難しすぎても易しすぎても没頭は崩れるという、フローの釣り合いの考え方と重なる。",
            "en": "Going too far is as bad as falling short. It echoes flow’s balance: too hard or too easy both break absorption."
          }
        }
      ]
    },
    {
      "url": "https://sakimyto.com/lab/cvr/learn/mda-framework",
      "id": "mda-framework",
      "chapter": "foundations",
      "name": {
        "ja": "MDAフレームワーク",
        "en": "MDA Framework"
      },
      "summary": {
        "ja": "ゲームを、作り手が決める「ルール」、遊ぶと生まれる「動き」、遊び手が感じる「感情」の3層で考える。",
        "en": "Think of a game as three layers: mechanics the designer sets, dynamics that emerge in play, and aesthetics the player feels."
      },
      "example": {
        "ja": "「先着100名」というルールが、急いで申し込むという動きを生み、焦りや高揚という感情になる。",
        "en": "A \"first 100 people\" rule creates a rush to sign up, which players feel as urgency and excitement."
      },
      "mechanism": {
        "ja": "作り手はルールから設計し、遊び手は感情から体験する。ポイントやバッジを足すだけでは、感情は決まらない。先に起こしたい感情を決め、そこから動きとルールを逆算する。",
        "en": "Designers build from mechanics while players experience aesthetics first. Adding points or badges does not decide the feeling. Choose the feeling first, then work back to dynamics and rules."
      },
      "webUse": {
        "ja": "キャンペーンを考えるときは、「訪問者にどう感じてほしいか」を最初に書く。次に、その感情を生む動き、最後に必要なルール（ポイント、期限、抽選など）を決める。",
        "en": "When planning a campaign, write down how visitors should feel first. Then choose the behavior that creates that feeling, and only then the rules: points, deadlines, draws."
      },
      "pitfalls": {
        "ja": "ルールから考えると、ポイントやランキングを足しただけの施策になりやすい。狙った感情が起きているかを、行動の計測と聞き取りで確かめる。",
        "en": "Starting from rules tends to produce bolted-on points and leaderboards. Check with behavior data and interviews that the intended feeling actually occurs."
      },
      "strength": "framework",
      "sources": [
        {
          "citation": "Hunicke, R., LeBlanc, M., & Zubek, R. (2004). MDA: A formal approach to game design and game research. AAAI Workshop on Challenges in Game AI.",
          "finding": {
            "ja": "ゲームをMechanics・Dynamics・Aestheticsの3層に分け、作り手と遊び手が逆の向きからゲームを見ていると説明した。",
            "en": "Splits games into mechanics, dynamics, and aesthetics, and notes that designers and players approach them from opposite ends."
          },
          "url": "https://users.cs.northwestern.edu/~hunicke/MDA.pdf"
        }
      ],
      "classics": [
        {
          "source": "sunzi",
          "slug": "chapter-05-energy-organization-and-combinations",
          "chapter": {
            "ja": "兵勢篇：仕組みと組み合わせ",
            "en": "Energy: organization and combinations"
          },
          "excerpt": "聲不過五，五聲之變，不可勝聽也。",
          "connection": {
            "ja": "音は五つしかないが、その組み合わせの変化は聞き尽くせない、という一節。少ないルールの組み合わせから多様な動きが生まれるという、MDAの見方と重なる。",
            "en": "There are only five notes, yet their combinations are more than can ever be heard. Few mechanics, endless dynamics: the MDA view."
          }
        }
      ]
    },
    {
      "url": "https://sakimyto.com/lab/cvr/learn/octalysis",
      "id": "octalysis",
      "chapter": "foundations",
      "name": {
        "ja": "Octalysis（8つのコアドライブ）",
        "en": "Octalysis (8 Core Drives)"
      },
      "summary": {
        "ja": "人を動かす力を8つに分け、施策がどの力に頼っているかを点検する枠組み。",
        "en": "A framework that splits what drives people into eight forces, so you can see which ones a design relies on."
      },
      "example": {
        "ja": "「限定」は希少性、「あと1つでコンプリート」は達成感、「今やめると失う」は損失回避の力で人を動かしている。",
        "en": "\"Limited edition\" uses scarcity, \"one more to complete the set\" uses accomplishment, and \"lose it if you quit\" uses loss avoidance."
      },
      "mechanism": {
        "ja": "8つは、使命感、達成感、創造性とフィードバック、所有、社会的影響、希少性、予測できなさと好奇心、損失回避。著者は、使命感・達成感・創造性は前向きで長続きしやすく、希少性・予測できなさ・損失回避は即効性があるが不安や疲れを生みやすいと整理している。",
        "en": "The eight are meaning, accomplishment, empowerment and feedback, ownership, social influence, scarcity, unpredictability, and loss avoidance. The author argues meaning, accomplishment, and creativity feel positive and last, while scarcity, unpredictability, and loss act fast but breed anxiety and fatigue."
      },
      "webUse": {
        "ja": "施策を8つに当てはめ、偏りを見る。期限や在庫などの不安を生む力だけに頼っている場合は、上達や創造の要素を足す。",
        "en": "Map a design onto the eight drives and look for imbalance. If it leans only on deadlines and stock pressure, add mastery or creative elements."
      },
      "pitfalls": {
        "ja": "8つの分類は実務家の整理で、研究で検証された尺度ではない。著者自身も、不安を生む力に頼りすぎると利用者が疲れて離れると述べている。",
        "en": "The eight drives are a practitioner taxonomy, not a validated scale. The author himself warns that leaning on anxiety-based drives wears people out and drives them away."
      },
      "strength": "framework",
      "sources": [
        {
          "citation": "Chou, Y. (2015). Actionable Gamification: Beyond Points, Badges, and Leaderboards. Octalysis Media.",
          "finding": {
            "ja": "8つのコアドライブと、前向きな力（White Hat）・不安を生む力（Black Hat）の区別を提案した。",
            "en": "Proposes the eight core drives and the split between positive White Hat and anxiety-based Black Hat drives."
          },
          "url": "https://yukaichou.com/gamification-examples/octalysis-complete-gamification-framework/"
        }
      ]
    },
    {
      "url": "https://sakimyto.com/lab/cvr/learn/hook-model",
      "id": "hook-model",
      "chapter": "foundations",
      "name": {
        "ja": "フックモデル",
        "en": "Hook Model"
      },
      "summary": {
        "ja": "きっかけ、行動、変動する報酬、投資の4段階を繰り返すと、製品の利用が習慣になるという設計モデル。",
        "en": "A product model where cycling through trigger, action, variable reward, and investment turns use into habit."
      },
      "example": {
        "ja": "通知を見る、アプリを開く、新しい投稿がある日もない日もある、自分も投稿する。投稿すると、次の通知が届く。",
        "en": "You see a notification, open the app, sometimes find something new, then post yourself. Your post brings the next notification."
      },
      "mechanism": {
        "ja": "利用者が時間やデータを投資するほど、次のきっかけが生まれ、通知がなくても自分から思い出して使うようになる。ただし習慣ができるまでの日数には大きな個人差がある。日常の健康行動を調べた研究では、中央値が66日、幅は18日から254日だった。",
        "en": "The more time and data users invest, the more triggers they create, until they return without being reminded. Habit formation varies widely: a study of everyday health behaviors found a median of 66 days, ranging from 18 to 254."
      },
      "webUse": {
        "ja": "再訪の施策は「次に来る理由」と「来たときの小さな発見」を組で作る。保存した条件や作りかけのデータなど、利用者が投資したものを次回の入口にする。",
        "en": "Design return visits as a pair: a reason to come back and a small discovery when people do. Use what users invested, such as saved filters or drafts, as the next entry point."
      },
      "pitfalls": {
        "ja": "利用者の利益にならない習慣を作ると、依存を助長するという批判を受ける。著者も、作り手自身が使い、利用者の生活を良くする製品に限って使うよう述べている。",
        "en": "Building habits that do not serve users invites criticism for fostering compulsion. The author himself limits the model to products the maker would use and that improve users’ lives."
      },
      "strength": "framework",
      "sources": [
        {
          "citation": "Eyal, N. (2014). Hooked: How to Build Habit-Forming Products. Portfolio.",
          "finding": {
            "ja": "きっかけ、行動、変動する報酬、投資の4段階で、習慣になる製品の設計を説明した。",
            "en": "Describes habit-forming products as a loop of trigger, action, variable reward, and investment."
          },
          "url": "https://search.worldcat.org/search?q=Hooked+How+to+Build+Habit-Forming+Products"
        },
        {
          "citation": "Lally, P., van Jaarsveld, C. H. M., Potts, H. W. W., & Wardle, J. (2010). How are habits formed: Modelling habit formation in the real world. European Journal of Social Psychology, 40(6), 998-1009.",
          "finding": {
            "ja": "96人が毎日の新しい健康行動を続けた記録から、自動的にできるようになるまでの日数を推定した。モデルが当てはまった参加者の中央値は66日、幅は18日から254日だった。",
            "en": "Tracked 96 people adopting a daily health behavior. Among participants whose data fit the model, automaticity took a median of 66 days, ranging from 18 to 254."
          },
          "url": "https://doi.org/10.1002/ejsp.674"
        }
      ],
      "classics": [
        {
          "source": "great-learning",
          "slug": "chapter-03-commentary-2-renewing-practice",
          "chapter": {
            "ja": "伝2章：日々新たにする",
            "en": "Commentary 2: renewing practice"
          },
          "excerpt": "苟日新，日日新，又日新。",
          "connection": {
            "ja": "一日新たにできたなら、毎日新たにし、さらに新たにせよ、という銘。来るたびに少し新しいものに出会えることが再訪の理由になる、という考え方と重なる。",
            "en": "If you can renew yourself one day, renew yourself daily, and again. A small new thing on each visit is a reason to return."
          }
        }
      ]
    },
    {
      "url": "https://sakimyto.com/lab/cvr/learn/gamification-evidence",
      "id": "gamification-evidence",
      "chapter": "foundations",
      "name": {
        "ja": "ゲーミフィケーションの効果研究",
        "en": "Does gamification work?"
      },
      "summary": {
        "ja": "ゲーミフィケーションは、ゲームの要素をゲーム以外に使うこと。平均すると効果は小さめから中程度で、文脈と設計によって大きく変わる。",
        "en": "Gamification is using game design elements outside games. Average effects are small to moderate and depend heavily on context and design."
      },
      "example": {
        "ja": "同じバッジとランキングでも、続ける人が増える場面もあれば、満足度と成績が下がった授業もある。",
        "en": "The same badges and leaderboards can increase persistence in one setting and lower satisfaction and grades in a classroom."
      },
      "mechanism": {
        "ja": "結果を左右するのは要素そのものより、利用者がその要素をどう受け取るかにある。上達の手応えとして受け取れば動機が高まり、管理や他人との比較として受け取れば下がる。",
        "en": "Outcomes depend less on the element than on how people read it. Read as feedback on mastery, it raises motivation. Read as control or comparison, it lowers it."
      },
      "webUse": {
        "ja": "「ゲーム化すれば上がる」とは考えず、どの行動をどの指標で増やすかを先に決めてから要素を選ぶ。A/Bテストでは、主な指標と悪化を見張る指標の両方を測る。",
        "en": "Do not assume gamification lifts results. Decide which behavior and metric to move first, then pick elements. In A/B tests, measure both the main metric and a guardrail."
      },
      "pitfalls": {
        "ja": "導入した週の数字だけで判断しない。新しさで一時的に動いた可能性があるため、数週間の推移で確かめる。",
        "en": "Do not judge from the launch week alone. Novelty can move numbers briefly, so check the trend over several weeks."
      },
      "strength": "contested",
      "sources": [
        {
          "citation": "Deterding, S., Dixon, D., Khaled, R., & Nacke, L. (2011). From game design elements to gamefulness: Defining \"gamification\". MindTrek 2011, 9-15.",
          "finding": {
            "ja": "ゲーミフィケーションを「ゲーム以外の文脈でゲームデザインの要素を使うこと」と定義した。",
            "en": "Defines gamification as the use of game design elements in non-game contexts."
          },
          "url": "https://doi.org/10.1145/2181037.2181040"
        },
        {
          "citation": "Hamari, J., Koivisto, J., & Sarsa, H. (2014). Does gamification work? A literature review of empirical studies on gamification. HICSS 2014, 3025-3034.",
          "finding": {
            "ja": "24件の実証研究の多くが肯定的な効果を報告したが、効果は文脈と利用者によって異なった。",
            "en": "Most of 24 empirical studies reported positive effects, but results varied with context and users."
          },
          "url": "https://doi.org/10.1109/HICSS.2014.377"
        },
        {
          "citation": "Sailer, M., & Homner, L. (2020). The gamification of learning: A meta-analysis. Educational Psychology Review, 32, 77-112.",
          "finding": {
            "ja": "学習での効果量は、認知がg=0.49、動機がg=0.36、行動がg=0.25だった。方法の厳密な研究に絞ると、認知の効果だけが安定していた。",
            "en": "Effects on learning were g = 0.49 for cognitive, 0.36 for motivational, and 0.25 for behavioral outcomes. Only the cognitive effect held in methodologically rigorous studies."
          },
          "url": "https://doi.org/10.1007/s10648-019-09498-w"
        },
        {
          "citation": "Hanus, M. D., & Fox, J. (2015). Assessing the effects of gamification in the classroom. Computers & Education, 80, 152-161.",
          "finding": {
            "ja": "バッジとランキングを使った授業では、使わない授業より内発的動機、満足度、期末試験の点数が低かった。1つの授業での研究である。",
            "en": "A course with badges and a leaderboard showed lower intrinsic motivation, satisfaction, and final exam scores than a course without them. It is a single-course study."
          },
          "url": "https://doi.org/10.1016/j.compedu.2014.08.019"
        }
      ]
    },
    {
      "url": "https://sakimyto.com/lab/cvr/learn/variable-reward",
      "id": "variable-reward",
      "chapter": "rewards",
      "name": {
        "ja": "変動報酬",
        "en": "Variable reward"
      },
      "summary": {
        "ja": "報酬がいつ出るか分からないとき、人は行動を繰り返しやすい。",
        "en": "When rewards arrive unpredictably, people repeat the behavior more."
      },
      "example": {
        "ja": "くじ引き、ガチャ、SNSの新着の確認。毎回当たるわけではないので、もう一度試したくなる。",
        "en": "Lotteries, loot boxes, refreshing a feed. Not every try pays off, so you try again."
      },
      "mechanism": {
        "ja": "決まった回数ごとではなく、ランダムな回数で報酬が出る条件（変動比率スケジュール）では、行動が高い頻度で続き、報酬が止まっても行動がなかなか消えない。動物実験から得られた古典的な知見である。",
        "en": "When rewards come after an unpredictable number of actions, a variable-ratio schedule, behavior stays frequent and persists long after rewards stop. It is a classic finding from animal research."
      },
      "webUse": {
        "ja": "報酬の価値ではなく、何が出るかに小さな驚きを入れる。診断結果のひとこと、日替わりのヒント、完了時の演出の違いなど、誰も損をしない範囲の変化にとどめる。",
        "en": "Put the surprise in what appears, not in how much people get. Keep it to variations nobody loses from: a line in a quiz result, a daily tip, a different completion animation."
      },
      "pitfalls": {
        "ja": "有料の抽選は依存や浪費につながりやすく、日本では景品表示法の規制を受ける場合がある。支払う金額や受け取る利益を偶然で大きく変える仕組みは避ける。",
        "en": "Paid chance mechanics can fuel compulsive spending and, in Japan, may fall under premium regulations. Avoid designs where luck sets what people pay or receive."
      },
      "strength": "established",
      "sources": [
        {
          "citation": "Ferster, C. B., & Skinner, B. F. (1957). Schedules of Reinforcement. Appleton-Century-Crofts.",
          "finding": {
            "ja": "報酬の出し方（強化スケジュール）ごとの行動の違いを記録し、変動比率で報酬を出すと反応が高い頻度で続くことを示した。",
            "en": "Documents how reinforcement schedules shape behavior, including high, persistent response rates under variable-ratio schedules."
          },
          "url": "https://search.worldcat.org/search?q=Schedules+of+Reinforcement+Ferster+Skinner"
        }
      ]
    },
    {
      "url": "https://sakimyto.com/lab/cvr/learn/overjustification",
      "id": "overjustification",
      "chapter": "rewards",
      "name": {
        "ja": "アンダーマイニング効果",
        "en": "Overjustification effect"
      },
      "summary": {
        "ja": "もともと楽しんでいた行動に条件付きの報酬を付けると、報酬がなくなった後に自分からはやらなくなることがある。",
        "en": "Adding contingent rewards to something people already enjoy can make them stop doing it once rewards end."
      },
      "example": {
        "ja": "絵を描くのが好きな子どもに「描いたらご褒美」と約束すると、その後の自由時間に描く時間が短くなった。",
        "en": "Children who liked drawing and were promised a reward for it later spent less free time drawing."
      },
      "mechanism": {
        "ja": "報酬が「やる理由」に見えると、自分で選んでいるという感覚が下がる。一方で、上達を伝える言葉のフィードバックは、内発的な動機を高める向きに働いた。",
        "en": "When a reward looks like the reason for acting, the sense of choosing for yourself drops. Positive verbal feedback about progress, by contrast, raised intrinsic motivation."
      },
      "webUse": {
        "ja": "楽しめる体験（診断、ツール、ゲーム）には、遊ぶ前から報酬を約束しない。終わった後に思いがけない特典として渡すか、結果の内容そのものを報酬にする。",
        "en": "Do not promise rewards up front for experiences people enjoy, such as quizzes, tools, and games. Give an unexpected perk afterward, or make the result itself the reward."
      },
      "pitfalls": {
        "ja": "「〇〇したらポイント」を常に用意すると、ポイントのない行動をしなくなる。報酬の効果には研究者の間で議論があり、条件によって結果が変わる。",
        "en": "Permanent \"do X, get points\" offers teach people to skip anything unrewarded. Researchers still disagree on the size of the effect, and results vary with conditions."
      },
      "strength": "contested",
      "sources": [
        {
          "citation": "Lepper, M. R., Greene, D., & Nisbett, R. E. (1973). Undermining children’s intrinsic interest with extrinsic reward. Journal of Personality and Social Psychology, 28(1), 129-137.",
          "finding": {
            "ja": "報酬を約束されて絵を描いた子どもは、約束されなかった子どもより、その後の自由時間に描く時間が短かった。",
            "en": "Children promised a reward for drawing later spent less free time drawing than children who were not."
