Nudging: design concepts to change our behavior (by Louise Haazen & David Pas)

4.2 Nudging, design concepts to change our behavior 1
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NUDGING
DESIGN CONCEPTS TO CHANGE OUR BEHAVIOR
David Pas & Louise Haazen
DesignLab
david.pas@verhaert.com / louise.haazen@verhaert.com
TRACK 4 - DESIGN FOR A BETTER WORLD

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NUDGING FOR A BETTER WORLD?
How can a fly on a urinoir improve the world…?

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QUICK TEST

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‘BEHAVIOR’ AS A STRATEGY
IS KEY FOR INNOVATION
Because people don’t buy technology anymore

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HUMAN ADOPTION IS THE BOTTLENENCK OF EVOLUTION
Since technology used to be the
innovation driver for decades,
adoption life cycles were based on
functional product performance.
CHALLENGE
Today, the innovation speed is so
high that human adoption
becomes the next bottleneck

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WHEN THE NOVELTY IS BIG, IT COMES WITH A RISK

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BUT CREATING A NEW ‘BEHAVIOR’ IS AN OPPORTUNITY

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AND GIVES YOU COMPETITIVE ADVANTAGE

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A TREND TO SHIFT FROM PENALIZATION TO MOTIVATION

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INNOVATION FOR A BETTER WORLD
DESIGN FOR BEHAVIOR

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NUDGE, DON’T JUDGE
Maybe we can’t change the world, but we can
influence behavior in a positive way

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EVERYONE GETS NUDGED
…all the time…

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DO YOU REMEMBER YOUR FIRST NUDGE EXPERIENCE

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BASICALLY A NUDGE CAN BE A SMALL THING

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WITH A GREAT IMPACT

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A NUDGE CAN TRIGGER A CHANGE
RESEARCH
UNDERSTANDING
BEHAVIOR
DESIGN
FOR BEHAVIOR
INFLUENCING
BEHAVIOR
CHANGE
INTERACTION
ENABLING
BEHAVIOR
IMPACT

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A TRIGGER FOR INDIVIDUAL CHALLENGES

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A TRIGGER FOR CIVIL CHALLENGES

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MAINLY POSITIVE, SOMETIMES FUN

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FOR SERIOUS BUSINESS TOO

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20
% fat
AND OFTEN INVISIBLE
80
% less fat

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NUDGE : IMPROVING DECISIONSBUT NEVER LIKE THIS…..
Nudging, design concepts to change our behavior 22
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HOW DOES IT WORK ?

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HUMANS ARE BORN IRRATIONAL

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We humans don’t always make decisions by carefully weighing up the facts,
but we often make faster decisions as a result.
In the 1970s, two psychologists proved that humans are not rational creatures. Daniel Kahneman and Amos Tversky
discovered “cognitive biases,” showing that that humans systematically make choices that defy clear logic.

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CAREFULLY INFLUENCED BY COGNITIVE BIASES
We tend to think in certain ways that lead to systematic
deviations from the rational way.
This is the nudging playfield
• Emotional and moral motivations
• Social influence
• Information processing shortcuts

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SOME COGNITIVE BIASES AFFECT BEHAVIOR
Anchoring Bias
anchor on the first piece of information you receive by
making decisions
Confirmation Bias
Sticking with information that validates our own point of
view and dismiss any input that conflicts
Bandwagon Effect
A tendency to want to confirm, to be a part of the
crowd, to do things because others are doing them or
believing them
Loss Aversion Bias
Dislike losing more than enjoy winning
Recency Bias
Overvalue the most recent information because that
information is fresh

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Because cognitive biases affect the way users think and feel about your product or service.
By predicting these biases and understanding what these are about, what their results and effects are,
we can apply cognitive biases to improve a user experience
AND BEING IRRATIONAL IS THE NUDGING RATIO
CHALLENGE
Be aware of your own Bias
Blindspot….Don’t think that
biases have no impact on your
thinking !

