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BEHAVIOR CHANGE

Quitting after three days isn't weak will. It's a design problem.

We use loss aversion, commitment and altruism as three design principles for experiences that help people walk, keep going and connect —
across consumer and organizational lines.

OVERVIEW

ESPL / ESPL GH

The ESPL family converts loss aversion, commitment and altruism into reasons to keep walking, day after day. The consumer and enterprise editions differ in how they are delivered, but they share one design principle: never treat “won't stick” as a personal weakness.

  1. B2C

    ESPL (espl.jp)

    Design reasons to walk.

    A consumer behavior-change app that supports your reasons to walk through a cheer-fund mechanic. Built around loss aversion and commitment, it is designed as an experience that's easy to keep up. Free on iOS / Android.

    Visit site

  2. B2B2C

    ESPL GH (gh.espl.jp)

    Make corporate-wellness habits stick, with points.

    The organizational edition applies behavior-change design principles through point design, combining dashboards and operational support for corporate, health-insurer and municipal programs.

    Visit site

OUR DESIGN PRINCIPLES

Our three design principles

  1. Loss aversion

    The wish to avoid losing weighs more heavily than the wish to gain, which helps behavior last. We build a (painless) experience of “losing” something for not walking into the design — and what can be lost is limited to the cheer fund or points you opted in to receive, with no bearing on pay or evaluation.

  2. Commitment

    What you promise yourself is easier to keep. We support continuity through promises made with others — team goals, programs with municipalities and health insurance societies.

  3. Altruism

    People push harder for someone else than for themselves alone. We activate altruistic motivation by returning walking results to peers and the next generation.

RESEARCH CONTEXT

What incentive research currently shows

Financial incentives can increase physical activity in the short term, while long-term and post-withdrawal evidence remains limited. We use those findings as context for our own design principles: loss aversion, commitment and altruism. The studies below do not establish product-specific effects for ESPL.

  1. +607 steps/day

    Incentives do work during the intervention1

    Financial incentives significantly increase steps during the intervention period (meta-analysis of 23 RCTs). The amounts used across those studies averaged about $1.40/day.

  2. A small effect after withdrawal

    Long-term and follow-up evidence remains limited2

    The effect was smaller after incentives ended, but daily steps retained a small statistically significant effect (SMD 0.20). Few long-term and follow-up studies were available.

  3. +868 steps/day

    In this trial, loss aversion × gamification was the largest3

    In a 12-month RCT of 1,062 adults at elevated cardiovascular risk, the combined arm was largest. Only that arm retained an effect six months after withdrawal (+576 steps/day).

The research indicates that outcomes can vary with incentive design. Our three principles are product-design choices informed by research context, not findings established by these studies themselves.

  1. 1 Mitchell et al., Br J Sports Med (2020) — meta-analysis of financial incentives and physical activity (23 RCTs)
  2. 2 Financial incentives and physical activity, Preventive Medicine (2025) — effect size SMD 0.52 → 0.20
  3. 3 BE ACTIVE RCT, Circulation (2024) — 12-month RCT of loss framing × gamification

Solve corporate wellness's “won't stick,” by design.

We propose a rollout plan matched to your organization's scale and challenges.

Discuss enterprise rollout Consumer espl.jp