          },
          "url": "https://doi.org/10.1037/h0035519"
        },
        {
          "citation": "Deci, E. L., Koestner, R., & Ryan, R. M. (1999). A meta-analytic review of experiments examining the effects of extrinsic rewards on intrinsic motivation. Psychological Bulletin, 125(6), 627-668.",
          "finding": {
            "ja": "128件の実験をまとめ、予期された有形の報酬が自由選択時の内発的動機を下げ、肯定的なフィードバックが高めたと報告した。この結論には反対の立場のメタ分析もある。",
            "en": "Across 128 experiments, expected tangible rewards lowered free-choice intrinsic motivation and positive feedback raised it. Other meta-analysts have disputed the conclusion."
          },
          "url": "https://doi.org/10.1037/0033-2909.125.6.627"
        }
      ],
      "classics": [
        {
          "source": "mencius",
          "slug": "chapter-03-gong-sun-chou-i-the-disposition-behind-judgment",
          "chapter": {
            "ja": "公孫丑上：判断を支える姿勢",
            "en": "Gong Sun Chou I: the disposition behind judgment"
          },
          "excerpt": "予助苗長矣。",
          "connection": {
            "ja": "苗を早く伸ばそうと引っ張り、枯らしてしまった人の話（揠苗助長）の一節。外から急かす働きかけが本来の伸びを損なう構図が、条件付きの報酬が自発的な意欲を下げる現象と重なる。",
            "en": "“I helped the sprouts grow,” says the man who pulled them up and killed them. Outside pressure that harms natural growth parallels contingent rewards undermining intrinsic interest."
          }
        }
      ]
    },
    {
      "url": "https://sakimyto.com/lab/cvr/learn/curiosity-gap",
      "id": "curiosity-gap",
      "chapter": "rewards",
      "name": {
        "ja": "情報ギャップ理論",
        "en": "Information gap theory"
      },
      "summary": {
        "ja": "知っていることと知りたいことの間に小さな空白があると、人はそれを埋めたくなる。",
        "en": "A small gap between what people know and want to know makes them want to close it."
      },
      "example": {
        "ja": "推理小説の結末、「答えは次のページ」のクイズ。",
        "en": "The end of a mystery novel, or a quiz that says the answer is on the next page."
      },
      "mechanism": {
        "ja": "空白に気づくと、知らない状態が落ち着かなくなり、答えを得る行動が起きる。まったく知らない話題には好奇心は起きにくく、少し知っているときに強くなる。",
        "en": "Noticing a gap makes not knowing uncomfortable, which drives people to find out. Curiosity is weak for topics people know nothing about and strongest when they know a little."
      },
      "webUse": {
        "ja": "診断の結果、料金の見積もり、比較の答えを、入力の直後に一部だけ見せて残りを隠す。答えが手に入ることを約束し、必ず渡す。",
        "en": "Right after input, show part of a quiz result, quote, or comparison and hold back the rest. Promise the answer and always deliver it."
      },
      "pitfalls": {
        "ja": "見出しで期待させて中身が伴わない「釣り」は、直帰と不信を増やす。隠した情報と引き換えに、不要な個人情報を求めない。",
        "en": "Clickbait that does not deliver raises bounce and distrust. Do not hold the answer hostage for personal data you do not need."
      },
      "strength": "established",
      "sources": [
        {
          "citation": "Loewenstein, G. (1994). The psychology of curiosity: A review and reinterpretation. Psychological Bulletin, 116(1), 75-98.",
          "finding": {
            "ja": "好奇心を、情報の空白に気づいたときに生まれる「知りたい」という欲求として説明し直した。",
            "en": "Reinterprets curiosity as the drive that arises when people notice a gap in their knowledge."
          },
          "url": "https://doi.org/10.1037/0033-2909.116.1.75"
        }
      ],
      "classics": [
        {
          "source": "analects",
          "slug": "acknowledge-unknowns",
          "chapter": {
            "ja": "知ることと知らないこと",
            "en": "Knowing and not knowing"
          },
          "excerpt": "知之為知之，不知為不知，是知也。",
          "connection": {
            "ja": "知っていることと知らないことを区別するのが知るということだ、という一節。知らない部分に気づいたときに好奇心が生まれる、という情報ギャップの入口になる。",
            "en": "To know what you know and know what you do not: that is knowing. Noticing the unknown is where the information gap opens."
          }
        }
      ]
    },
    {
      "url": "https://sakimyto.com/lab/cvr/learn/goal-setting",
      "id": "goal-setting",
      "chapter": "rewards",
      "name": {
        "ja": "目標設定理論",
        "en": "Goal-setting theory"
      },
      "summary": {
        "ja": "「頑張って」より、具体的で少し難しい目標のほうが成果が上がる。",
        "en": "Specific, challenging goals lead to better performance than \"do your best.\""
      },
      "example": {
        "ja": "「たくさん歩く」より「1日8000歩」と決めたほうが、歩く量が増えやすい。",
        "en": "\"Walk 8,000 steps a day\" gets people moving more than \"walk a lot.\""
      },
      "mechanism": {
        "ja": "具体的な目標は注意を向ける先を決め、努力と粘りを引き出す。途中経過のフィードバックがあると、目標の効果はさらに高まる。本人が目標を受け入れていることが前提になる。",
        "en": "A specific goal directs attention and draws out effort and persistence. Progress feedback strengthens the effect. It assumes the person has accepted the goal."
      },
      "webUse": {
        "ja": "オンボーディングやキャンペーンでは、「3つ設定すれば完了」のように数と終わりが分かる目標を示す。進み具合を同じ画面で返す。",
        "en": "In onboarding and campaigns, state goals with a number and an end, such as \"set up three things.\" Show progress on the same screen."
      },
      "pitfalls": {
        "ja": "難しすぎる目標や、本人が選んでいない目標は、あきらめを生む。ノルマに見える目標は、自分で選んでいる感覚を下げる。",
        "en": "Goals that are too hard or imposed lead people to give up. Targets that feel like quotas erode the sense of choice."
      },
      "strength": "established",
      "sources": [
        {
          "citation": "Locke, E. A., & Latham, G. P. (2002). Building a practically useful theory of goal setting and task motivation: A 35-year odyssey. American Psychologist, 57(9), 705-717.",
          "finding": {
            "ja": "35年分の研究をまとめ、具体的で難しい目標は「最善を尽くせ」という指示より高い成果につながると報告した。",
            "en": "Reviews 35 years of research showing that specific, difficult goals outperform \"do your best\" instructions."
          },
          "url": "https://doi.org/10.1037/0003-066X.57.9.705"
        }
      ],
      "classics": [
        {
          "source": "great-learning",
          "slug": "chapter-01-main-text-purpose-and-sequence",
          "chapter": {
            "ja": "経1章：全体の目的と順序",
            "en": "Main text: purpose and sequence"
          },
          "excerpt": "知止而后有定。",
          "connection": {
            "ja": "目指して止まるべき所を知ってこそ、志が定まる、という一節。具体的な目標が注意と努力の向きを決める、という目標設定理論と重なる。",
            "en": "Know where to rest, and your aim becomes fixed. A specific goal directs attention and effort, as goal-setting theory says."
          }
        }
      ]
    },
    {
      "url": "https://sakimyto.com/lab/cvr/learn/ikea-effect",
      "id": "ikea-effect",
      "chapter": "rewards",
      "name": {
        "ja": "IKEA効果",
        "en": "IKEA effect"
      },
      "summary": {
        "ja": "自分で手を加えて作ったものは、同じものを他人が作った場合より価値が高く感じられる。",
        "en": "Things people build themselves feel more valuable than the same things made by others."
      },
      "example": {
        "ja": "組み立てた家具や、自分で色を選んだスニーカーに愛着がわく。",
        "en": "You grow attached to furniture you assembled or sneakers you customized."
      },
      "mechanism": {
        "ja": "自分の労力が成果に変わると、その成果を高く評価する。ただし、完成できなかった場合や、作ったものを壊した場合には効果が消えた。",
        "en": "When effort turns into a result, people value the result more. The effect disappeared when people failed to finish or destroyed what they built."
      },
      "webUse": {
        "ja": "プラン選び、プロフィール作成、見積もりの組み立てを、利用者が数回の選択で完成させる形にする。完成したものを、申し込みの画面まで持ち越す。",
        "en": "Let people assemble a plan, profile, or quote in a few choices, and carry what they built into the sign-up screen."
      },
      "pitfalls": {
        "ja": "作業が多すぎて完成しないと効果は消え、離脱が増える。選択は数回で終わる量にし、途中から再開できるようにする。",
        "en": "Too much work means people never finish, the effect vanishes, and drop-off rises. Keep it to a few choices and let people resume."
      },
      "strength": "limited",
      "sources": [
        {
          "citation": "Norton, M. I., Mochon, D., & Ariely, D. (2012). The IKEA effect: When labor leads to love. Journal of Consumer Psychology, 22(3), 453-460.",
          "finding": {
            "ja": "自分で組み立てた収納箱や折り紙に、他人が作ったものより高い金額を払うと答えた。完成しなかった場合は効果がなかった。",
            "en": "People were willing to pay more for storage boxes and origami they built themselves. The effect did not appear when they did not finish."
          },
          "url": "https://doi.org/10.1016/j.jcps.2011.08.002"
        }
      ],
      "classics": [
        {
          "source": "laozi",
          "slug": "chapter-17-people-recognize-their-own-achievement",
          "chapter": {
            "ja": "第17章：自分たちで成し遂げる",
            "en": "People recognize their own achievement"
          },
          "excerpt": "功成事遂，百姓皆謂我自然。",
          "connection": {
            "ja": "事が成ったとき、人々が「自分たちでやった」と言えるのが最上の治め方だ、という一節。自分で作ったという感覚が愛着を生むIKEA効果と重なる。",
            "en": "When the work is done, the people all say “we did it ourselves.” The sense of having built it is what the IKEA effect turns on."
          }
        }
      ]
    },
    {
      "url": "https://sakimyto.com/lab/cvr/learn/loss-aversion",
      "id": "loss-aversion",
      "chapter": "rewards",
      "name": {
        "ja": "損失回避",
        "en": "Loss aversion"
      },
      "summary": {
        "ja": "同じ大きさなら、得る喜びより失う痛みのほうが大きく感じられる。",
        "en": "A loss tends to feel bigger than a gain of the same size."
      },
      "example": {
        "ja": "「1000円得する」より「1000円損しない」のほうが気になる。",
        "en": "\"Don’t lose $10\" grabs more attention than \"Gain $10.\""
      },
      "mechanism": {
        "ja": "プロスペクト理論では、人は結果を基準点からの得と損で評価し、損を重く見積もる。607件の推定値をまとめたメタ分析では、損失は同じ額の利得の約2倍の重さだった。ただし、損失回避がどの場面でも起きるとは限らないという反論もある。",
        "en": "Prospect theory says people judge outcomes as gains or losses from a reference point and weigh losses more. A meta-analysis of 607 estimates put losses at about twice the weight of equal gains. Others argue loss aversion does not appear in every setting."
      },
      "webUse": {
        "ja": "保証や返金で「試して失うもの」を小さく見せる。保存していないデータが消えることは、離脱の時点で正確に伝える。",
        "en": "Use guarantees and refunds to shrink what people risk by trying. If unsaved work will be lost, say so accurately when people leave."
      },
      "pitfalls": {
        "ja": "「今やめると失う」と煽る表示や、解約時に損を強調し続ける画面は、ダークパターンとみなされる。損失の表示は事実で、利用者が判断に使えるものに限る。",
        "en": "\"Quit now and lose everything\" messages and cancellation flows that keep hammering losses count as dark patterns. Show losses only when they are true and help people decide."
      },
      "strength": "contested",
      "sources": [
        {
          "citation": "Kahneman, D., & Tversky, A. (1979). Prospect theory: An analysis of decision under risk. Econometrica, 47(2), 263-291.",
          "finding": {
            "ja": "得と損を基準点から非対称に評価する、プロスペクト理論を示した。",
            "en": "Introduces prospect theory, in which gains and losses from a reference point are valued asymmetrically."
          },
          "url": "https://doi.org/10.2307/1914185"
        },
        {
          "citation": "Brown, A. L., Imai, T., Vieider, F. M., & Camerer, C. F. (2024). Meta-analysis of empirical estimates of loss aversion. Journal of Economic Literature, 62(2), 485-516.",
          "finding": {
            "ja": "150本の論文の607件の推定値から、損失回避係数の平均を約1.96と推定した。",
            "en": "Estimates a mean loss-aversion coefficient of about 1.96 from 607 estimates in 150 papers."
          },
          "url": "https://doi.org/10.1257/jel.20221698"
        },
        {
          "citation": "Gal, D., & Rucker, D. D. (2018). The loss of loss aversion: Will it loom larger than its gain? Journal of Consumer Psychology, 28(3), 497-516.",
          "finding": {
            "ja": "多くの場面で、損失が同じ額の利得より大きく感じられるとは限らないと主張した。",
            "en": "Argues that losses often do not loom larger than equivalent gains."
          },
          "url": "https://doi.org/10.1002/jcpy.1047"
        }
      ],
      "classics": [
        {
          "source": "laozi",
          "slug": "chapter-44-enough-and-where-to-stop",
          "chapter": {
            "ja": "第44章：知足と知止",
            "en": "Enough and where to stop"
          },
          "excerpt": "甚愛必大費，多藏必厚亡。",
          "connection": {
            "ja": "執着が強いほど費えが大きく、多く蓄えるほど失うものも多い、という一節。持っているものを失う痛みが大きく感じられる損失回避と重なり、損を煽る設計を戒める視点にもなる。",
            "en": "Great attachment brings great cost; much hoarding brings heavy loss. It mirrors loss aversion and cautions against designs that stoke fear of loss."
          }
        }
      ]
    },
    {
      "url": "https://sakimyto.com/lab/cvr/learn/goal-gradient",
      "id": "goal-gradient",
      "chapter": "progress",
      "name": {
        "ja": "目標勾配",
        "en": "Goal-gradient effect"
      },
      "summary": {
        "ja": "ゴールに近づくほど、人は努力のペースを上げる。",
        "en": "People speed up as they get closer to a goal."
      },
      "example": {
        "ja": "スタンプカードがあと1つになると、店に来る間隔が短くなる。",
        "en": "With one stamp left on a loyalty card, people come back sooner."
      },
      "mechanism": {
        "ja": "残りの距離が短く見えるほど、次の一歩の価値が大きく感じられる。ネズミが餌に近づくほど速く走るという観察から生まれた仮説で、人の購買や投稿の行動でも確かめられた。",
        "en": "The shorter the remaining distance looks, the more the next step seems worth. The idea began with rats running faster near food and has since been observed in purchases and online contributions."
      },
      "webUse": {
        "ja": "進み具合を割合や残りの数で表示する。終盤の手順ほど短くし、「あと1つ」が見える位置に置く。",
        "en": "Show progress as a percentage or count remaining. Make late steps shorter and keep \"one more\" visible."
      },
      "pitfalls": {
        "ja": "ゴールに届いた直後は、行動が落ちる。達成の画面で、次の目標や関連する行動を示す。",
        "en": "Activity drops right after the goal is reached. Use the completion screen to point to the next goal or a related action."
      },
      "strength": "established",
      "sources": [
        {
          "citation": "Hull, C. L. (1932). The goal-gradient hypothesis and maze learning. Psychological Review, 39(1), 25-43.",
          "finding": {
            "ja": "迷路のネズミがゴールに近づくほど速く走ることから、目標勾配仮説を示した。",
            "en": "Proposes the goal-gradient hypothesis from rats running faster as they near the goal."
          },
          "url": "https://doi.org/10.1037/h0072640"
        },
        {
          "citation": "Kivetz, R., Urminsky, O., & Zheng, Y. (2006). The goal-gradient hypothesis resurrected. Journal of Marketing Research, 43(1), 39-58.",
          "finding": {
            "ja": "カフェのスタンプカードで、無料の1杯に近づくほど購入の間隔が短くなった。特典を受け取った後はペースが落ち、次の特典に近づくと再び上がった。",
            "en": "Café customers bought coffee more often as they neared a free drink, slowed after redeeming, and sped up again toward the next reward."
          },
          "url": "https://doi.org/10.1509/jmkr.43.1.39"
        },
        {
          "citation": "Anderson, A., Huttenlocher, D., Kleinberg, J., & Leskovec, J. (2013). Steering user behavior with badges. WWW 2013, 95-106.",
          "finding": {
            "ja": "Stack Overflowの利用者は、バッジの獲得条件に近づくほど対象の行動を増やし、獲得後は元の水準に戻った。",
            "en": "Stack Overflow users increased the targeted activity as they approached a badge and returned to their usual level after earning it."
          },
          "url": "https://doi.org/10.1145/2488388.2488398"
        }
      ]
    },
    {
      "url": "https://sakimyto.com/lab/cvr/learn/endowed-progress",
      "id": "endowed-progress",
      "chapter": "progress",
      "name": {
        "ja": "授かり進捗効果",
        "en": "Endowed progress effect"
      },
      "summary": {
        "ja": "最初から少し進んだ状態で始めると、最後までやり遂げる人が増える。",
        "en": "Starting people partway along makes more of them finish."
      },
      "example": {
        "ja": "8個集める空のカードより、2個押してある10個のカードのほうが、最後まで集める人が多かった。必要な数はどちらも8個。",
        "en": "More people completed a 10-stamp card with 2 stamps already filled than an empty 8-stamp card. Both needed 8 more stamps."
      },
      "mechanism": {
        "ja": "すでに始まっている目標は、自分の目標として受け取りやすい。目標勾配の後半から始められることも、完了を後押しする。",
        "en": "A goal already underway feels like one’s own, and starting further along the goal gradient helps people finish."
      },
      "webUse": {
        "ja": "登録が済んだ時点で、プロフィールの進捗を「2/6完了」から始める。すでに終えた手順（メールの確認など）を数に入れる。",
        "en": "After sign-up, start the profile meter at \"2 of 6 done\" by counting steps people actually finished, such as confirming their email."
      },
      "pitfalls": {
        "ja": "何もしていないのに進んだように見せると、偽りの表示になる。進捗に数える手順は、利用者が実際に終えたものに限る。",
        "en": "Showing progress nobody made is misleading. Count only steps users really completed."