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Nudging is pushing people in the right direction by making
the desired behavior attractive, without restricting people's
freedoms. The goal is to adjust behavior (lightly), which
involves subconscious choices.
In other words, influencing subconscious behavior.
According to the inventors of the nudging phenomenon
(Thaler and Sunstein, 2008), nudges must meet a
number of conditions:
• cheap to use
• easy to refuse
• Transparently
• helps people with their existing preferences
THE DEFINITION

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IT MATTERS WHO YOU ARE TRYING TO NUDGE
unconscious front runners willingly doubtful sceptics opponents
?
…
MAKE CONSCIOUS SCALE UP FACILITATE ENFORCECONVINCE
How to make everyone a front runner ?
Most often the front runners are one of the smallest groups

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AND WHAT ELEMENTS PUSH OR PULL A BEHAVIORCURRENTBEHAVIOR
NEWBEHAVIOR
STRUGGLES MOTIVATORS
FAMILIARITIES DRAWBACKS
Push
Pull

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IN ORDER TO FIND THE RIGHT NUDGE STRATEGYCURRENTBEHAVIOR
NEWBEHAVIOR
STRUGGLES MOTIVATORS
FAMILIARITIES DRAWBACKS
Push
Pull
SOLVE
struggles
CELEBRATE
motivators
KEEP
familiarities
ELIMINATE
drawbacks

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BECAUSE THE INTENSITY DEFINES THE EFFECTIVITY

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SO …

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BUT IT ALL STARTS BY UNDERSTANDING THE RESISTANCE
USAGE RESISTANCE
not compatible with existing habits
RISK RESISTANCE
feeling of uncertainty
SOCIAL RESISTANCE
psychological or individual

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KNOWING THE DIFFERENT LEVELS
unconscious front runners willingly doubtful sceptics opponents
?
…
MAKE CONSCIOUS SCALE UP FACILITATE ENFORCECONVINCE

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WHY USING NUDGING
The benefits of a good nudge

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IT’S A SIMPLE TRIGGER TO CHANGE BEHAVIOR
ABILITY
MOTIVATION
LOW HIGH
LOWHIGH
ACTION LINE
TRIGGERS
succeed here
TRIGGERS fail
here
BEHAVIOR MODEL (B.J. Fogg)
There are three levels:
FROM A TRIGGER
TO AN ACTION
TO BEHAVIOR CHANGE
1
2
3
1
2
3

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IT’S CHEAP AND EFFECTIVE

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IT’S APPLICABLE ON ALL LEVELS
INDIVIDUAL
GROUP
ORGANISATION
CITY
WORLD

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IT CREATES A POSITIVE ENGAGEMENT

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FITBIT
TRIGGER
Steps per day
ACTION
More physical exercise
BEHAVIOR CHANGE
Improve lifestyle
Nudging, design concepts to change our behavior
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MOOIMAKERS
TRIGGER
Neighbor shares cleaning
action on social media
ACTION
Clean your own street
BEHAVIOR CHANGE
Waste management
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LEASING PLAN E-BIKE
TRIGGER
Lease an electric bike from work
ACTION
Leave the car at home
BEHAVIOR CHANGE
Mobility
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SMOKING BAN UK
TRIGGER
No smoking sign/law inside all
pubs in UK
ACTION
Smokers must go outside
BEHAVIOR CHANGE
Stop smoking
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WHY NOT?
The criticism at nudging

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Nudging can be seen as manipulation. Because it can
influence our behavior without being aware of it
Therefore a nudge should be transparent
NUDGING IS MANIPULATION

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a nudge is for the ‘good’ and a penalty is for the ‘bad’
• Authorities start judging when nudging is restricted for the ‘positive’ actions
or activities
• Who decides what’s good or bad behavior in a society?
• A nudge can tend to patronize
NUDGING IS JUDGING….

