The effort Justification
The concept of “effort justification” refers to the idea that people tend to place higher value on outcomes they’ve worked hard for, even if the result doesn’t entirely live up to their expectations. This psychological principle has been demonstrated in various settings, from decision-making to organizational behavior, and can play a crucial role in consultation for good design. When individuals invest effort into a project or initiative, they become more emotionally attached to it, and this investment often leads them to rationalize that the outcome is more worthy simply because of the work they’ve put into it.
This connects directly to the “IKEA effect,” which further illustrates how effort leads to greater attachment. Named after the Swedish furniture giant, the IKEA effect shows how people value items more when they’ve assembled them themselves—even if the end result isn’t flawless. The mere act of building the product fosters a sense of ownership and pride, making the final product feel more meaningful. This is why stakeholders who are involved in change making in government are more likely to champion its success. They see their fingerprints on the changes, and this personal involvement boosts their commitment.
The lesson here is clear: if you parachute new designs onto teams without their involvement, they won’t feel the same level of attachment. But if you apply the principles of effort justification and the IKEA effect, your stakeholders will not only be more engaged—they’ll also be more motivated to make sure the transformation works.
In service design for instance, these psychological effects working with different stakeholders are powerful tools for fostering engagement. If you involve service owners, front-line employees, or other stakeholders in ideation sessions or design labs, they are far more likely to buy into the process and support the implementation. Engaging them early on ensures that they feel a sense of ownership, and as a result, they’ll be more invested in ensuring the initiative’s success.