      },
      "strength": "limited",
      "sources": [
        {
          "citation": "Nunes, J. C., & Drèze, X. (2006). The endowed progress effect: How artificial advancement increases effort. Journal of Consumer Research, 32(4), 504-512.",
          "finding": {
            "ja": "洗車場の300人の実験で、2個押してある10個のカードでは34%、空の8個のカードでは19%が特典を受け取った。",
            "en": "In a 300-customer car-wash study, 34% redeemed a 10-stamp card with 2 stamps prefilled versus 19% with an empty 8-stamp card."
          },
          "url": "https://doi.org/10.1086/500480"
        }
      ],
      "classics": [
        {
          "source": "analects",
          "slug": "chapter-09-zi-han-change-and-persistence",
          "chapter": {
            "ja": "子罕篇：変化と粘り強さ",
            "en": "Zi Han: change and persistence"
          },
          "excerpt": "譬如平地，雖覆一簣，進，吾往也。",
          "connection": {
            "ja": "平地にひと籠の土を置いただけでも、進んだのは自分の歩みだ、という一節。小さくても始まった進み具合を自分のものとして数える考え方が、授かり進捗効果と重なる。",
            "en": "Even one basket of earth on level ground is progress, and it is mine. Counting a small start as one’s own progress is the endowed progress effect."
          }
        }
      ]
    },
    {
      "url": "https://sakimyto.com/lab/cvr/learn/zeigarnik-ovsiankina",
      "id": "zeigarnik-ovsiankina",
      "chapter": "progress",
      "name": {
        "ja": "未完了の課題（ツァイガルニク・オフシャンキナ）",
        "en": "Unfinished tasks (Zeigarnik and Ovsiankina)"
      },
      "summary": {
        "ja": "中断した作業には戻りたくなる。ただし「未完了のほうがよく覚えている」という有名な効果は、まとめた研究で確かめられていない。",
        "en": "People tend to return to interrupted tasks. The famous claim that unfinished tasks are remembered better did not hold up in a meta-analysis."
      },
      "example": {
        "ja": "途中で止めたパズルが気になって、また手に取る。",
        "en": "You keep coming back to a puzzle you put down halfway."
      },
      "mechanism": {
        "ja": "ツァイガルニクは中断した課題のほうが記憶に残ると報告し、オフシャンキナは中断した課題を自分から再開しやすいと報告した。2025年のメタ分析では、再開する傾向は確認されたが、記憶の優位は一般には確認されなかった。",
        "en": "Zeigarnik reported better memory for interrupted tasks, and Ovsiankina reported that people tend to resume them. A 2025 meta-analysis confirmed the tendency to resume but found no general memory advantage."
      },
      "webUse": {
        "ja": "作りかけの見積もりや診断を保存し、次の訪問で「続きから」を最初に出す。チェックリストで残りの項目を見せる。",
        "en": "Save half-finished quotes and quizzes and lead with \"continue\" on the next visit. Use a checklist to show what remains."
      },
      "pitfalls": {
        "ja": "未完了を不安の材料にして何度も催促すると、配信停止や離脱が増える。「記憶に残る」効果を前提に施策を組まない。",
        "en": "Nagging about unfinished work raises unsubscribes and churn. Do not build on the memory claim."
      },
      "strength": "contested",
      "sources": [
        {
          "citation": "Ghibellini, R., & Meier, B. (2025). Interruption, recall and resumption: A meta-analysis of the Zeigarnik and Ovsiankina effects. Humanities and Social Sciences Communications, 12.",
          "finding": {
            "ja": "中断した課題を再開する傾向（オフシャンキナ効果）は確認されたが、中断した課題の記憶の優位（ツァイガルニク効果）は一般には確認されなかった。",
            "en": "Supports a general tendency to resume interrupted tasks (Ovsiankina) but finds no general recall advantage for them (Zeigarnik)."
          },
          "url": "https://doi.org/10.1057/s41599-025-05000-w"
        }
      ],
      "classics": [
        {
          "source": "analects",
          "slug": "chapter-09-zi-han-change-and-persistence",
          "chapter": {
            "ja": "子罕篇：変化と粘り強さ",
            "en": "Zi Han: change and persistence"
          },
          "excerpt": "譬如為山，未成一簣，止，吾止也。",
          "connection": {
            "ja": "山を築くのに、ひと籠を残して止めたなら、止めたのは自分だ、という一節。中断した作業の前で続けるかを決めるのは本人だという点が、再開しやすさの話と重なる。",
            "en": "Building a mound and stopping one basket short, it was I who stopped. Whether to resume interrupted work rests with the person, which is where resumption begins."
          }
        }
      ]
    },
    {
      "url": "https://sakimyto.com/lab/cvr/learn/peak-end-rule",
      "id": "peak-end-rule",
      "chapter": "progress",
      "name": {
        "ja": "ピーク・エンドの法則",
        "en": "Peak-end rule"
      },
      "summary": {
        "ja": "体験の評価は、全体の平均より、最も強い瞬間と最後の瞬間で決まりやすい。",
        "en": "People judge an experience mostly by its most intense moment and its end, not its average."
      },
      "example": {
        "ja": "待ち時間が長くても、最後の接客が良ければ「良い店だった」と思い出す。",
        "en": "After a long wait, a great final interaction still leaves you remembering a good shop."
      },
      "mechanism": {
        "ja": "冷たい水に手を入れる実験で、60秒の冷水だけの体験より、その後に少しだけぬるくした30秒を足した長い体験のほうを、多くの人がもう一度選んだ。思い出すときの評価では、長さが無視されやすい。",
        "en": "In a cold-water experiment, most people chose to repeat a longer trial, 60 seconds of cold water plus 30 slightly warmer seconds, over the 60-second trial alone. Remembered evaluations tend to ignore duration."
      },
      "webUse": {
        "ja": "申し込み完了の画面を、次に起きることが分かる山場にする。途中で最もつらい箇所（長い入力）を短くし、最後を軽い操作で終える。",
        "en": "Make the confirmation screen a high point that explains what happens next. Shorten the most painful part, such as a long form, and end on a light action."
      },
      "pitfalls": {
        "ja": "最後の演出で、途中の不便や隠れた費用は帳消しにならない。エラーや予期しない料金のような悪い山場が、評価を決めてしまう。",
        "en": "A nice ending does not erase friction or hidden fees. A bad peak, such as an error or a surprise charge, can define the memory."
      },
      "strength": "established",
      "sources": [
        {
          "citation": "Kahneman, D., Fredrickson, B. L., Schreiber, C. A., & Redelmeier, D. A. (1993). When more pain is preferred to less: Adding a better end. Psychological Science, 4(6), 401-405.",
          "finding": {
            "ja": "冷水の実験で、終わりを少し楽にした長い体験のほうが、短い体験より好まれた。",
            "en": "In a cold-water task, a longer trial with a milder end was preferred over a shorter one."
          },
          "url": "https://doi.org/10.1111/j.1467-9280.1993.tb00589.x"
        },
        {
          "citation": "Redelmeier, D. A., & Kahneman, D. (1996). Patients’ memories of painful medical treatments. Pain, 66(1), 3-8.",
          "finding": {
            "ja": "大腸内視鏡の検査で、痛みの記憶は検査の長さより、最も強い痛みと終わりの痛みで説明された。",
            "en": "Memories of colonoscopy pain were explained by the peak and final pain rather than duration."
          },
          "url": "https://doi.org/10.1016/0304-3959(96)02994-6"
        }
      ],
      "classics": [
        {
          "source": "laozi",
          "slug": "chapter-64-beginnings-and-completion",
          "chapter": {
            "ja": "第64章：始まりと仕上げ",
            "en": "Beginnings and completion"
          },
          "excerpt": "慎終如始，則無敗事。",
          "connection": {
            "ja": "終わりを始めと同じように慎めば失敗しない、という一節。体験の評価が終わり方に左右される、という知見と重なる。",
            "en": "Be as careful at the end as at the beginning, and nothing fails. Experiences are judged by how they end."
          }
        }
      ]
    },
    {
      "url": "https://sakimyto.com/lab/cvr/learn/fitts-law",
      "id": "fitts-law",
      "chapter": "ability",
      "name": {
        "ja": "フィッツの法則",
        "en": "Fitts’s law"
      },
      "summary": {
        "ja": "ボタンまでの距離が遠いほど、ボタンが小さいほど、押すまでに時間がかかる。",
        "en": "The farther and smaller a target is, the longer it takes to hit."
      },
      "example": {
        "ja": "画面の端にある小さな閉じるボタンは押しにくく、親指の近くの大きなボタンは押しやすい。",
        "en": "A tiny close button in a corner is hard to hit. A large button near your thumb is easy."
      },
      "mechanism": {
        "ja": "目標までの移動時間は、距離と目標の大きさの比で予測できる。マウスでも指でも同じ傾向が確かめられている。",
        "en": "Movement time can be predicted from the ratio of distance to target size. The relationship holds for mice and fingers alike."
      },
      "webUse": {
        "ja": "主なCTAは大きく、直前の操作の近くに置く。スマホでは親指が届く下側に置く。このサイトでは主操作を48px以上にしている。",
        "en": "Make the main CTA large and place it near the previous action. On phones, put it within thumb reach at the bottom. This site keeps primary controls at 48px or more."
      },
      "pitfalls": {
        "ja": "解約や拒否のボタンだけを小さく遠くする設計は、ダークパターンとみなされる。",
        "en": "Making only cancel or decline buttons small and distant is a dark pattern."
      },
      "strength": "established",
      "sources": [
        {
          "citation": "Fitts, P. M. (1954). The information capacity of the human motor system in controlling the amplitude of movement. Journal of Experimental Psychology, 47(6), 381-391.",
          "finding": {
            "ja": "目標を指す動作の時間が、距離と目標の幅の比で決まることを示した。",
            "en": "Shows that pointing time depends on the ratio of distance to target width."
          },
          "url": "https://doi.org/10.1037/h0055392"
        },
        {
          "citation": "W3C (2023). Web Content Accessibility Guidelines (WCAG) 2.2, 2.5.8 Target Size (Minimum).",
          "finding": {
            "ja": "操作の対象を、原則として24×24 CSSピクセル以上にするよう求めている。",
            "en": "Requires pointer targets of at least 24 by 24 CSS pixels, with exceptions."
          },
          "url": "https://www.w3.org/TR/WCAG22/#target-size-minimum"
        }
      ]
    },
    {
      "url": "https://sakimyto.com/lab/cvr/learn/response-time",
      "id": "response-time",
      "chapter": "ability",
      "name": {
        "ja": "応答時間の目安",
        "en": "Response-time limits"
      },
      "summary": {
        "ja": "操作への反応が0.1秒以内なら即時に感じ、1秒以内なら考えが途切れず、10秒を超えると注意がそれる。",
        "en": "Under 0.1 seconds feels instant, under 1 second keeps the flow of thought, and over 10 seconds loses attention."
      },
      "example": {
        "ja": "ボタンを押して何も変わらないと、もう一度押してしまう。",
        "en": "When a button shows no change, people press it again."
      },
      "mechanism": {
        "ja": "操作と結果の時間差が短いほど、人は自分が操作していると感じる。待ちが長くなると作業の流れが切れ、離脱しやすくなる。1982年のIBMの報告は、応答が速くなるほど利用者の作業量が比例以上に増えると示した。",
        "en": "The shorter the delay between action and result, the more people feel in control. Long waits break the flow and invite abandonment. A 1982 IBM report found that faster responses raised user productivity more than proportionally."
      },
      "webUse": {
        "ja": "押されたらすぐにボタンの見た目を変える。処理に1秒以上かかるなら進み具合を示し、10秒を超えるなら残り時間と中断する方法を示す。",
        "en": "Change the button the moment it is pressed. Show progress for anything over a second, and remaining time plus a way to cancel beyond ten."
      },
      "pitfalls": {
        "ja": "見た目の反応だけ速くして結果が遅いと、期待とのずれが大きくなる。演出のために遅らせるのは、労働の錯覚が成り立つ場合だけにする。",
        "en": "A fast visual response followed by a slow result widens the gap with expectations. Add deliberate delay only where the labor illusion genuinely applies."
      },
      "strength": "established",
      "sources": [
        {
          "citation": "Nielsen, J. (1993). Response Times: The 3 Important Limits. Nielsen Norman Group.",
          "finding": {
            "ja": "0.1秒・1秒・10秒の3つの目安を、それ以前の研究をもとに示した。",
            "en": "Sets out the 0.1, 1, and 10 second limits based on earlier research."
          },
          "url": "https://www.nngroup.com/articles/response-times-3-important-limits/"
        },
        {
          "citation": "Doherty, W. J., & Thadani, A. J. (1982). The Economic Value of Rapid Response Time. IBM.",
          "finding": {
            "ja": "システムの応答が速くなるほど、利用者の作業量が比例以上に増えたと報告した。",
            "en": "Reports that user productivity rose more than proportionally as system response time fell."
          },
          "url": "https://computerhistory.org/collections/catalog/102751398"
        },
        {
          "citation": "web.dev. Interaction to Next Paint (INP).",
          "finding": {
            "ja": "操作から次の描画までが200ミリ秒以下を「良好」としている。",
            "en": "Treats 200 milliseconds or less from interaction to next paint as good."
          },
          "url": "https://web.dev/articles/inp"
        }
      ],
      "classics": [
        {
          "source": "sunzi",
          "slug": "chapter-02-waging-war-the-cost-of-duration",
          "chapter": {
            "ja": "作戦篇：長期化の負担",
            "en": "Waging war: the cost of duration"
          },
          "excerpt": "兵聞拙速，未睹巧之久也。",
          "connection": {
            "ja": "戦は多少つたなくても速いほうがよく、巧みでも長引いて成功した例は見ない、という一節。磨き込みより先にすぐ反応を返す、という応答時間の考え方と重なる。",
            "en": "Clumsy speed is known in war; clever delay has never been seen to win. Respond immediately before polishing."
          }
        }
      ]
    },
    {
      "url": "https://sakimyto.com/lab/cvr/learn/choice-overload",
      "id": "choice-overload",
      "chapter": "ability",
      "name": {
        "ja": "選択過多",
        "en": "Choice overload"
      },
      "summary": {
        "ja": "選択肢が多すぎると、選べなくなったり選んだ後の満足が下がったりすることがある。ただし、起きるかどうかは条件で大きく変わる。",
        "en": "Too many options can stall decisions or lower satisfaction, but whether it happens depends heavily on conditions."
      },
      "example": {
        "ja": "24種類のジャムの試食台は人を集めたが、立ち寄った人のうち買った人の割合は6種類の台より低かった。",
        "en": "A 24-jam tasting table drew more people, but a smaller share of those who stopped bought jam than at a 6-jam table."
      },
      "mechanism": {
        "ja": "比べる負担が大きく、好みがはっきりしないときに起きやすい。選択肢の数と判断にかかる時間の関係は、ヒックの法則として知られる。一方、研究をまとめたメタ分析では平均の効果はほぼゼロで、起きる条件を見極める必要がある。",
        "en": "It is likelier when comparison is hard and preferences are unclear. The link between number of options and decision time is known as Hick’s law. Yet a meta-analysis found an average effect near zero, so the conditions matter."
      },
      "webUse": {
        "ja": "最初に見せるプランは3つ程度に絞り、推奨を1つ示す。全件は、絞り込みや比較表で後から見られるようにする。",
        "en": "Lead with about three plans and one recommendation. Keep the full list reachable through filters or a comparison table."
      },
      "pitfalls": {
        "ja": "詳しい利用者は、選択肢が多いほうを好むことがある。選択肢を減らすと、合うものがない人が離脱する。絞り込みと全件の表示を両方用意する。",
        "en": "Experts may prefer more options, and cutting choices drives away people whose fit was removed. Offer both a short list and the full set."
      },
      "strength": "contested",
      "sources": [
        {
          "citation": "Iyengar, S. S., & Lepper, M. R. (2000). When choice is demotivating. Journal of Personality and Social Psychology, 79(6), 995-1006.",
          "finding": {
            "ja": "試食台に立ち寄った人のうち、6種類の台では約30%、24種類の台では約3%がジャムを買った。",
            "en": "Among shoppers who stopped, about 30% bought jam at the 6-jam table versus about 3% at the 24-jam table."
          },
          "url": "https://doi.org/10.1037/0022-3514.79.6.995"
        },
        {
          "citation": "Scheibehenne, B., Greifeneder, R., & Todd, P. M. (2010). Can there ever be too many options? Journal of Consumer Research, 37(3), 409-425.",
          "finding": {
            "ja": "選択過多の研究をまとめたメタ分析で、平均の効果量はほぼゼロだった。",
            "en": "A meta-analysis of choice-overload studies found a mean effect size near zero."
          },
          "url": "https://doi.org/10.1086/651235"
        },
        {
          "citation": "Chernev, A., Böckenholt, U., & Goodman, J. (2015). Choice overload: A conceptual review and meta-analysis. Journal of Consumer Psychology, 25(2), 333-358.",
          "finding": {
            "ja": "選択肢の複雑さ、判断の難しさ、好みの不確かさ、早く決めたいという目的の4つが、選択過多を起こしやすくすると整理した。",
            "en": "Identifies four moderators: choice set complexity, decision difficulty, preference uncertainty, and a goal of deciding quickly."
          },
          "url": "https://doi.org/10.1016/j.jcps.2014.08.002"
        }
      ],
      "classics": [
        {
          "source": "laozi",
          "slug": "chapter-12-stimulus-and-need",
          "chapter": {
            "ja": "第12章：刺激と必要",
            "en": "Stimulus and need"
          },
          "excerpt": "五色令人目盲。",
          "connection": {
            "ja": "多すぎる色は目をくらませる、という一節。刺激や選択肢を増やしすぎると判断がにぶる、という選択過多の見方と重なる。",
            "en": "The five colors blind the eye. Too many stimuli or options dull judgment, the concern behind choice overload."
          }
        }
      ]
    },
    {
      "url": "https://sakimyto.com/lab/cvr/learn/default-effect",
      "id": "default-effect",
      "chapter": "ability",
      "name": {
        "ja": "デフォルト効果",
        "en": "Default effect"
      },
      "summary": {
        "ja": "最初から選ばれている選択肢は、そのまま選ばれやすい。",
        "en": "Options that are preselected tend to stay selected."
      },
      "example": {
        "ja": "臓器提供の意思表示で「提供する」が初期値の国では、同意している人の割合が高かった。",
        "en": "Countries where organ donation was the default had much higher consent rates."
      },
      "mechanism": {
        "ja": "変更する手間、推奨されているという受け取り方、今の状態を失いたくない気持ちが重なって、初期値が残る。58件の研究をまとめたメタ分析でも平均して効果が確認されたが、効果の大きさは研究ごとに大きく違った。",
        "en": "The effort of changing, the sense that the default is recommended, and reluctance to give up the status quo keep defaults in place. A meta-analysis of 58 studies found an average effect, with large differences between studies."
