Nestlé’s Devenir Maman keeps track of a pregnant woman’s milestones, deploying smart content to engage and inform. That’s smart. What’s the psychology here? It’s all about being in control. Scientists now believe that control is a sum of different influences on personality, not just social learning but biological influences also. As one group of Dutch researchers has put it, “feeling in control represents a blend of socially desirable traits that are all related to psychological wellbeing and successful performance.” It is a direct enabler of self-regulation of behaviour, and that’s exactly where content comes in as an enabler – a stimulus for, or a reinforcement of, that self-regulation. What is at work here is the power of design – integrating information and experience.