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DESIGN YOUR NUDGE

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EASY
facilitate an action
RULE OF THUMB: ‘EAST’
TIMELY
choose the right time
SOCIAL
show behavior of others
ATTRACTIVE
draw the attention
make it fun
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Easy: how to facilitate an action?
Not only the partly filled in forms deliver
facilitation. Also by automatically choosing the
most justified answer and setting it as a standard
(default) offers ease of use. Although the user
must always be able to deviate from this
standard.
‘Simplify, reduce hassle and take out friction’
e.g. mobile payment via KBC banking
EASY

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Attractive: how to make an action attractive?
Attractive means first of all to draw the attention.
Afterwards it’s crucial that a positive message
pulls the human towards an action.
‘The way something is presented influences the
choice. Choose the right messenger.’
e.g. gamification to draw people to use the stairs
ATTRACT

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Social: how to show the way others behave?
We constantly influence each other. What
others are doing, we are doing too.
‘The behavior of others shapes and amplifies what
we do.’
‘One early study compared the effectiveness of extra police patrols
with putting up a sign giving drivers feedback about the percentage of
drivers who were staying inside the speed limit, manually updated once
a week. It was found that the extra policy patrols were around ten
times less effective than the sign. This was replicated in other
countries.’
e.g. Facebook shows friends who have donated to a good cause
SOCIAL

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Timely: how to find the right moment?
Choosing the right time and place of releasing a
nudge is crucial. Think of the notifications you get
when you have been sitting on a chair for 1 hour
straight.
‘The right timing will define whether your nudge will
work or not.’
e.g. an Italian fine offers a discount of 30% when paid within 5 days.
TIMELY

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NUDGING GOES BEYOND SIGNAGE
Nudges in product design – some cases

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A LOT OF NUDGING APPLICATIONS ARE BASED ON SIGNAGE
“Henk en Tom vegen
je straat schoon”

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BUT A SIMPLE PRODUCT FEATURE CAN NUDGE TOO
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How to position the patient
correctly and safely?

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TO GUIDE THE USER TO THE RIGHT USAGE
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How to show user the insertion
direction of a cartridge?

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LIKE A SUBTLE PULSE LIGHT
How to fluently guide a person
through access gates?

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SUMMARY
A marriage between economics, psychology and design

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A MARRIAGE BETWEEN ECONOMICS, PSYCHOLOGY, DESIGN
All nudges are incentives, but not all incentives are nudges
Nudges try to influence subconscious behavior.
nudges are
POSITIVE
TRANSPARENT
CHEAP TO USE
EASY TO REFUSE
1
2
3
4

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NUDGES CAN TRIGGER A BEHAVIOR CHANGE
FROM A TRIGGER
TO AN ACTION
TO BEHAVIOR CHANGE
1
2
3

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A NUDGE IS CONTEXT RELATED
ENVIRONMENT
PERSONA
PHYSICAL
SOCIAL
CULTURAL

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RULE OF THUMB : EAST
EASY Simplify
Friction: remove it or add it to inhibit
Defaults: set the easy path as the healthiest safest option
ATTRACT Personalize: use recipients name; make relevant
Salience: make key points stand out
Lotteries: make incentives more attractive
Emotion: as important as reason
SOCIAL Norms: what are others actually doing?
Networks: a friend or a colleague recommends
Reciprocity and active commitment promises
Reminders of others: eyes and faces
TIMELY Habits: intervene before they become established
Key moments: when behavior is disrupted
Priming and anchoring: the power of what just came before
Time inconsistency: discounting for the future
1
2
3
4

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A NUDGE IS EVERYWHERE

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YOU’RE NUDGED

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MAYBE A LITTLE SENSE OF GUILT?

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MAYBE THE BANDWAGON EFFECT

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THE LAST ONE….

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SUGGESTIVE QUESTION

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MAYBE WE’VE ALL BEEN ‘NUDGED’
LAST SUNDAY?
During the elections

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ELECTRONIC vs PAPER LIST VOTING

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ELECTRONIC VOTING INFLUENCES BEHAVIOR
More preferential votes with electronic voting
People who vote electronically tend to give more preferential votes than people who vote
with pencil and paper.
A candidate on a list where voting computers are used gets an average of 6% more
preferential votes than candidates on a paper list.

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THANK YOU
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