      },
      "webUse": {
        "ja": "多くの人に合うプランや設定を初期値にし、理由を添える。初期値を変える操作は1回で済むようにする。",
        "en": "Preselect the plan or setting that fits most people and say why. Make changing it a single action."
      },
      "pitfalls": {
        "ja": "メールマガジンの購読、有料オプション、データの共有を初期値でオンにすると、ダークパターンとみなされる。地域によっては規制の対象になる。",
        "en": "Preselecting newsletters, paid add-ons, or data sharing is a dark pattern and is regulated in some regions."
      },
      "strength": "established",
      "sources": [
        {
          "citation": "Johnson, E. J., & Goldstein, D. (2003). Do defaults save lives? Science, 302(5649), 1338-1339.",
          "finding": {
            "ja": "臓器提供の同意率は、同意が初期値の国で高く、拒否が初期値の国で低かった。",
            "en": "Organ donor consent was high in opt-out countries and low in opt-in countries."
          },
          "url": "https://doi.org/10.1126/science.1091721"
        },
        {
          "citation": "Jachimowicz, J. M., Duncan, S., Weber, E. U., & Johnson, E. J. (2019). When and why defaults influence decisions: A meta-analysis of default effects. Behavioural Public Policy, 3(2), 159-186.",
          "finding": {
            "ja": "58件の研究のメタ分析で、初期値は平均して選択を変えた（d=0.68）。効果の大きさは研究ごとに大きく違った。",
            "en": "Across 58 studies, defaults shifted choices on average (d = 0.68), with large variation between studies."
          },
          "url": "https://doi.org/10.1017/bpp.2018.43"
        }
      ]
    },
    {
      "url": "https://sakimyto.com/lab/cvr/learn/labor-illusion",
      "id": "labor-illusion",
      "chapter": "ability",
      "name": {
        "ja": "労働の錯覚",
        "en": "Labor illusion"
      },
      "summary": {
        "ja": "裏で行われている作業が見えると、待ち時間があっても結果の価値が高く感じられる。",
        "en": "Seeing the work behind a result makes it feel more valuable, even with a wait."
      },
      "example": {
        "ja": "旅行の検索サイトで、一瞬で結果を出すより、探している様子を見せながら待たせるほうが好まれた。",
        "en": "On a travel search site, people preferred a longer wait that showed the search at work over instant results."
      },
      "mechanism": {
        "ja": "作業が見えると、自分のために手間をかけてくれたと受け取り、結果を高く評価する。",
        "en": "Visible effort reads as work done on your behalf, and people value the result more."
      },
      "webUse": {
        "ja": "見積もりや診断の計算中に、実際に行っている処理（条件の照合、在庫の確認など）を順に表示する。",
        "en": "While calculating a quote or result, show the steps the system really performs, such as matching criteria or checking stock."
      },
      "pitfalls": {
        "ja": "実際には行っていない処理を表示したり、必要以上に待たせたりすると、偽りの表示になる。表示する処理は、実際の処理と一致させる。",
        "en": "Showing steps that do not happen, or padding the wait, is deceptive. Displayed steps must match real processing."
      },
      "strength": "limited",
      "sources": [
        {
          "citation": "Buell, R. W., & Norton, M. I. (2011). The labor illusion: How operational transparency increases perceived value. Management Science, 57(9), 1564-1579.",
          "finding": {
            "ja": "サイトが作業の様子を見せると、結果が同じでも、即座に結果を出すサイトより待ち時間の長いサイトが好まれる場合があった。",
            "en": "When a site signaled its effort, people sometimes preferred a longer wait over identical instant results."
          },
          "url": "https://doi.org/10.1287/mnsc.1110.1376"
        }
      ]
    },
    {
      "url": "https://sakimyto.com/lab/cvr/learn/game-feel",
      "id": "game-feel",
      "chapter": "ability",
      "name": {
        "ja": "ゲームフィール（手応え）",
        "en": "Game feel"
      },
      "summary": {
        "ja": "操作に動き・音・光がすぐ気持ちよく返ってくると、触ること自体が楽しくなる。",
        "en": "When motion, sound, and light answer an input instantly and pleasantly, touching becomes fun in itself."
      },
      "example": {
        "ja": "プチプチをつぶす感触。押したボタンが少し沈み、弾んで戻る。",
        "en": "Popping bubble wrap. A button that sinks a little when pressed and springs back."
      },
      "mechanism": {
        "ja": "ゲームデザイナーのSwinkは、入力へのすぐの反応、物理らしい動き、演出の磨き込みが、自分が操作しているという感覚を作ると整理した。",
        "en": "Designer Steve Swink describes game feel as real-time response to input, simulated physical motion, and polish, which together create a sense of control."
      },
      "webUse": {
        "ja": "CTAや選択肢に、押したときの沈み込み、色の変化、完了時の小さな動きを付ける。反応は0.1秒以内に始める。",
        "en": "Give CTAs and options a press-down, a color change, and a small completion motion. Start the response within 0.1 seconds."
      },
      "pitfalls": {
        "ja": "演出が長いと、次の操作を待たせる。動きを減らす設定の利用者には、動きがなくても状態の変化が分かるようにする。",
        "en": "Long effects make people wait for the next action. For reduced-motion users, make state changes clear without movement."
      },
      "strength": "framework",
      "sources": [
        {
          "citation": "Swink, S. (2009). Game Feel: A Game Designer’s Guide to Virtual Sensation. Morgan Kaufmann.",
          "finding": {
            "ja": "ゲームフィールを、入力へのすぐの反応、物理らしい動き、演出の磨き込みの組み合わせとして説明した。",
            "en": "Defines game feel through real-time control, simulated space, and polish."
          },
          "url": "https://search.worldcat.org/search?q=Game+Feel+A+Game+Designer%27s+Guide+to+Virtual+Sensation"
        }
      ]
    },
    {
      "url": "https://sakimyto.com/lab/cvr/learn/social-proof",
      "id": "social-proof",
      "chapter": "social",
      "name": {
        "ja": "社会的証明",
        "en": "Social proof"
      },
      "summary": {
        "ja": "迷ったとき、人は他の人がどうしているかを手がかりに行動を決める。",
        "en": "When unsure, people look at what others do to decide."
      },
      "example": {
        "ja": "行列のできている店に入りたくなる。",
        "en": "A line outside a restaurant makes you want to eat there."
      },
      "mechanism": {
        "ja": "ホテルでタオルの再利用を呼びかける実験で、「環境のために」より「多くの宿泊客が再利用しています」という表示のほうが再利用が増えた。「この部屋に泊まった人の多くが」のように、自分の状況に近い集団を示すと効果が最も大きかった。",
        "en": "In a hotel towel-reuse experiment, \"most guests reuse their towels\" beat a standard environmental appeal. Norms tied to the guest’s own situation, \"most guests in this room,\" worked best."
      },
      "webUse": {
        "ja": "利用者数、レビュー、導入企業を、判断する場所の近くに置く。「同じ業種の企業」のように、閲覧者に近い集団の数字を見せる。",
        "en": "Place user counts, reviews, and customer logos next to the decision. Prefer numbers from groups close to the visitor, such as companies in the same industry."
      },
      "pitfalls": {
        "ja": "架空のレビューや、根拠のない「〇人が閲覧中」の表示は、景品表示法の規制に触れる場合がある。数字は実数にし、集計期間を添える。",
        "en": "Fake reviews and made-up \"N people viewing\" counters can breach advertising law, including Japan’s Act against Unjustifiable Premiums and Misleading Representations. Use real numbers with the counting period."
      },
      "strength": "established",
      "sources": [
        {
          "citation": "Goldstein, N. J., Cialdini, R. B., & Griskevicius, V. (2008). A room with a viewpoint: Using social norms to motivate environmental conservation in hotels. Journal of Consumer Research, 35(3), 472-482.",
          "finding": {
            "ja": "多くの宿泊客の行動を伝える表示は、環境保護だけを訴える表示よりタオルの再利用を増やした。自分の部屋の宿泊客を示す表示が最も効果的だった。",
            "en": "Descriptive-norm messages increased towel reuse over environmental appeals, and norms about guests in the same room worked best."
          },
          "url": "https://doi.org/10.1086/586910"
        },
        {
          "citation": "消費者庁. ステルスマーケティングに関する景品表示法の規制.",
          "finding": {
            "ja": "2023年10月から、広告であることを隠した表示を景品表示法の不当表示として規制している。",
            "en": "Since October 2023, Japan regulates undisclosed advertising as a misleading representation."
          },
          "url": "https://www.caa.go.jp/policies/policy/representation/fair_labeling/stealth_marketing/"
        }
      ]
    },
    {
      "url": "https://sakimyto.com/lab/cvr/learn/social-comparison",
      "id": "social-comparison",
      "chapter": "social",
      "name": {
        "ja": "社会的比較とランキング",
        "en": "Social comparison and leaderboards"
      },
      "summary": {
        "ja": "人は自分の能力を他人と比べて評価する。ランキングは努力を引き出すが、意欲を下げる場合もある。",
        "en": "People judge their abilities against others. Leaderboards can draw out effort and can also deflate motivation."
      },
      "example": {
        "ja": "歩数アプリで友達より少し少ないと、もう少し歩こうと思う。",
        "en": "Seeing a friend just ahead in a step-count app makes you walk a little more."
      },
      "mechanism": {
        "ja": "Festingerは、客観的な基準がないとき、人は他人と比べて自分を評価すると考えた。ランキングを使った実験では、参加者がランキングの上位を自分の目標にし、難しい目標を与えたときと同じくらい作業量が増えた。",
        "en": "Festinger proposed that without objective standards, people evaluate themselves against others. In a leaderboard experiment, participants adopted the top of the board as their goal and produced as much as those given difficult goals."
      },
      "webUse": {
        "ja": "全体のランキングではなく、自分の前後数人だけを見せる。過去の自分との比較（自己ベスト）を基本にし、他人との競争には参加を選べるようにする。",
        "en": "Show only the few people just above and below, not the whole board. Make comparison with one’s own past the default and let people opt into competing."
      },
      "pitfalls": {
        "ja": "下位が固定されたランキングは、多くの人に「勝てない」と伝えることになる。量を競わせると、量は増えても質は上がらないことがある。",
        "en": "A board where the bottom never moves tells most people they cannot win. Competing on volume can raise quantity without raising quality."
      },
      "strength": "contested",
      "sources": [
        {
          "citation": "Festinger, L. (1954). A theory of social comparison processes. Human Relations, 7(2), 117-140.",
          "finding": {
            "ja": "客観的な基準がないとき、人は似た他人と比べて自分の意見や能力を評価すると提案した。",
            "en": "Proposes that people evaluate their opinions and abilities by comparing themselves with similar others when objective standards are missing."
          },
          "url": "https://doi.org/10.1177/001872675400700202"
        },
        {
          "citation": "Landers, R. N., Bauer, K. N., & Callan, R. C. (2017). Gamification of task performance with leaderboards: A goal setting experiment. Computers in Human Behavior, 71, 508-515.",
          "finding": {
            "ja": "ランキングは、難しい目標を与えたのと同じくらい作業量を増やした。参加者はランキングの上位を目標として扱っていた。",
            "en": "Leaderboards raised performance about as much as difficult goals, with participants treating the top ranks as their target."
          },
          "url": "https://doi.org/10.1016/j.chb.2015.08.008"
        },
        {
          "citation": "Hanus, M. D., & Fox, J. (2015). Assessing the effects of gamification in the classroom. Computers & Education, 80, 152-161.",
          "finding": {
            "ja": "バッジとランキングを使った授業では、内発的動機と満足度が下がった。著者は、ランキングによる比較が一因になった可能性を挙げている。",
            "en": "A course with badges and a leaderboard showed lower intrinsic motivation and satisfaction. The authors suggest leaderboard comparison may have contributed."
          },
          "url": "https://doi.org/10.1016/j.compedu.2014.08.019"
        }
      ]
    },
    {
      "url": "https://sakimyto.com/lab/cvr/learn/commitment-consistency",
      "id": "commitment-consistency",
      "chapter": "social",
      "name": {
        "ja": "一貫性（フット・イン・ザ・ドア）",
        "en": "Commitment and consistency (foot in the door)"
      },
      "summary": {
        "ja": "小さな依頼に応じた人は、その後の大きな依頼にも応じやすい。",
        "en": "People who agree to a small request are more likely to agree to a larger one later."
      },
      "example": {
        "ja": "先に小さなステッカーを貼ることに応じた家庭は、後で大きな看板を庭に立てる依頼にも応じやすかった。",
        "en": "Households that first agreed to a small sticker were more likely to later accept a large sign in their yard."
      },
      "mechanism": {
        "ja": "一度行動すると、人は「自分はそういう人だ」と考え、その考えと一貫した行動を取ろうとする。ただし、多くの研究をまとめると効果は小さく、条件によって現れないこともある。",
        "en": "Acting once leads people to see themselves as that kind of person and act consistently. Reviews find the effect small and sometimes absent."
      },
      "webUse": {
        "ja": "申し込みフォームの1問目を、答えやすく自分の状況に関する質問にする。「無料で試す」「保存する」など小さな行動を先に置く。",
        "en": "Open a form with an easy question about the visitor’s situation. Put small actions such as \"try free\" or \"save\" first."
      },
      "pitfalls": {
        "ja": "小さな同意を積み重ねて、最初に示さなかった大きな契約へ誘導すると、利用者をだますことになる。最終的に何をお願いするかを、最初の画面で示す。",
        "en": "Stacking small yeses toward a big commitment you never disclosed is deception. Say up front what you will ultimately ask for."
      },
      "strength": "contested",
      "sources": [
        {
          "citation": "Freedman, J. L., & Fraser, S. C. (1966). Compliance without pressure: The foot-in-the-door technique. Journal of Personality and Social Psychology, 4(2), 195-202.",
          "finding": {
            "ja": "同じテーマの小さな依頼に先に応じていた家庭の76%が大きな看板の設置に同意し、いきなり依頼した家庭では17%だった。",
            "en": "76% of households that had agreed to a small related request accepted a large sign, compared with 17% asked directly."
          },
          "url": "https://doi.org/10.1037/h0023552"
        },
        {
          "citation": "Burger, J. M. (1999). The foot-in-the-door compliance procedure: A multiple-process analysis and review. Personality and Social Psychology Review, 3(4), 303-325.",
          "finding": {
            "ja": "多くの研究をまとめると効果は小さく、依頼の間隔や内容などの条件で結果が変わった。",
            "en": "Across studies the effect was small and depended on conditions such as timing and the nature of the requests."
          },
          "url": "https://doi.org/10.1207/s15327957pspr0304_2"
        }
      ]
    },
    {
      "url": "https://sakimyto.com/lab/cvr/learn/reciprocity",
      "id": "reciprocity",
      "chapter": "social",
      "name": {
        "ja": "返報性",
        "en": "Reciprocity"
      },
      "summary": {
        "ja": "何かをもらうと、お返しをしたくなる。",
        "en": "Receiving something makes people want to give back."
      },
      "example": {
        "ja": "試食をもらうと、何も買わずに立ち去りにくい。",
        "en": "After a free sample, walking away empty-handed feels awkward."
      },
      "mechanism": {
        "ja": "実験で、相手から飲み物をおごられた参加者は、その相手が売るくじ券を多く買った。レストランでは、会計のときにお菓子を添えるとチップが増えた。",
        "en": "Participants who received a soft drink from a stranger later bought more raffle tickets from him. In restaurants, adding candy to the bill increased tips."
      },
      "webUse": {
        "ja": "登録の前に、本当に役立つものを渡す。無料の診断結果、テンプレート、計算ツールなど、受け取った時点で価値が分かるものにする。",
        "en": "Give something genuinely useful before asking for sign-up: a free result, template, or calculator whose value is clear on receipt."
      },
      "pitfalls": {
        "ja": "贈り物の直後に強い見返りを求めると、贈り物ではなく取引に見える。資料と引き換えに個人情報を求めるなら、そのことを先に示す。",
        "en": "Demanding something right after a gift makes it look like a trade. If a download requires contact details, say so first."
      },
      "strength": "established",
      "sources": [
        {
          "citation": "Regan, D. T. (1971). Effects of a favor and liking on compliance. Journal of Experimental Social Psychology, 7(6), 627-639.",
          "finding": {
            "ja": "相手から飲み物をもらった参加者は、その相手からのくじ券の購入の依頼に多く応じた。",
            "en": "Participants given a soft drink bought more raffle tickets from the giver."
          },
          "url": "https://doi.org/10.1016/0022-1031(71)90025-4"
        },
        {
          "citation": "Strohmetz, D. B., Rind, B., Fisher, R., & Lynn, M. (2002). Sweetening the till: The use of candy to increase restaurant tipping. Journal of Applied Social Psychology, 32(2), 300-309.",
          "finding": {
            "ja": "会計のときにお菓子を添えると、添えない場合よりチップが増えた。",
            "en": "Giving candy with the check increased tips compared with no candy."
          },
          "url": "https://doi.org/10.1111/j.1559-1816.2002.tb00216.x"
        }
      ],
      "classics": [
        {
          "source": "analects",
          "slug": "chapter-14-xian-wen-evaluating-conduct-and-restraint",
          "chapter": {
            "ja": "憲問篇：人物の判断と節度",
            "en": "Xian Wen: evaluating conduct and restraint"
          },
          "excerpt": "以德報德。",
          "connection": {
            "ja": "恩には恩で報いる、という一節。受け取った好意に応えたくなる返報性と重なる。",
            "en": "Repay kindness with kindness. It is reciprocity in four characters."
          }
        }
      ]
    },
    {
      "url": "https://sakimyto.com/lab/cvr/learn/scarcity",
      "id": "scarcity",
      "chapter": "social",
      "name": {
        "ja": "希少性",
        "en": "Scarcity"
      },
      "summary": {
        "ja": "数が少ないもの、期限が近いものほど、価値が高く見える。",
        "en": "Things that are scarce or about to expire look more valuable."
      },
      "example": {
        "ja": "瓶に2枚だけ残ったクッキーは、10枚入った瓶のクッキーより好ましく評価された。",
        "en": "Cookies from a jar with two left were rated more desirable than cookies from a jar with ten."
