Ho presentation

What is Nudge Design?

Nudge Design Amanda Bentley

What are the dimensions of these tables?


Explanation of Table Test

• Tabletops are equal length

• Human judgment is biased

• Confidence in incorrect answer


Nudge Design Definition

“A nudge, as we will use the term, is any aspect of

the choice architecture that alters people’s

behavior in a predictable way without forbidding

any options or significantly changing their

economic incentives. To count as a mere nudge,

the intervention must be easy and cheap to avoid.”Page 6 of Thaler & Sunstein’s Nudge: Improving Decisions about Health, Wealth & Happiness (2008)


Nudge Design Definition

• Understanding how decision making takes place

• Given right context, pushed into particular

behavior

• Changes way choices are presented


Nudge Design Uses

• Encourage positive behavior

• Shaping emotion/ attitude toward brand

• Consciously “changing” behavior is new

• Use knowledge of nudge design to make a

positive impact on society


A Little More About Why It’s Important…

http://player.vimeo.com/video/37628342


http://player.vimeo.com/video/37628342

Opposition to Nudge Design

• “Big Brother”

• Idea that it limits choices

• Some think it is “forcing” a behavior

• Guided by economics


Human Nature Influence on Decisions

• As seen in tabletop test

• Cognitive bias; mental shortcuts

• Many conscious and unconscious factors


Framing Example

You buy a small coffee in the Student Center every

morning. It is usually $2.50. Today, they raised the

price and it is now $3 for your morning coffee.


Framing Definition

Judging options as losses or gains relative

to some perceived starting reference point


Design Tip

• Encourage positive behavior by emphasizing

associated gains rather than associated losses

• To discourage a behavior, make it seem

undesirable by emphasizing associated losses


Default Bias Example

Do you all sit in assigned seats? No? Are you

sitting in the same seat everyday anyway?

How much do you tend to tip waiters?


Default Bias Definition

The tendency to go along with an existing situation or selection rather than taking action to change it; therefore, more likely to choose default setting


Design Tip

• To encourage a specific option, make it the

default

• Likewise, to discourage a specific option, don’t

make it the default


Present Bias Example

Who online shops regularly?

Do you wait to buy something until it goes on sale?

Have you ever spent extra on expedited shipping

when regular shipping would only take 4-5 days?


Present Bias Definition

Time plays a big role in decision making; people

generally prefer gains that happen in the present

(instant gratification) to gains that occur in the

future (time discounting)


Design Tip

• To encourage a behavior where the positive

outcomes are delayed, introduce present

benefits to make the desired outcome more

appealing

• To encourage a behavior usually associated with

a loss, delay losses so they occur in the future


Choices as a 21st Century Designer

1. Ignore what you know

2. Participate openly

3. Quietly manipulate behavior


How to Make Change at Hofstra

See something you don’t like? Use the nudge

design tools you just learned to fix it!

• Healthy food choices in the Student Center

• Donations in the atrium

• Moral choices of your peers


Date post:	13-Jul-2015
Category:	Design
Upload:	abbentley
View:	162 times
Download:	1 times