A nudge is... … changing individuals’ behavior … predictable and repeatable … easy and cheap to avoid … never forbidding

1. W E L C O M E
Olof Bergvall & Ebba TärbeWITH

2. Welcome to
us at KAN
G O O D M O R N I N G

4. A nudge?

5. … changing individuals’ behaviour
… predictable and repeatable
… easy and cheap to avoid
… never forbidding
A nudge is

10. Nudging in a
digital setting

11. Unaware
Aware
Research
Consideration
Transaction
Selection
Lead Time
Use
Advocacy
Repurchase
T O U C H P O I N T S

12. NUDGING TASKS
THROUGHOUT THE
CUSTOMER JOURNEY
1. Set the context
2. Create triggers & remove obstacles
3. Reward behaviour
4. Build emotional bonds

13. 1.
Set the context

14. The
Availability
Effect
The information we
actually remember and
use
All available information
1. Set the context

15. 1. Set the context

16. 1. Set the context

17. The
von Restorff
Effect
1. Set the context

18. 1. Set the context

19. 1. Set the context

20. The
Anchoring
Effect
1. Set the context

21. 1. Set the context

22. 1. Set the context

23. 2.
Create triggers &
remove obstacles

24. Loss
Aversion
2. Obstacles & Triggers
Pain from loss
😖 😖
Pleasure from gain
🙂

25. 2. Obstacles & Triggers

26. 2. Obstacles & Triggers

27. The
Bandwagon
Effect
2. Obstacles & Triggers

28. 2. Obstacles & Triggers

29. 2. Obstacles & Triggers

30. 3.
Reward Behaviour

31. The
Reciprocity
Bias
3. Reward Behaviour

32. 3. Reward Behaviour

33. 3. Reward Behaviour

34. 3. Reward Behaviour

35. The IKEA
Effect
3. Reward Behaviour

36. 3. Reward Behaviour

37. 3. Reward Behaviour

38. 3. Reward Behaviour

39. 4.
Create emotional
bonds

40. Post
Rationalization
Effect
4. Create emotional bonds

41. 4. Create emotional bonds

42. 4. Create emotional bonds

43. The
Peak-End
Effect
P E A K
E N D
signature moment
The
Peak-End
Effect
4. Create emotional bonds

44. 4. Create emotional bonds

45. 4. Create emotional bonds

46. Nudging
or sludging

50. Let’s sum it up

51. Small changes to the
“choice environment”
can encourage large
changes in people’s actions.

52. NUDGING TASKS
THROUGHOUT THE
CUSTOMER JOURNEY
1. Set the context
2. Create triggers & remove obstacles
3. Reward behaviour
4. Build emotional bonds

53. Unaware
Aware
Research
Consideration
Transaction
Selection
Lead Time
Use
Advocacy
Repurchase

54. Analytical walkthrough of site ✓ ✓ ✓
User Experience (UX) – best practice analysis ✓ ✓ ✓
Content audit prioritized channels ✓ ✓ ✓
Campaign and content audit multi-channel ✓ ✓
UX cognitive biases (nudging) ideas ✓ ✓
Analytical walkthrough multi-channel ✓ ✓
A/B testing setup ✓
Customer feed-back (test,interviews, polls) ✓
Identify & Design Signature moments ✓
Light
Regular
Max
KANAUDIT

56. Questions!

57. Thinking fast and slow
Nudging
The Wiki Man
Dumma människor
Choicology
R E A D & L I S T E N T I P S