      },
      "mechanism": {
        "ja": "手に入りにくいものは、選ぶ自由を失いそうだと感じさせ、それを取り戻したい気持ちを起こす。他の人が求めた結果として少なくなった場合に、評価が特に高くなった。",
        "en": "Scarcity threatens the freedom to choose and makes people want it back. Items that became scarce because others wanted them were rated highest."
      },
      "webUse": {
        "ja": "在庫や期限が実際にある場合に限って、正確な数と期限を表示する。カウントダウンは実際の締め切りと一致させる。",
        "en": "Show exact stock and deadlines only when they are real. Keep countdowns tied to actual cutoffs."
      },
      "pitfalls": {
        "ja": "終わらないカウントダウンや根拠のない「残りわずか」は、ダークパターンの代表例で、ECサイトの調査でも多く見つかっている。発覚すれば信頼を失う。",
        "en": "Resetting timers and baseless \"only a few left\" labels are textbook dark patterns that turn up frequently in e-commerce audits. Discovery costs trust."
      },
      "strength": "established",
      "sources": [
        {
          "citation": "Worchel, S., Lee, J., & Adewole, A. (1975). Effects of supply and demand on ratings of object value. Journal of Personality and Social Psychology, 32(5), 906-914.",
          "finding": {
            "ja": "少ない瓶のクッキーは多い瓶より好ましく評価され、他の人の需要で減った場合に最も高く評価された。",
            "en": "Cookies from a scarce jar were rated more desirable, especially when scarcity came from others’ demand."
          },
          "url": "https://doi.org/10.1037/0022-3514.32.5.906"
        },
        {
          "citation": "Lynn, M. (1991). Scarcity effects on value: A quantitative review of the commodity theory literature. Psychology & Marketing, 8(1), 43-57.",
          "finding": {
            "ja": "研究をまとめた量的レビューで、希少性が対象の価値の評価を高める傾向を確認した。",
            "en": "A quantitative review found that scarcity tends to raise perceived value."
          },
          "url": "https://doi.org/10.1002/mar.4220080105"
        }
      ],
      "classics": [
        {
          "source": "laozi",
          "slug": "chapter-03-incentives-that-intensify-rivalry",
          "chapter": {
            "ja": "第3章：競争を煽る仕組み",
            "en": "Incentives that intensify rivalry"
          },
          "excerpt": "不貴難得之貨，使民不為盜。",
          "connection": {
            "ja": "手に入りにくい品を尊ばなければ、人は盗みをしない、という一節。希少性が欲しい気持ちを強めることを裏から述べており、根拠のない希少性を演出しない理由にもなる。",
            "en": "Do not prize goods that are hard to get, and people will not steal. It states scarcity’s pull in reverse, and is a reason not to fake it."
          }
        }
      ]
    },
    {
      "url": "https://sakimyto.com/lab/cvr/learn/dark-patterns",
      "id": "dark-patterns",
      "chapter": "ethics",
      "name": {
        "ja": "ダークパターン",
        "en": "Dark patterns"
      },
      "summary": {
        "ja": "利用者をだましたり、意図しない選択へ誘導したりする画面の設計。",
        "en": "Interface designs that deceive users or steer them into choices they did not intend."
      },
      "example": {
        "ja": "解約ボタンを見つけにくくする、勝手にカートへ商品を入れる、終わらないカウントダウンを表示する。",
        "en": "Hiding the cancel button, sneaking items into the cart, showing a countdown that never ends."
      },
      "mechanism": {
        "ja": "この座学で扱う心理効果を、利用者の不利益になる向きに使うと、ダークパターンになる。約1万1千のショッピングサイトを調べた研究では、約11%のサイトで1,818件のダークパターンが見つかった。",
        "en": "Using the effects in this course against users instead of for them produces dark patterns. A crawl of about 11,000 shopping sites found 1,818 instances on roughly 11% of them."
      },
      "webUse": {
        "ja": "このサイトの各パターンには「逆効果になる条件」を書いている。施策を出す前に、利用者が後で事実を知っても納得するかを確かめる。解約・拒否・変更を、申し込みと同じ手間でできるようにする。",
        "en": "Every pattern on this site lists when it backfires. Before shipping, ask whether users would still agree if they later learned everything. Make canceling, declining, and changing as easy as signing up."
      },
      "pitfalls": {
        "ja": "短期のCVRが上がっても、返品、解約、問い合わせ、規制による処分で失うものが大きい。",
        "en": "A short-term conversion lift can be outweighed by returns, cancellations, support load, and regulatory action."
      },
      "strength": "established",
      "sources": [
        {
          "citation": "Mathur, A., Acar, G., Friedman, M. J., Lucherini, E., Mayer, J., Chetty, M., & Narayanan, A. (2019). Dark patterns at scale: Findings from a crawl of 11K shopping websites. Proceedings of the ACM on Human-Computer Interaction, 3(CSCW), Article 81.",
          "finding": {
            "ja": "約1万1千のショッピングサイトのうち1,254サイト（約11.1%）で、15種類・1,818件のダークパターンを見つけた。",
            "en": "Found 1,818 dark-pattern instances of 15 types on 1,254 of about 11,000 shopping sites (about 11.1%)."
          },
          "url": "https://doi.org/10.1145/3359183"
        },
        {
          "citation": "Brignull, H. Deceptive Patterns (formerly darkpatterns.org).",
          "finding": {
            "ja": "2010年に「ダークパターン」という言葉を提案した著者が、類型と事例を公開している。",
            "en": "The author who coined \"dark patterns\" in 2010 maintains a catalog of types and cases."
          },
          "url": "https://www.deceptive.design/"
        },
        {
          "citation": "Regulation (EU) 2022/2065 (Digital Services Act), Article 25.",
          "finding": {
            "ja": "オンラインプラットフォームに、利用者をだましたり操作したりして、自由な判断を損なう画面の設計を禁じた。",
            "en": "Prohibits online platforms from designing interfaces that deceive or manipulate users or impair their free and informed decisions."
          },
          "url": "https://eur-lex.europa.eu/eli/reg/2022/2065/oj"
        },
        {
          "citation": "Federal Trade Commission (2022). Bringing Dark Patterns to Light. Staff report.",
          "finding": {
            "ja": "2022年9月の職員報告で、ダークパターンの類型と、企業への推奨事項をまとめた。",
            "en": "A September 2022 staff report describing common dark patterns and recommendations for businesses."
          },
          "url": "https://www.ftc.gov/reports/bringing-dark-patterns-light"
        },
        {
          "citation": "消費者庁. 令和3年特定商取引法・預託法等改正.",
          "finding": {
            "ja": "2022年6月施行の改正で、通信販売の最終確認画面に分量・価格・支払時期などの表示を義務づけ、誤認させる表示を禁じた。",
            "en": "Japan’s amendment effective June 2022 requires the final confirmation screen of online sales to show quantity, price, and payment terms, and bans misleading displays there."
          },
          "url": "https://www.caa.go.jp/policies/policy/consumer_transaction/amendment/2021/"
        }
      ],
      "classics": [
        {
          "source": "sunzi",
          "slug": "chapter-07-maneuvering-speed-and-support",
          "chapter": {
            "ja": "軍争篇：速さと補給",
            "en": "Maneuvering: speed and support"
          },
          "excerpt": "圍師必闕，窮寇勿迫。",
          "connection": {
            "ja": "包囲した相手には逃げ道を残し、追い詰めた相手に迫りすぎない、という一節。解約や拒否の出口を残す設計と重なる。",
            "en": "Leave a surrounded army a way out; do not press a cornered foe. Always leave users an exit to cancel or decline."
          }
        },
        {
          "source": "analects",
          "slug": "chapter-15-wei-ling-gong-correction-and-judgment",
          "chapter": {
            "ja": "衛霊公篇：修正と判断",
            "en": "Wei Ling Gong: correction and judgment"
          },
          "excerpt": "己所不欲，勿施於人。",
          "connection": {
            "ja": "自分が望まないことを人にしない、という一節。施策を出す前に、自分が利用者ならその設計を受け入れるかを確かめる問いになる。",
            "en": "Do not do to others what you would not want for yourself. Before shipping, ask whether you would accept the design as a user."
          }
        }
      ]
    },
    {
      "url": "https://sakimyto.com/lab/cvr/learn/premium-regulation",
      "id": "premium-regulation",
      "chapter": "ethics",
      "name": {
        "ja": "景品表示法の景品規制",
        "en": "Japan’s premium regulations"
      },
      "summary": {
        "ja": "日本で、購入などを条件に景品を出す場合は、景品表示法で金額の上限が決まっている。",
        "en": "In Japan, prizes tied to a purchase are capped by the Act against Unjustifiable Premiums and Misleading Representations."
      },
      "example": {
        "ja": "「購入者から抽選で」の懸賞と、「購入者全員に」のプレゼントでは、上限の決め方が違う。",
        "en": "\"A draw among buyers\" and \"a gift for every buyer\" have different caps."
      },
      "mechanism": {
        "ja": "購入などを条件に抽選で景品を出す一般懸賞では、最高額は取引価額5,000円未満なら20倍、5,000円以上なら10万円で、総額は売上予定総額の2%まで。全員に出す総付景品は、取引価額1,000円未満なら200円、1,000円以上なら取引価額の10分の2まで。購入を条件としないオープン懸賞には上限の定めがない。異なる絵柄をそろえると景品がもらえる「カード合わせ」は禁止されている。",
        "en": "For purchase-linked prize draws, the top prize is 20 times the transaction value under ¥5,000 and ¥100,000 at ¥5,000 or more, with a total of 2% of expected sales. Gifts to every buyer are capped at ¥200 under ¥1,000 and 20% of the transaction value at ¥1,000 or more. Open draws with no purchase requirement have no cap. Collect-the-set prizes, kard awase, are banned."
      },
      "webUse": {
        "ja": "ゲームのクリア特典、スクラッチ、診断後のクーポンは、購入が条件かどうか、抽選か全員かで上限が変わる。企画の段階で、消費者庁の資料と最新の告示を確認する。",
        "en": "Game rewards, scratch cards, and post-quiz coupons fall under different caps depending on whether a purchase is required and whether everyone wins. Check the Consumer Affairs Agency guidance and current notices while planning."
      },
      "pitfalls": {
        "ja": "このページは制度の概要で、法的な助言ではない。個別の企画は、消費者庁の窓口や専門家に確認する。",
        "en": "This page summarizes the rules and is not legal advice. Confirm individual campaigns with the agency or a specialist."
      },
      "strength": "law",
      "sources": [
        {
          "citation": "消費者庁. 景品規制の概要.",
          "finding": {
            "ja": "一般懸賞・共同懸賞・総付景品の限度額と、オープン懸賞に上限の定めがないことを示している。",
            "en": "Sets out caps for general draws, joint draws, and gifts to all buyers, and notes that open draws have no cap."
          },
          "url": "https://www.caa.go.jp/policies/policy/representation/fair_labeling/premium_regulation/"
        },
        {
          "citation": "消費者庁. インターネット上の取引と「カード合わせ」に関するQ&A.",
          "finding": {
            "ja": "2012年5月、オンラインゲームの「コンプガチャ」が告示で禁じる「カード合わせ」に当たるという見解を示した。",
            "en": "In May 2012 the agency stated that online \"complete gacha\" mechanics are prohibited kard awase."
          },
          "url": "https://www.caa.go.jp/policies/policy/representation/fair_labeling/faq/card"
        }
      ]
    }
  ],
  "patterns": [
    {
      "url": "https://sakimyto.com/lab/cvr/patterns/tactile-cta",
      "id": "tactile-cta",
      "stage": "attract",
      "name": {
        "ja": "押すと沈むCTA",
        "en": "Tactile CTA"
      },
      "point": {
        "ja": "押すとすぐにボタンが沈み、指を離すと少し弾んで戻る。押せることと押したことが、同時に分かる。",
        "en": "The button sinks the instant it is pressed and springs back on release, showing both that it can be pressed and that it was."
      },
      "steps": [
        {
          "ja": "押されてから0.1秒以内に、影を消してボタンを少し縮める。",
          "en": "On press, within 0.1 seconds, drop the shadow and shrink the button slightly."
        },
        {
          "ja": "離したら元の大きさへ戻し、処理中は文言を「送信中」などに変える。",
          "en": "Restore the size on release and change the label, for example to \"Sending,\" while processing."
        },
        {
          "ja": "動きを減らす設定では、色と文言の変化だけにする。",
          "en": "With reduced motion, change only color and label."
        }
      ],
      "theoryIds": [
        "game-feel",
        "response-time",
        "fitts-law"
      ],
      "demoIds": [
        "bubbleWrap",
        "popIt"
      ],
      "metric": {
        "ja": "CTAのクリック率",
        "en": "CTA click-through rate"
      },
      "guardrail": {
        "ja": "二重送信の件数",
        "en": "Duplicate submissions"
      },
      "pitfalls": {
        "ja": "押せない状態のボタンまで動かすと、押せるように見えてしまう。無効なボタンは動かさない。",
        "en": "Animating disabled buttons makes them look pressable. Keep disabled buttons still."
      },
      "effort": "low"
    },
    {
      "url": "https://sakimyto.com/lab/cvr/patterns/blurred-answer",
      "id": "blurred-answer",
      "stage": "attract",
      "name": {
        "ja": "ぼかした答え",
        "en": "Blurred answer"
      },
      "point": {
        "ja": "診断結果の見出しだけが読め、本文はぼかされている。答えがあることだけが先に分かる。",
        "en": "Only the headline of the result is readable and the rest is blurred, so people know an answer is waiting."
      },
      "steps": [
        {
          "ja": "入力が終わった直後に、結果の見出しだけを表示する。",
          "en": "Right after input, show only the headline of the result."
        },
        {
          "ja": "詳しい内容はぼかし、見るための操作を1つだけ示す。",
          "en": "Blur the details and offer a single action to reveal them."
        },
        {
          "ja": "操作されたら、待たせずに全文を表示する。",
          "en": "Reveal the full result immediately when asked."
        }
      ],
      "theoryIds": [
        "curiosity-gap",
        "reciprocity"
      ],
      "demoIds": [
        "magicEightBall",
        "colorGuess"
      ],
      "metric": {
        "ja": "結果の表示率",
        "en": "Result reveal rate"
      },
      "guardrail": {
        "ja": "結果を見た後の直帰率",
        "en": "Bounce rate after the reveal"
      },
      "pitfalls": {
        "ja": "答えを見るためにメールアドレスの登録を必須にすると、答えを人質にすることになる。答えは必ず渡し、登録は任意にする。",
        "en": "Requiring an email to see the answer holds it hostage. Always deliver the answer and keep sign-up optional."
      },
      "effort": "low"
    },
    {
      "url": "https://sakimyto.com/lab/cvr/patterns/instant-estimate",
      "id": "instant-estimate",
      "stage": "attract",
      "name": {
        "ja": "動かすと変わる見積もり",
        "en": "Live estimate"
      },
      "point": {
        "ja": "スライダーを動かすと、料金や節約額がその場で書き換わる。",
        "en": "Moving a slider rewrites the price or savings on the spot."
      },
      "steps": [
        {
          "ja": "結果を大きく左右する条件を1〜3個に絞り、スライダーや選択肢にする。",
          "en": "Pick the one to three inputs that matter most and turn them into sliders or options."
        },
        {
          "ja": "値を変えたらすぐに結果を更新し、計算の前提を下に書く。",
          "en": "Update the result immediately and state the assumptions below it."
        },
        {
          "ja": "結果の横にCTAを置き、条件を持ち越して申し込めるようにする。",
          "en": "Place the CTA beside the result and carry the inputs into sign-up."
        }
      ],
      "theoryIds": [
        "response-time",
        "self-determination-theory",
        "ikea-effect"
      ],
      "demoIds": [
        "infiniteKnob",
        "colorMixer"
      ],
      "metric": {
        "ja": "操作した人の申し込み率",
        "en": "Sign-up rate among people who adjusted it"
      },
      "guardrail": {
        "ja": "見積もりと請求額の差に関する問い合わせ",
        "en": "Support requests about estimate versus invoice"
      },
      "pitfalls": {
        "ja": "安く見える条件だけを初期値にすると、申し込んだ後の金額との差で不信を招く。",
        "en": "Defaulting to the cheapest-looking inputs breeds distrust when the real price arrives."
      },
      "effort": "medium"
    },
    {
      "url": "https://sakimyto.com/lab/cvr/patterns/scratch-reveal",
      "id": "scratch-reveal",
      "stage": "attract",
      "name": {
        "ja": "こすって開く特典",
        "en": "Scratch to reveal"
      },
      "point": {
        "ja": "銀色の面をこすると、下の特典が少しずつ現れる。",
        "en": "Rubbing a silver panel gradually uncovers the offer underneath."
      },
      "steps": [
        {
          "ja": "特典を全員に同じものを出すのか、抽選にするのかを先に決める。",
          "en": "Decide first whether everyone gets the same perk or it is a draw."
        },
        {
          "ja": "こする操作は数秒で終わる量にし、ボタンで一度に開く方法も用意する。",
          "en": "Keep scratching to a few seconds and offer a button that reveals everything at once."
        },
        {
          "ja": "開いた結果を保存し、読み込み直しても同じ結果を表示する。",
          "en": "Store the result so reloading shows the same outcome."
        }
      ],
      "theoryIds": [
        "variable-reward",
        "curiosity-gap",
        "premium-regulation"
      ],
      "demoIds": [
        "coinFlip",
        "diceRoller"
      ],
      "metric": {
        "ja": "特典の利用率",
        "en": "Offer redemption rate"
      },
      "guardrail": {
        "ja": "特典目当ての返品率",
        "en": "Returns driven by the offer"
      },
      "pitfalls": {
        "ja": "購入を条件にした抽選は、景品表示法の上限を受ける。当たりの確率と内容を明示する。",
        "en": "Purchase-linked draws fall under Japan’s premium caps. State the odds and prizes clearly."
      },
      "effort": "medium"
    },
    {
      "url": "https://sakimyto.com/lab/cvr/patterns/ten-second-challenge",
      "id": "ten-second-challenge",
      "stage": "attract",
      "name": {
        "ja": "10秒チャレンジ",
        "en": "Ten-second challenge"
      },
      "point": {
        "ja": "制限時間の短いミニゲームが、ページを開いてすぐに遊べる。",
        "en": "A short timed mini-game is playable the moment the page opens."
      },
      "steps": [
        {
          "ja": "製品の価値に関係する操作を、10秒ほどで終わるゲームにする。",
          "en": "Turn an action related to the product’s value into a game that ends in about ten seconds."
        },
        {
          "ja": "ルールの説明は1文にし、最初の操作でゲームが始まるようにする。",
          "en": "Explain the rules in one sentence and start the game on the first input."
        },
        {
          "ja": "結果の画面で、遊んだ内容と製品の関係を説明する。",
          "en": "Use the result screen to connect what they just did to the product."
        }
      ],
      "theoryIds": [
        "flow",
        "goal-setting",
        "game-feel",
        "mda-framework"
      ],
      "demoIds": [
        "reactionTimer",
        "whackAMole",
        "aimTrainer"
      ],
      "metric": {
        "ja": "ゲームの開始率と、結果の画面からの遷移率",
        "en": "Game start rate and click-through from the result screen"
      },
      "guardrail": {
        "ja": "ゲームだけ遊んで離脱した割合",
        "en": "Share who play and leave"
      },
      "pitfalls": {
        "ja": "製品と関係のないゲームは、遊ばれても申し込みにつながらない。ゲームで主な導線をふさがない。",
        "en": "A game unrelated to the product gets played without converting. Never let it block the main path."
      },
      "effort": "high"
    },
    {
      "url": "https://sakimyto.com/lab/cvr/patterns/real-counter",
      "id": "real-counter",
      "stage": "attract",
      "name": {
        "ja": "実数のカウンター",
        "en": "Real usage counter"
      },
      "point": {
        "ja": "「今月1,240社が利用」の数字が、集計期間の注記と一緒に表示される。",
        "en": "A figure such as \"1,240 teams this month\" appears with its counting period."
      },
      "steps": [
        {
          "ja": "実際に集計できる数字（利用者数、導入数、完了数）を選ぶ。",
          "en": "Choose a number you can actually count: users, customers, completions."
        },
        {
          "ja": "数字の横に、集計期間と更新日を書く。",
          "en": "Put the counting period and update date next to it."
        },
        {
          "ja": "業種や地域など、閲覧者に近い集団の数字があればそれを優先する。",
          "en": "Prefer figures from groups close to the visitor, such as the same industry or region."
        }
      ],
      "theoryIds": [
        "social-proof"
      ],
      "demoIds": [],
      "metric": {
        "ja": "CTAのクリック率",
        "en": "CTA click-through rate"
      },
      "guardrail": {
        "ja": "数字の根拠に関する問い合わせ",
        "en": "Questions about where the number comes from"
      },
      "pitfalls": {
        "ja": "数字の水増しや、ランダムな「閲覧中」の表示は不当表示になり得る。数字が小さい時期は表示しない。",
        "en": "Inflated figures and random \"viewing now\" counters can be unlawful. Hold off while numbers are small."
      },
      "effort": "low"
    },
    {
      "url": "https://sakimyto.com/lab/cvr/patterns/tiny-first-choice",
      "id": "tiny-first-choice",
      "stage": "attract",
      "name": {
        "ja": "最初の小さな選択",
        "en": "Tiny first choice"
      },
      "point": {
        "ja": "ページの冒頭で2択の質問に答えると、答えに合った内容が開く。",
        "en": "Answering a two-option question at the top opens content that fits the answer."
      },
      "steps": [
        {
          "ja": "訪問者が迷わず答えられる、自分の状況についての2択を置く。",
          "en": "Ask an easy two-option question about the visitor’s situation."
        },
        {
          "ja": "答えに合わせて、次に読む内容や推奨を切り替える。",
          "en": "Switch the following content or recommendation to match the answer."
        },
        {
          "ja": "答えを、申し込みフォームの初期値に引き継ぐ。",
          "en": "Carry the answer into the sign-up form as a default."
        }
      ],
      "theoryIds": [
        "commitment-consistency",
        "fogg-behavior-model",
        "self-determination-theory"
      ],
      "demoIds": [
        "rockPaperScissors"
      ],
      "metric": {
        "ja": "質問の回答率と、その後のCTAクリック率",
        "en": "Answer rate and CTA click-through afterward"
      },
      "guardrail": {
        "ja": "回答した人の直帰率",
        "en": "Bounce rate among people who answered"
      },
      "pitfalls": {
        "ja": "答えによって価格を上げるなど不利な扱いをすると、不信につながる。答えは表示する内容の調整だけに使う。",
        "en": "Using answers against people, such as raising prices, breeds distrust. Use them only to tailor content."
      },
      "effort": "low"
    },
    {
      "url": "https://sakimyto.com/lab/cvr/patterns/head-start-progress",
      "id": "head-start-progress",
      "stage": "start",
      "name": {
        "ja": "先に進んだ進捗バー",
        "en": "Head-start progress bar"
      },
      "point": {
        "ja": "登録直後のプロフィールが「2/6完了」から始まり、残りが1つずつ埋まっていく。",
        "en": "A new profile starts at \"2 of 6 done\" and the remaining steps fill in one by one."
      },
      "steps": [
        {
          "ja": "すでに終えた手順（アカウント作成、メールの確認）を進捗に数える。",
          "en": "Count steps already finished, such as creating the account and confirming email."
        },
        {
          "ja": "残りの手順を、短く終わる順に並べる。",
          "en": "Order the remaining steps from quickest to longest."
        },
        {
          "ja": "1つ終わるたびにバーを伸ばし、残りの数を更新する。",
          "en": "Extend the bar and update the remaining count after each step."
        }
      ],
      "theoryIds": [
        "endowed-progress",
        "goal-gradient"
      ],
      "demoIds": [],
      "metric": {
        "ja": "オンボーディングの完了率",
        "en": "Onboarding completion rate"
      },
      "guardrail": {
        "ja": "完了から7日後の継続率",
        "en": "Retention seven days after completion"
      },
      "pitfalls": {
        "ja": "利用者が終えていない手順を「完了」と表示しない。",
        "en": "Never mark steps as done that the user has not completed."
      },
      "fit": {
        "audience": {
          "ja": "登録のあとにプロフィールの入力や初期設定など、いくつかの手順が続くWebサービスやSaaS。対象は登録したばかりの利用者。",
          "en": "Web services and SaaS products where several steps, such as filling in a profile or initial setup, follow sign-up. It is for people who have just signed up."
        },
        "useWhen": {
          "ja": "利用者が実際に終えた手順（アカウント作成、メールの確認など）が1つ以上あり、残りを1つずつ数えられる手順に分けられるとき。",
          "en": "When people have really finished at least one step, such as creating an account or confirming email, and the rest can be split into steps you can count one by one."
        },
        "avoidWhen": {
          "ja": "終えた手順がない、または手順を数えられないときは使わない。進んだように見せるだけになる。完了の直後は行動が落ちやすいので、完了の画面で次の行動を示さないと、完了したところで利用が止まる。",
          "en": "Do not use it when nothing has been finished yet or the steps cannot be counted, because the progress would only be for show. Activity tends to drop right after completion, so without a next action on the completion screen, use can stop there."
        },
        "measurement": {
          "ja": "主な指標は、同じ期間に登録した人のうち、決めた日数のうちに残りの手順をすべて終えた人の割合。表示の前後の期間で比べず、同じ期間に、先に進んだ表示と0から数える表示を分けて比べる。このとき、残りの手順の数は両方でそろえる。悪化を見張る継続率は、完了した人だけを分母にした値と、登録した人全員を分母にした値の両方を見る。完了した人が増えると、完了した人だけの継続率は下がって見えることがある。",
          "en": "The main metric is the share of people who signed up in the same period and finished all remaining steps within a set number of days. Compare a head-start display with a count-from-zero display in the same period, not before and after the change, and keep the number of remaining steps the same in both. For the retention guardrail, look at both the rate among people who completed and the rate among everyone who signed up. When more people complete, retention among completers alone can look lower."
        },
        "evidenceLimit": {
          "ja": "授かり進捗効果の根拠は、洗車場のスタンプカードを使った1件の実験（Nunes & Drèze, 2006）で、座学での判定は「限定的」。目標勾配はカフェのスタンプカードやStack Overflowのバッジでも確かめられている。Webのオンボーディングで同じ効果が出るかは、当サイトでは確かめていない。",
          "en": "The endowed progress effect rests on one car-wash stamp-card experiment (Nunes & Drèze, 2006), rated \"limited\" in the lesson. The goal-gradient effect has also been observed with café stamp cards and Stack Overflow badges. This site has not tested whether the same effect appears in web onboarding."
        },
        "alternatives": [
          {
            "patternId": "setup-checklist",
            "when": {
              "ja": "価値を感じるまでの手順を一覧で見せ、途中でやめた人にも次に来たとき同じ一覧を出したいとき",
              "en": "When you want to list the steps to first value and show the same list when people come back after stopping"
            }
          },
          {
            "patternId": "step-indicator",
            "when": {
              "ja": "終えた手順がまだなく、残りの段階と時間を先に示したいとき",
              "en": "When nothing is finished yet and you want to show the remaining steps and time up front"
            }
          },
          {
            "patternId": "light-finish",
            "when": {
              "ja": "終盤の手順の入力を減らせるとき",
              "en": "When you can reduce the input in the last steps"
            }
          }
        ]
      },
      "effort": "low"
    },
    {
      "url": "https://sakimyto.com/lab/cvr/patterns/easy-first-question",
      "id": "easy-first-question",
      "stage": "start",
      "name": {
        "ja": "答えやすい1問目",
        "en": "Easy first question"
      },
      "point": {
        "ja": "フォームの1問目が、名前やメールではなく、目的を選ぶボタンになっている。",
        "en": "The first form question is a set of buttons for choosing a goal, not a name or email field."
      },
      "steps": [
        {
          "ja": "1問目は、選ぶだけで答えられる質問にする。",
          "en": "Make the first question answerable with a single tap."
        },
        {
          "ja": "連絡先の入力は、価値が伝わった後の段階に移す。",
          "en": "Move contact fields to a later step, after the value is clear."
        },
        {
          "ja": "回答ごとに進捗を進め、戻って修正できるようにする。",
          "en": "Advance progress with each answer and allow going back to edit."
        }
      ],
      "theoryIds": [
        "commitment-consistency",
        "fogg-behavior-model"
      ],
      "demoIds": [],
      "metric": {
        "ja": "フォームの開始率と完了率",
        "en": "Form start and completion rates"
      },
      "guardrail": {
        "ja": "最後の段階での離脱率",
        "en": "Drop-off at the final step"
      },
      "pitfalls": {
        "ja": "最後に予告していない入力（電話番号の必須など）が出ると、そこで離脱が増える。必要な項目の数を最初に示す。",
        "en": "Surprise fields at the end, such as a required phone number, cause drop-off. State how many questions there are up front."
      },
      "effort": "low"
    },
    {
      "url": "https://sakimyto.com/lab/cvr/patterns/recommended-default",
      "id": "recommended-default",
      "stage": "start",
      "name": {
        "ja": "理由つきの初期値",
        "en": "Explained default"
      },
      "point": {
        "ja": "3つのプランのうち1つが選ばれた状態で表示され、「多くのチームが選んでいます」という理由が添えられている。",
        "en": "One of three plans is preselected with a reason: \"Most teams choose this.\""
      },
      "steps": [
        {
          "ja": "データや根拠をもとに、多くの人に合う選択肢を初期値にする。",
          "en": "Preselect the option that fits most people, based on data."
        },
        {
          "ja": "初期値にした理由を1文で添える。",
          "en": "Explain the choice in one sentence."
        },
        {
          "ja": "他の選択肢へ1回の操作で変えられるようにする。",
          "en": "Let people switch with a single action."
        }
      ],
      "theoryIds": [
        "default-effect",
        "choice-overload",
        "social-proof"
      ],
      "demoIds": [],
      "metric": {
        "ja": "推奨プランの選択率と申し込み率",
        "en": "Selection and sign-up rate for the recommended plan"
      },
      "guardrail": {
        "ja": "プランの変更・ダウングレードの率",
        "en": "Plan change and downgrade rate"
      },
      "pitfalls": {
        "ja": "根拠なく高いプランを初期値にしたり、有料オプションを選択済みにしたりすると、ダークパターンになる。",
        "en": "Preselecting a pricier plan without reason, or paid add-ons, is a dark pattern."
      },
      "effort": "low"
    },
    {
      "url": "https://sakimyto.com/lab/cvr/patterns/three-options",
      "id": "three-options",
      "stage": "start",
      "name": {
        "ja": "3つに絞った選択肢",
        "en": "Three to start"
      },
      "point": {
        "ja": "最初の画面には3つだけが並び、「すべて見る」で残りが開く。",
        "en": "The first screen shows only three options, with \"see all\" for the rest."
      },
      "steps": [
        {
          "ja": "利用目的ごとに、代表的な3つを選ぶ。",
          "en": "Pick three representative options by use case."
        },
        {
          "ja": "3つの違いを1行で比べられるようにする。",
          "en": "Make the differences comparable in one line each."
        },
        {
          "ja": "全件と絞り込みは、後から開ける場所に置く。",
          "en": "Keep the full list and filters one step away."
        }
      ],
      "theoryIds": [
        "choice-overload",
        "default-effect"
      ],
      "demoIds": [],
      "metric": {
        "ja": "選択の完了率",
        "en": "Choice completion rate"
      },
      "guardrail": {
        "ja": "「すべて見る」から選んだ人の返品・解約の率",
        "en": "Returns and cancellations among people who chose from \"see all\""
      },
      "pitfalls": {
        "ja": "詳しい利用者には足りなく感じられる。全件へのリンクを隠さない。",
        "en": "Experts may feel short-changed. Never hide the link to the full list."
      },
      "effort": "low"
    },
    {
      "url": "https://sakimyto.com/lab/cvr/patterns/setup-checklist",
      "id": "setup-checklist",
      "stage": "start",
      "name": {
        "ja": "始め方のチェックリスト",
        "en": "Setup checklist"
      },
      "point": {
        "ja": "初回の画面に5項目のチェックリストがあり、終えた項目に印が付いていく。",
        "en": "A five-item checklist on the first screen ticks off as items are done."
      },
      "steps": [
        {
          "ja": "製品の価値を感じるまでに必要な手順を、3〜5個にまとめる。",
          "en": "Reduce the path to first value to three to five steps."
        },
        {
          "ja": "各項目に所要時間を書き、1回の操作で該当の画面へ移れるようにする。",
          "en": "Show the time each takes and link straight to the right screen."
        },
        {
          "ja": "途中でやめても、次に来たときに同じリストを表示する。",
          "en": "Show the same list on the next visit if people stop midway."
        }
      ],
      "theoryIds": [
        "zeigarnik-ovsiankina",
        "goal-gradient",
        "goal-setting"
      ],
      "demoIds": [],
      "metric": {
        "ja": "チェックリストの完了率",
        "en": "Checklist completion rate"
      },
      "guardrail": {
        "ja": "チェックリストを閉じた割合",
        "en": "Share who dismiss the checklist"
      },
      "pitfalls": {
        "ja": "項目が多すぎると、未完了の数が負担に見える。閉じる・後でやるを選べるようにする。",
        "en": "Too many items make the unfinished count feel heavy. Let people dismiss or postpone it."
      },
      "effort": "medium"
    },
    {
      "url": "https://sakimyto.com/lab/cvr/patterns/try-before-signup",
      "id": "try-before-signup",
      "stage": "start",
      "name": {
        "ja": "登録前に試せる",
        "en": "Try before sign-up"
      },
      "point": {
        "ja": "登録ボタンの前に、実際の機能を1回だけ使える。",
        "en": "People can use the real feature once before the sign-up button."
      },
      "steps": [
        {
          "ja": "製品の中心になる機能を、登録なしで1回使える形にする。",
          "en": "Make the core feature usable once without an account."
        },
        {
          "ja": "使った結果を保存する手段として、登録を提案する。",
          "en": "Offer sign-up as the way to save the result."
        },
        {
          "ja": "登録しなくても、その場で結果を見られるようにする。",
          "en": "Let people see the result right away without signing up."
        }
      ],
      "theoryIds": [
        "reciprocity",
        "ikea-effect",
        "fogg-behavior-model"
      ],
      "demoIds": [
        "gradientGenerator",
        "typographyExplorer"
      ],
      "metric": {
        "ja": "試した人の登録率",
        "en": "Sign-up rate after trying"
      },
      "guardrail": {
        "ja": "試用の負荷（サーバー費用、不正利用）",
        "en": "Trial cost and abuse"
      },
      "pitfalls": {
        "ja": "「登録しないと結果を消す」と迫るのは、損失回避の悪用になる。",
        "en": "Threatening to delete the result unless people register exploits loss aversion."
      },
      "effort": "high"
    },
    {
      "url": "https://sakimyto.com/lab/cvr/patterns/thumb-zone-cta",
      "id": "thumb-zone-cta",
      "stage": "start",
      "name": {
        "ja": "親指の届くCTA",
        "en": "Thumb-zone CTA"
      },
      "point": {
        "ja": "スマホの画面の下に、押しやすい大きさのボタンが固定されている。",
        "en": "A comfortably large button stays fixed at the bottom of a phone screen."
      },
      "steps": [
        {
          "ja": "主な操作を画面の下に固定し、高さを48px以上にする。",
          "en": "Pin the main action to the bottom and make it at least 48px tall."
        },
        {
          "ja": "本文を読む妨げにならないよう、固定するボタンは1つだけにする。",
          "en": "Pin only one button so reading is not obstructed."
        },
        {
          "ja": "キーボードの表示中や入力中は隠す。",
          "en": "Hide it while the keyboard is open or the user is typing."
        }
      ],
      "theoryIds": [
        "fitts-law",
        "fogg-behavior-model"
      ],
      "demoIds": [],
      "metric": {
        "ja": "スマホでのCTAクリック率",
        "en": "Mobile CTA click-through rate"
      },
      "guardrail": {
        "ja": "誤タップの後の戻る操作",
        "en": "Back navigation after accidental taps"
      },
      "pitfalls": {
        "ja": "固定のボタンが本文やリンクを隠すと、読みにくくなる。",
        "en": "A pinned button that covers text or links makes the page harder to read."
      },
      "effort": "low"
    },
    {
      "url": "https://sakimyto.com/lab/cvr/patterns/step-indicator",
      "id": "step-indicator",
      "stage": "progress",
      "name": {
        "ja": "段階と残り時間の表示",
        "en": "Steps and time left"
      },
      "point": {
        "ja": "「3/4 あと約1分」の表示が、手順を進めるたびに更新される。",
        "en": "A \"3 of 4, about 1 minute left\" indicator updates with every step."
      },
      "steps": [
        {
          "ja": "手順を3〜5段階に分け、現在地を示す。",
          "en": "Split the flow into three to five steps and mark the current one."
        },
        {
          "ja": "残りの所要時間を、実際にかかった時間の平均から出す。",
          "en": "Estimate time left from measured averages."
        },
        {
          "ja": "前の段階へ戻れるようにし、入力した内容を保つ。",
          "en": "Allow going back without losing input."
        }
      ],
      "theoryIds": [
        "goal-gradient",
        "goal-setting"
      ],
      "demoIds": [],
      "metric": {
        "ja": "フォームの完了率",
        "en": "Form completion rate"
      },
      "guardrail": {
        "ja": "各段階での離脱率",
        "en": "Drop-off at each step"
      },
      "pitfalls": {
        "ja": "「あと1分」が実際と大きく違うと、不信につながる。",
        "en": "A \"1 minute left\" that is far off breeds distrust."
      },
      "effort": "low"
    },
    {
      "url": "https://sakimyto.com/lab/cvr/patterns/light-finish",
      "id": "light-finish",
      "stage": "progress",
      "name": {
        "ja": "終盤ほど軽い手順",
        "en": "Lighter toward the end"
      },
      "point": {
        "ja": "段階が進むほど入力が減り、最後は確認のボタンを押すだけになる。",
        "en": "Each step asks for less, until the last one is a single confirm button."
      },
      "steps": [
        {
          "ja": "必須の入力を前半にまとめ、後半を確認や選択だけにする。",
          "en": "Group required fields early and leave only review and choices for later."
        },
        {
          "ja": "最後の段階を、1回の操作で終わる形にする。",
          "en": "Make the final step a single action."
        },
        {
          "ja": "完了の直前に、押すと何が起きるかを示す。",
          "en": "Just before completion, say what pressing the button will do."
        }
      ],
      "theoryIds": [
        "goal-gradient",
        "peak-end-rule"
      ],
      "demoIds": [],
      "metric": {
        "ja": "最後の段階の完了率",
        "en": "Completion rate at the final step"
      },
      "guardrail": {
        "ja": "最初の段階での離脱率",
        "en": "Drop-off at the first step"
      },
      "pitfalls": {
        "ja": "前半を重くしすぎると、最初の段階で離脱する。重い入力は、価値が伝わった後に置く。",
        "en": "Overloading the start drives people away early. Put heavy input after the value is clear."
      },
      "effort": "medium"
    },
    {
      "url": "https://sakimyto.com/lab/cvr/patterns/inline-validation",
      "id": "inline-validation",
      "stage": "progress",
      "name": {
        "ja": "その場での入力確認",
        "en": "Inline validation"
      },
      "point": {
        "ja": "入力欄を離れるとすぐに、正しい入力には印が、誤りには直し方が表示される。",
        "en": "Leaving a field shows a check for valid input or a fix for errors, right away."
      },
      "steps": [
        {
          "ja": "入力欄を離れた時点で確認し、送信まで待たせない。",
          "en": "Validate when the field loses focus, not only on submit."
        },
        {
          "ja": "誤りは、何をどう直すかを文で示す。",
          "en": "Say in words what to change and how."
        },
        {
          "ja": "入力の途中では、1文字ごとにエラーを出さない。",
          "en": "Do not flag errors on every keystroke while typing."
        }
      ],
      "theoryIds": [
        "response-time",
        "game-feel",
        "flow"
      ],
      "demoIds": [
        "typingRace",
        "wordle"
      ],
      "metric": {
        "ja": "フォームの送信成功率",
        "en": "Successful submission rate"
      },
      "guardrail": {
        "ja": "エラー表示の回数",
        "en": "Error messages shown"
      },
      "pitfalls": {
        "ja": "入力し終わる前にエラーを出すと、責められているように感じさせる。",
        "en": "Errors before people finish typing feel like scolding."
      },
      "effort": "low"
    },
    {
      "url": "https://sakimyto.com/lab/cvr/patterns/level-unlock",
      "id": "level-unlock",
      "stage": "progress",
      "name": {
        "ja": "段階的な機能の解放",
        "en": "Progressive unlock"
      },
      "point": {
        "ja": "基本の操作を1つ終えると、次の機能の鍵が開いて表示される。",
        "en": "Finishing one basic task unlocks and reveals the next feature."
      },
      "steps": [
        {
          "ja": "最初は基本の機能だけを見せる。",
          "en": "Show only the basics at first."
        },
        {
          "ja": "基本を使えた時点で、次の機能を案内する。",
          "en": "Introduce the next feature once the basics are used."
        },
        {
          "ja": "すべての機能は、設定から自分で開けるようにする。",
          "en": "Let people open every feature themselves from settings."
        }
      ],
      "theoryIds": [
        "flow",
        "self-determination-theory",
        "goal-setting"
      ],
      "demoIds": [
        "tetris",
        "2048"
      ],
      "metric": {
        "ja": "主要な機能の利用率",
        "en": "Adoption of key features"
      },
      "guardrail": {
        "ja": "機能の場所に関する問い合わせ",
        "en": "Support requests asking where features are"
      },
      "pitfalls": {
        "ja": "有料の機能を隠したまま申し込ませない。解放の条件を明示する。",
        "en": "Do not hide paid features until after sign-up. State unlock conditions."
      },
      "effort": "medium"
    },
    {
      "url": "https://sakimyto.com/lab/cvr/patterns/visible-work",
      "id": "visible-work",
      "stage": "progress",
      "name": {
        "ja": "見える処理中表示",
        "en": "Visible work"
      },
      "point": {
        "ja": "計算中に「条件を照合」「在庫を確認」など、実際の処理が順に表示される。",
        "en": "While computing, real steps such as \"matching criteria\" and \"checking stock\" appear in order."
      },
      "steps": [
        {
          "ja": "結果を出すまでに行う実際の処理を、2〜4段階に分けて書く。",
          "en": "Describe the real processing in two to four steps."
        },
        {
          "ja": "各段階が終わった順に印を付ける。",
          "en": "Mark each step as it actually finishes."
        },
        {
          "ja": "処理がすぐ終わる場合は、表示のために待たせない。",
          "en": "If processing is fast, do not add waiting for show."
        }
      ],
      "theoryIds": [
        "labor-illusion",
        "response-time"
      ],
      "demoIds": [
        "sortingVisualizer"
      ],
      "metric": {
        "ja": "結果の画面からの申し込み率",
        "en": "Sign-up rate from the result screen"
      },
      "guardrail": {
        "ja": "待ち時間中の離脱率",
        "en": "Abandonment during the wait"
      },
      "pitfalls": {
        "ja": "実際に行っていない処理を表示すると、偽りの表示になる。",
        "en": "Displaying steps that do not happen is deceptive."
      },
      "effort": "low"
    },
    {
      "url": "https://sakimyto.com/lab/cvr/patterns/build-your-plan",
      "id": "build-your-plan",
      "stage": "progress",
      "name": {
        "ja": "組み立てるプラン",
        "en": "Build your plan"
      },
      "point": {
        "ja": "選択肢を選ぶたびに、完成イメージに部品が1つずつ積み上がっていく。",
        "en": "Each choice adds a piece to a preview of the finished plan."
      },
      "steps": [
        {
          "ja": "プランを3〜5回の選択に分ける。",
          "en": "Break the plan into three to five choices."
        },
        {
          "ja": "選ぶたびに、完成イメージと金額を更新する。",
          "en": "Update the preview and the price with each choice."
        },
        {
          "ja": "完成したプランに名前を付けて保存できるようにする。",
          "en": "Let people name and save what they built."
        }
      ],
      "theoryIds": [
        "ikea-effect",
        "self-determination-theory",
        "goal-gradient"
      ],
      "demoIds": [
        "pixelArt",
        "colorMixer",
        "drawingCanvas"
      ],
      "metric": {
        "ja": "組み立てた人の申し込み率",
        "en": "Sign-up rate among builders"
      },
      "guardrail": {
        "ja": "組み立ての途中での離脱率",
        "en": "Abandonment midway through building"
      },
      "pitfalls": {
        "ja": "選択肢が多すぎると完成しない。完成しないと、IKEA効果は消える。",
        "en": "Too many choices and people never finish, and the IKEA effect disappears."
      },
      "effort": "high"
    },
    {
      "url": "https://sakimyto.com/lab/cvr/patterns/resume-draft",
      "id": "resume-draft",
      "stage": "progress",
      "name": {
        "ja": "続きから再開",
        "en": "Resume where you left off"
      },
      "point": {
        "ja": "再び訪れると、前回の入力途中の画面が「続きから」として最初に表示される。",
        "en": "Returning visitors see their unfinished work first, labeled \"continue.\""
      },
      "steps": [
        {
          "ja": "入力途中の内容を、端末かアカウントに保存する。",
          "en": "Save drafts on the device or to the account."
        },
        {
          "ja": "再訪したとき、「続きから」と「最初から」の2つを示す。",
          "en": "On return, offer \"continue\" and \"start over.\""
        },
        {
          "ja": "保存した内容の保存期間と削除の方法を書く。",
          "en": "State how long drafts are kept and how to delete them."
        }
      ],
      "theoryIds": [
        "zeigarnik-ovsiankina",
        "ikea-effect"
      ],
      "demoIds": [
        "sliderPuzzle"
      ],
      "metric": {
        "ja": "再訪からの完了率",
        "en": "Completion rate from return visits"
      },
      "guardrail": {
        "ja": "保存データの削除の依頼",
        "en": "Requests to delete saved data"
      },
      "pitfalls": {
        "ja": "「保存されています」と何度も催促しない。",
        "en": "Do not keep nagging that work is saved."
      },
      "effort": "medium"
    },
    {
      "url": "https://sakimyto.com/lab/cvr/patterns/explained-match",
      "id": "explained-match",
      "stage": "decide",
      "name": {
        "ja": "理由つきの診断結果",
        "en": "Explained match"
      },
      "point": {
        "ja": "「あなたに合うのはBプラン」という結果に、選んだ理由が3つ添えられる。",
        "en": "A \"Plan B fits you\" result comes with three reasons."
      },
      "steps": [
        {
          "ja": "どの回答が結果に影響したかを記録する。",
          "en": "Record which answers drove the result."
        },
        {
          "ja": "結果に、影響した回答を理由として添える。",
          "en": "Show those answers as reasons alongside the result."
        },
        {
          "ja": "別の結果を選ぶ方法も示す。",
          "en": "Show how to pick a different option."
        }
      ],
      "theoryIds": [
        "self-determination-theory",
        "commitment-consistency",
        "ikea-effect"
      ],
      "demoIds": [
        "mastermind"
      ],
      "metric": {
        "ja": "診断結果からの申し込み率",
        "en": "Sign-up rate from results"
      },
      "guardrail": {
        "ja": "推奨と違うプランへの変更率",
        "en": "Switches away from the recommended plan"
      },
      "pitfalls": {
        "ja": "回答に関係なく同じ結果を出す診断は、利用者をだますことになる。",
        "en": "A quiz that returns the same result regardless of answers deceives users."
      },
      "effort": "medium"
    },
    {
      "url": "https://sakimyto.com/lab/cvr/patterns/before-after-slider",
      "id": "before-after-slider",
      "stage": "decide",
      "name": {
        "ja": "比べるスライダー",
        "en": "Before-and-after slider"
      },
      "point": {
        "ja": "画像の境界をドラッグすると、導入前と導入後が入れ替わる。",
        "en": "Dragging a divider swaps between before and after."
      },
      "steps": [
        {
          "ja": "同じ条件で撮った、前と後の画像を用意する。",
          "en": "Prepare before and after images taken under the same conditions."
        },
        {
          "ja": "境界を、ドラッグでもキー操作でも動かせるようにする。",
          "en": "Make the divider movable by drag and by keyboard."
        },
        {
          "ja": "比べた条件（期間、設定）を画像の下に書く。",
          "en": "State the conditions, such as period and settings, below the image."
        }
      ],
      "theoryIds": [
        "game-feel",
        "curiosity-gap",
        "self-determination-theory"
      ],
      "demoIds": [
        "colorBlindnessSimulator"
      ],
      "metric": {
        "ja": "スライダーを操作した人の申し込み率",
        "en": "Sign-up rate among people who used the slider"
      },
      "guardrail": {
        "ja": "「効果が違う」という問い合わせ",
        "en": "Complaints that results differ"
      },
      "pitfalls": {
        "ja": "条件の違う画像を比べると、誇大な表示になる。",
        "en": "Comparing images taken under different conditions exaggerates the effect."
      },
      "effort": "low"
    },
    {
      "url": "https://sakimyto.com/lab/cvr/patterns/honest-stock",
      "id": "honest-stock",
      "stage": "decide",
      "name": {
        "ja": "正確な在庫と期限",
        "en": "Honest stock and deadline"
      },
      "point": {
        "ja": "「残り3点」と「10/31 23:59まで」が、実際の在庫と締め切りに合わせて表示される。",
        "en": "\"3 left\" and \"until Oct 31, 23:59\" track real inventory and the real cutoff."
      },
      "steps": [
        {
          "ja": "在庫や期限が実際にあるときだけ表示する。",
          "en": "Show them only when stock or deadlines are real."
        },
        {
          "ja": "表示する数を、システムの在庫と締め切りに連動させる。",
          "en": "Tie the numbers to the inventory system and the actual deadline."
        },
        {
          "ja": "期限が過ぎたら表示を消し、延長する場合は理由を書く。",
          "en": "Remove the label when the deadline passes, and explain any extension."
        }
      ],
      "theoryIds": [
        "scarcity",
        "loss-aversion",
        "dark-patterns"
      ],
      "demoIds": [
        "sandClock"
      ],
      "metric": {
        "ja": "期限内の申し込み率",
        "en": "Sign-up rate before the deadline"
      },
      "guardrail": {
        "ja": "「急かされた」という問い合わせと返品率",
        "en": "Complaints about pressure and return rate"
      },
      "pitfalls": {
        "ja": "繰り返しリセットされるカウントダウンや、変わらない「残りわずか」は、代表的なダークパターン。",
        "en": "Countdowns that reset and \"almost gone\" labels that never change are classic dark patterns."
      },
      "effort": "medium"
    },
    {
      "url": "https://sakimyto.com/lab/cvr/patterns/earned-perk",
      "id": "earned-perk",
      "stage": "decide",
      "name": {
        "ja": "クリアでもらえる特典",
        "en": "Earned perk"
      },
      "point": {
        "ja": "短い課題を終えると、特典のカードが裏返って現れる。",
        "en": "Finishing a short task flips over a card with a perk."
      },
      "steps": [
        {
          "ja": "課題は、製品の理解につながる内容にする。",
          "en": "Make the task about understanding the product."
        },
        {
          "ja": "特典は遊ぶ前から約束しすぎず、終えた後に示す。",
          "en": "Do not oversell the perk beforehand; reveal it afterward."
        },
        {
          "ja": "特典の条件と期限をカードに書く。",
          "en": "Print the conditions and expiry on the card."
        }
      ],
      "theoryIds": [
        "overjustification",
        "goal-setting",
        "premium-regulation"
      ],
      "demoIds": [
        "memoryCards",
        "whackAMole"
      ],
      "metric": {
        "ja": "特典の利用率",
        "en": "Perk redemption rate"
      },
      "guardrail": {
        "ja": "特典目当ての登録の後、すぐ解約した割合",
        "en": "Share who sign up for the perk and cancel right away"
      },
      "pitfalls": {
        "ja": "購入を条件にした抽選の特典は、景品表示法の上限を受ける。",
        "en": "Purchase-linked draws fall under Japan’s premium caps."
      },
      "effort": "medium"
    },
    {
      "url": "https://sakimyto.com/lab/cvr/patterns/risk-reversal",
      "id": "risk-reversal",
      "stage": "decide",
      "name": {
        "ja": "試しても損しない表示",
        "en": "Risk reversal"
      },
      "point": {
        "ja": "申し込みボタンのすぐ下に、「30日以内なら全額返金」「いつでも解約」が並ぶ。",
        "en": "\"Full refund within 30 days\" and \"cancel anytime\" sit right under the sign-up button."
      },
      "steps": [
        {
          "ja": "返金・解約・無料期間の条件を、ボタンの近くに書く。",
          "en": "Put refund, cancellation, and trial terms next to the button."
        },
        {
          "ja": "解約の手間を、申し込みと同じにする。",
          "en": "Make canceling as easy as signing up."
        },
        {
          "ja": "条件の詳細へのリンクを添える。",
          "en": "Link to the full terms."
        }
      ],
      "theoryIds": [
        "loss-aversion",
        "dark-patterns"
      ],
      "demoIds": [],
      "metric": {
        "ja": "申し込み率",
        "en": "Sign-up rate"
      },
      "guardrail": {
        "ja": "返金と解約の率",
        "en": "Refund and cancellation rates"
      },
      "pitfalls": {
        "ja": "保証の条件を小さな文字で制限すると、トラブルと不信を招く。",
        "en": "Fine print that guts the guarantee leads to disputes and distrust."
      },
      "effort": "low"
    },
    {
      "url": "https://sakimyto.com/lab/cvr/patterns/celebration-finish",
      "id": "celebration-finish",
      "stage": "decide",
      "name": {
        "ja": "完了の山場",
        "en": "Celebrated finish"
      },
      "point": {
        "ja": "申し込みが終わると、紙吹雪と一緒に、次にすることが1つだけ表示される。",
        "en": "Completing sign-up brings a burst of confetti and exactly one next step."
      },
      "steps": [
        {
          "ja": "完了の画面に、完了したことと次に起きることを書く。",
          "en": "Say on the confirmation screen what was completed and what happens next."
        },
        {
          "ja": "演出は1秒ほどで止め、動きを減らす設定では表示しない。",
          "en": "Stop the effect after about a second and skip it with reduced motion."
        },
        {
          "ja": "次の行動（設定、招待など）を1つだけ示す。",
          "en": "Offer one next action, such as setup or invites."
        }
      ],
      "theoryIds": [
        "peak-end-rule",
        "game-feel"
      ],
      "demoIds": [
        "fireworks"
      ],
      "metric": {
        "ja": "完了後の次の行動の実行率",
        "en": "Next-step rate after completion"
      },
      "guardrail": {
        "ja": "申し込み直後のキャンセル率",
        "en": "Cancellations right after sign-up"
      },
      "pitfalls": {
        "ja": "演出が長いと、次の操作を待たせる。",
        "en": "Long effects make people wait for the next action."
      },
      "effort": "low"
    },
    {
      "url": "https://sakimyto.com/lab/cvr/patterns/reviews-at-decision",
      "id": "reviews-at-decision",
      "stage": "decide",
      "name": {
        "ja": "決める場所の利用者の声",
        "en": "Reviews at the decision point"
      },
      "point": {
        "ja": "料金表のすぐ下に、同じ業種の利用者の声が1つ表示される。",
        "en": "One review from a customer in the same industry sits right under the pricing table."
      },
      "steps": [
        {
          "ja": "実際の利用者の声を、許可を得て集める。",
          "en": "Collect real customer quotes with permission."
        },
        {
          "ja": "閲覧者に近い業種や規模の声を、判断する場所の近くに置く。",
          "en": "Place quotes from similar industries or sizes near the decision."
        },
        {
          "ja": "声の主の属性と時期を書く。",
          "en": "Show who said it and when."
        }
      ],
      "theoryIds": [
        "social-proof",
        "reciprocity"
      ],
      "demoIds": [],
      "metric": {
        "ja": "料金表からの申し込み率",
        "en": "Sign-up rate from the pricing table"
      },
      "guardrail": {
        "ja": "声の真偽に関する問い合わせ",
        "en": "Questions about whether reviews are genuine"
      },
      "pitfalls": {
        "ja": "架空の声や、報酬を隠した声は、ステルスマーケティングとして規制される。",
        "en": "Fabricated reviews or undisclosed paid endorsements are regulated as stealth marketing."
      },
      "effort": "low"
    },
    {
      "url": "https://sakimyto.com/lab/cvr/patterns/forgiving-streak",
      "id": "forgiving-streak",
      "stage": "return",
      "name": {
        "ja": "休める連続記録",
        "en": "Forgiving streak"
      },
      "point": {
        "ja": "連続記録の印が日ごとに増え、1日休んでも「おやすみ」の印で記録が途切れない。",
        "en": "The streak grows day by day, and a rest day is marked without breaking it."
      },
      "steps": [
        {
          "ja": "毎日できる小さな行動を、記録の対象にする。",
          "en": "Track a small action people can do every day."
        },
        {
          "ja": "休める日を用意し、1日の空白で記録を消さない。",
          "en": "Provide rest days so one gap does not erase the streak."
        },
        {
          "ja": "記録の数より、続けた行動の成果を見せる。",
          "en": "Show what the habit achieved, not just the count."
        }
      ],
      "theoryIds": [
        "hook-model",
        "loss-aversion",
        "goal-gradient"
      ],
      "demoIds": [
        "pomodoroTimer"
      ],
      "metric": {
        "ja": "7日・30日の継続率",
        "en": "7-day and 30-day retention"
      },
      "guardrail": {
        "ja": "通知を止めた割合",
        "en": "Notification opt-out rate"
      },
      "pitfalls": {
        "ja": "途切れる不安で続けさせると、疲れて離れる。",
        "en": "Keeping people going through fear of losing the streak burns them out."
      },
      "effort": "medium"
    },
    {
      "url": "https://sakimyto.com/lab/cvr/patterns/badge-collection",
      "id": "badge-collection",
      "stage": "return",
      "name": {
        "ja": "集めるバッジ",
        "en": "Badge collection"
      },
      "point": {
        "ja": "コレクションの枠が並び、次に取れるバッジまでの進み具合が見えている。",
        "en": "A collection grid shows how close the next badge is."
      },
      "steps": [
        {
          "ja": "製品の価値ある使い方ごとに、バッジを作る。",
          "en": "Create a badge for each valuable way to use the product."
        },
        {
          "ja": "次に取れるバッジの条件と、あといくつかを見せる。",
          "en": "Show the next badge’s condition and how far there is to go."
        },
        {
          "ja": "バッジの取得を必須にしない。",
          "en": "Never make badges mandatory."
        }
      ],
      "theoryIds": [
        "goal-gradient",
        "octalysis",
        "overjustification",
        "gamification-evidence"
      ],
      "demoIds": [
        "match3",
        "memoryCards"
      ],
      "metric": {
        "ja": "対象の機能の利用率",
        "en": "Use of the targeted features"
      },
      "guardrail": {
        "ja": "バッジのための無意味な行動（中身のない投稿など）",
        "en": "Empty actions done just for badges, such as low-effort posts"
      },
      "pitfalls": {
        "ja": "バッジの取得が必須になると、自分で選んでいる感覚が下がり、意欲を失わせることがある。",
        "en": "Required badges erode the sense of choice and can sap motivation."
      },
      "effort": "medium"
    },
    {
      "url": "https://sakimyto.com/lab/cvr/patterns/daily-discovery",
      "id": "daily-discovery",
      "stage": "return",
      "name": {
        "ja": "日替わりの小さな発見",
        "en": "Daily discovery"
      },
      "point": {
        "ja": "開くたびにカードが裏返り、今日のヒントが表示される。",
        "en": "Each visit flips a card to reveal today’s tip."
      },
      "steps": [
        {
          "ja": "製品の使い方やデータから、毎日変わる短い内容を用意する。",
          "en": "Prepare short content that changes daily, drawn from product tips or data."
        },
        {
          "ja": "内容が変わったことを、小さな動きで示す。",
          "en": "Signal the change with a small motion."
        },
        {
          "ja": "毎日来なくても損をしないようにする。",
          "en": "Make sure skipping a day costs nothing."
        }
      ],
      "theoryIds": [
        "variable-reward",
        "curiosity-gap",
        "hook-model"
      ],
      "demoIds": [
        "magicEightBall",
        "coinFlip"
      ],
      "metric": {
        "ja": "再訪率",
        "en": "Return visit rate"
      },
      "guardrail": {
        "ja": "1回の訪問あたりの滞在時間の低下",
        "en": "Falling time per visit"
      },
      "pitfalls": {
        "ja": "中身の薄い日替わりは、すぐに見られなくなる。",
        "en": "Thin daily content is quickly ignored."
      },
      "effort": "medium"
    },
    {
      "url": "https://sakimyto.com/lab/cvr/patterns/gentle-reminder",
      "id": "gentle-reminder",
      "stage": "return",
      "name": {
        "ja": "未完了のリマインド",
        "en": "Gentle reminder"
      },
      "point": {
        "ja": "作りかけの見積もりの通知に「あと2項目で完成」と、残りの量が書かれている。",
        "en": "A reminder about a draft quote says \"2 fields to go.\""
      },
      "steps": [
        {
          "ja": "未完了の内容と残りの量を、具体的に示す。",
          "en": "Name the unfinished item and exactly how much remains."
        },
        {
          "ja": "通知の回数を決め、止める方法を添える。",
          "en": "Cap the number of reminders and include a way to stop them."
        },
        {
          "ja": "再開したら、続きの画面へ直接移す。",
          "en": "Take people straight to where they left off."
        }
      ],
      "theoryIds": [
        "zeigarnik-ovsiankina",
        "goal-gradient",
        "hook-model"
      ],
      "demoIds": [],
      "metric": {
        "ja": "リマインドからの完了率",
        "en": "Completion rate from reminders"
      },
      "guardrail": {
        "ja": "配信停止率",
        "en": "Unsubscribe rate"
      },
      "pitfalls": {
        "ja": "同じ催促を繰り返すと、配信停止が増える。",
        "en": "Repeating the same nudge drives unsubscribes."
      },
      "effort": "low"
    },
    {
      "url": "https://sakimyto.com/lab/cvr/patterns/personal-best",
      "id": "personal-best",
      "stage": "return",
      "name": {
        "ja": "自己ベスト",
        "en": "Personal best"
      },
      "point": {
        "ja": "結果の横に、前回の記録と、更新した差が表示される。",
        "en": "The result appears next to the previous score and the improvement."
      },
      "steps": [
        {
          "ja": "利用者ごとに、前回と最高の記録を保存する。",
          "en": "Store each user’s previous and best results."
        },
        {
          "ja": "結果の画面で、前回からの変化を示す。",
          "en": "Show the change from last time on the result screen."
        },
        {
          "ja": "他人とのランキングは、参加を選んだ人にだけ見せる。",
          "en": "Show leaderboards only to people who opt in."
        }
      ],
      "theoryIds": [
        "self-determination-theory",
        "social-comparison",
        "goal-setting"
      ],
      "demoIds": [
        "reactionTimer",
        "typingRace",
        "numberMemory"
      ],
      "metric": {
        "ja": "再挑戦率",
        "en": "Retry rate"
      },
      "guardrail": {
        "ja": "記録が下がった後の離脱率",
        "en": "Churn after a worse score"
      },
      "pitfalls": {
        "ja": "記録が下がったときに責める言い方をすると、離れる。",
        "en": "Blaming language after a worse score drives people away."
      },
      "effort": "low"
    },
    {
      "url": "https://sakimyto.com/lab/cvr/patterns/stored-value",
      "id": "stored-value",
      "stage": "return",
      "name": {
        "ja": "使うほど育つデータ",
        "en": "Stored value"
      },
      "point": {
        "ja": "保存した条件やお気に入りが増えるほど、おすすめの精度の表示が上がっていく。",
        "en": "As saved filters and favorites grow, the recommendation quality meter rises."
      },
      "steps": [
        {
          "ja": "利用者が入れた情報（保存、評価、設定）を、次の体験に反映する。",
          "en": "Use what people saved, rated, and set to shape their next visit."
        },
        {
          "ja": "何が反映されたかを見せる。",
          "en": "Show what was used."
        },
        {
          "ja": "データの書き出しと削除を、いつでもできるようにする。",
          "en": "Allow export and deletion at any time."
        }
      ],
      "theoryIds": [
        "hook-model",
        "ikea-effect"
      ],
      "demoIds": [
        "zenGarden",
        "terrarium"
      ],
      "metric": {
        "ja": "再訪率と継続率",
        "en": "Return and retention rates"
      },
      "guardrail": {
        "ja": "データの削除・書き出しの要望",
        "en": "Requests to delete or export data"
      },
      "pitfalls": {
        "ja": "データを持ち出せないようにして離脱を防ぐのは、利用者の不利益になる。",
        "en": "Locking data in to prevent churn works against users."
      },
      "effort": "high"
    },
    {
      "url": "https://sakimyto.com/lab/cvr/patterns/result-card",
      "id": "result-card",
      "stage": "share",
      "name": {
        "ja": "共有したくなる結果カード",
        "en": "Shareable result card"
      },
      "point": {
        "ja": "診断結果が1枚のカードにまとまり、共有ボタンが添えられている。",
        "en": "A quiz result becomes a single card with a share button."
      },
      "steps": [
        {
          "ja": "結果を、本人が人に見せたい内容（タイプ、記録）に要約する。",
          "en": "Summarize the result as something people want to show: a type or a score."
        },
        {
          "ja": "カードに、ブランドとページのURLを入れる。",
          "en": "Include the brand and the page URL on the card."
        },
        {
          "ja": "共有する前に、載る内容を確認できるようにする。",
          "en": "Let people preview what will be posted."
        }
      ],
      "theoryIds": [
        "social-proof",
        "self-determination-theory"
      ],
      "demoIds": [
        "reactionTimer",
        "wordle"
      ],
      "metric": {
        "ja": "共有率と、共有からの流入",
        "en": "Share rate and traffic from shares"
      },
      "guardrail": {
        "ja": "共有された内容への苦情",
        "en": "Complaints about shared content"
      },
      "pitfalls": {
        "ja": "本人が望まない情報（低い点数、個人情報）をカードに載せない。",
        "en": "Never put things people would not choose to share, such as low scores or personal data, on the card."
      },
      "effort": "medium"
    },
    {
      "url": "https://sakimyto.com/lab/cvr/patterns/referral-meter",
      "id": "referral-meter",
      "stage": "share",
      "name": {
        "ja": "紹介の進捗メーター",
        "en": "Referral meter"
      },
      "point": {
        "ja": "紹介した人数に応じて、次の特典までのメーターが伸びる。",
        "en": "A meter fills toward the next reward as referrals come in."
      },
      "steps": [
        {
          "ja": "紹介した人と紹介された人の両方に特典を用意する。",
          "en": "Reward both the referrer and the friend."
        },
        {
          "ja": "次の特典まで、あと何人かを示す。",
          "en": "Show how many more referrals reach the next reward."
        },
        {
          "ja": "特典の条件と期限を書く。",
          "en": "State the conditions and expiry."
        }
      ],
      "theoryIds": [
        "goal-gradient",
        "reciprocity",
        "premium-regulation"
      ],
      "demoIds": [],
      "metric": {
        "ja": "紹介経由の申し込み数",
        "en": "Sign-ups via referral"
      },
      "guardrail": {
        "ja": "紹介経由の解約率",
        "en": "Churn among referred users"
      },
      "pitfalls": {
        "ja": "特典目当ての大量の紹介や、自分で自分を紹介する行為を防ぐ条件を決める。景品の上限も確認する。",
        "en": "Set rules against mass or self-referral for the reward, and check prize caps."
      },
      "effort": "medium"
    },
    {
      "url": "https://sakimyto.com/lab/cvr/patterns/team-goal",
      "id": "team-goal",
      "stage": "share",
      "name": {
        "ja": "みんなで達成する目標",
        "en": "Shared goal"
      },
      "point": {
        "ja": "参加者全員の合計が、共通のゴールに向けて伸びていく。",
        "en": "Everyone’s contributions add up toward a common goal."
      },
      "steps": [
        {
          "ja": "参加者全員で達成する目標と期限を決める。",
          "en": "Set a collective target and deadline."
        },
        {
          "ja": "一人ひとりの貢献が合計に加わる様子を見せる。",
          "en": "Show each contribution adding to the total."
        },
        {
          "ja": "達成したら、全員に結果を伝える。",
          "en": "Tell everyone when the goal is reached."
        }
      ],
      "theoryIds": [
        "self-determination-theory",
        "goal-gradient",
        "social-proof",
        "mda-framework"
      ],
      "demoIds": [
        "antFarm",
        "boids"
      ],
      "metric": {
        "ja": "参加率",
        "en": "Participation rate"
      },
      "guardrail": {
        "ja": "目標に届かなかった後の離脱",
        "en": "Churn after a missed goal"
      },
      "pitfalls": {
        "ja": "目標に届かないと、参加者全員の失敗の体験になる。達成できる規模に設定する。",
        "en": "A missed goal becomes a shared failure. Size it to be reachable."
      },
      "effort": "medium"
    },
    {
      "url": "https://sakimyto.com/lab/cvr/patterns/nearby-leaderboard",
      "id": "nearby-leaderboard",
      "stage": "share",
      "name": {
        "ja": "前後だけのランキング",
        "en": "Nearby leaderboard"
      },
      "point": {
        "ja": "自分の順位と前後の人だけが表示され、1つ上との差が分かる。",
        "en": "Only your rank and your neighbors appear, with the gap to the next place."
      },
      "steps": [
        {
          "ja": "全体の上位ではなく、自分の前後を表示する。",
          "en": "Show the ranks around the user instead of the global top."
        },
        {
          "ja": "1つ上の人との差を、次の目標として示す。",
          "en": "Present the gap to the next rank as the next goal."
        },
        {
          "ja": "ランキングへの参加を選べるようにする。",
          "en": "Let people opt in to the leaderboard."
        }
      ],
      "theoryIds": [
        "social-comparison",
        "goal-gradient",
        "goal-setting",
        "gamification-evidence"
      ],
      "demoIds": [
        "snake",
        "flappyBird"
      ],
      "metric": {
        "ja": "再挑戦率",
        "en": "Retry rate"
      },
      "guardrail": {
        "ja": "ランキングを非表示にした割合",
        "en": "Share who hide the leaderboard"
      },
      "pitfalls": {
        "ja": "量だけを競わせると、質の低い行動が増える。",
        "en": "Competing on volume alone invites low-quality activity."
      },
      "effort": "medium"
    },
    {
      "url": "https://sakimyto.com/lab/cvr/patterns/gift-invite",
      "id": "gift-invite",
      "stage": "share",
      "name": {
        "ja": "贈れる招待",
        "en": "Gift invite"
      },
      "point": {
        "ja": "招待のリンクが、「友達に1か月分を贈る」というギフトとして表示される。",
        "en": "The invite link is framed as a gift: \"Give a friend one month free.\""
      },
      "steps": [
        {
          "ja": "招待を、相手にとっての贈り物として設計する。",
          "en": "Design the invite as a gift for the recipient."
        },
        {
          "ja": "送る側が、相手に合わせて一言を添えられるようにする。",
          "en": "Let the sender add a personal note."
        },
        {
          "ja": "受け取った側の特典を、登録の画面で確認できるようにする。",
          "en": "Show the recipient’s gift on the sign-up screen."
        }
      ],
      "theoryIds": [
        "reciprocity",
        "social-proof"
      ],
      "demoIds": [],
      "metric": {
        "ja": "招待の送信率と、受け取った人の登録率",
        "en": "Invite send rate and recipient sign-up rate"
      },
      "guardrail": {
        "ja": "招待の迷惑報告",
        "en": "Spam reports on invites"
      },
      "pitfalls": {
        "ja": "連絡先を一括で取り込み、本人の確認なしに送信しない。",
        "en": "Never import contacts and send invites without explicit confirmation."
      },
      "effort": "medium"
    },
    {
      "url": "https://sakimyto.com/lab/cvr/patterns/showcase-gallery",
      "id": "showcase-gallery",
      "stage": "share",
      "name": {
        "ja": "作品を見せる場所",
        "en": "Showcase gallery"
      },
      "point": {
        "ja": "利用者が作ったものが並び、自分の作品を載せるボタンがある。",
        "en": "A gallery of user creations, with a button to add your own."
      },
      "steps": [
        {
          "ja": "作った成果物を公開できる場所を用意する。",
          "en": "Provide a place to publish what people make."
        },
        {
          "ja": "公開は本人が選び、いつでも取り下げられるようにする。",
          "en": "Make publishing opt-in and reversible."
        },
        {
          "ja": "他人の作品から、同じものを作る入口へ移れるようにする。",
          "en": "Link from each piece to a way to make something similar."
        }
      ],
      "theoryIds": [
        "ikea-effect",
        "social-proof",
        "self-determination-theory"
      ],
      "demoIds": [
        "pixelArt",
        "drawingCanvas",
        "kaleidoscope"
      ],
      "metric": {
        "ja": "公開数と、公開作品からの新規登録",
        "en": "Published pieces and sign-ups from them"
      },
      "guardrail": {
        "ja": "不適切な投稿の報告",
        "en": "Reports of inappropriate posts"
      },
      "pitfalls": {
        "ja": "公開を初期値にすると、本人の意図しない公開が起きる。",
        "en": "Defaulting to public causes unintended exposure."
      },
      "effort": "high"
    }
  ]
}