Nudge Theory
53
NUDGE THEORY KELLY BARON
-
Upload
kelly-baron -
Category
Technology
-
view
137 -
download
1
Transcript of Nudge Theory
NUDGE THEORY
KELLY BARON
@KELLYGANCAS
TABLE OF CONTENTS
1. What’s a Nudge?
2. Brains are Weird
3. Empathetic Defaults
4. Applied Nudges & Digital Product Creation
SXSW | NUDGE THEORY 4
TO NUDGE IS TO “ALERT, REMIND, OR MILDLY WARN.”
DEFINITION
| SXSW | NUDGE THEORY 5
FAMOUS NUDGES
Schiphol Airport, Amsterdam
This little fly reduced “spillage” by 80%.
SXSW | NUDGE THEORY
STAT
6
92%of Americans believe
it’s important to always wash your hands,
Source: “Overconfidence among physicians and nurses: The ‘micro-certainty, macro-uncertainty’ phenomenon,” Social Science & Medicine, 1991
66%actually do.
BUT only
| SXSW | NUDGE THEORY 7
APPLIED NUDGES
• Inexperienced
• Poorly Informed
• Tired/Hungry
PEOPLE DON’T MAKE GOOD DECISIONS WHEN THEY ARE:
When common sense fails, common sensors bridge the gap.
| NUDGE THEORY 8
NUDGE OR NOT?
• Influences behavior
• Preserves choice
A WELL-DESIGNED PRISON CELL
NUDGES EXIST BECAUSE WE DON’T ACT IN OUR OWN BEST INTEREST.
BRAINS ARE WEIRD
| NUDGE THEORY 10
KNOW THYSELF
WHAT MOVIE WILL YOU SEE NEXT WEEK?
WHAT MOVIE WILL YOU SEE TONIGHT?
LONG-TERM ESTIMATES ARE MORE DIFFICULT.
SXSW | NUDGE THEORY 11
OPTICAL ILLUSIONSFALLACIES
7
8
| NUDGE THEORY 15
IT’S ALL RELATIVE
Ebbinghaus Illusion
IMAGE: KEVIN WISBITH
RICHARD H. THALER & CASS R. SUNSTEIN, NUDGE
There’s no such thing as neutral design.
WHY DEFAULT SETTINGS RULE THE WORLD
| SXSW | NUDGE THEORY 21
OPT-IN VS. OPT-OUT
Organ Donation
In opt-out countries, over 90% of people donate their organs.
In opt-in countries, fewer than 15% do.
Source: Davidai, S., Gilovich, T., & Ross, L. (2012). The meaning of default options for potential organ donors.
| NUDGE THEORY 22
MEETING PEOPLE WHERE THEY ARE
• Normally, 10
hours of fasting
• During Ramadan
DIABETES SCREENINGS
UNDERSTANDING CULTURAL CONTEXTS HELPS YOU REDUCE FRICTION.
SXSW | NUDGE THEORY 23
MIND THE (EMPATHY) GAP
FALLACIES
SXSW | NUDGE THEORY 24
FRENCH FRY FALLACYFALLACIES
SXSW | NUDGE THEORY 25
PEOPLE DESIGNING PRODUCTS
PEOPLE BUYING
PRODUCTS
1. Fast Company, “The Innovation Economy Is Terrible At Designing For Women,” 2016. 2. Bloomberg, “Women Make Up 85% of All Consumer Purchases,” 2016.
85%WOMEN
85%MEN
| NUDGE THEORY 26
TECHNIQUE
• Cause the least harm
& most good
• As determined by
the user, not by you
GOOD DEFAULT
EXAMPLE: AUTO-RENEW
30-DAYTRIAL
AUTO-RENEW
INDIVIDUAL CHOICES
| NUDGE THEORY 28
HIDDEN CHOICES
SOMETIMES, CHOICES ARE DECOYS.
$41 STEAKS make you order the$36 LAMB CHOPS.
| NUDGE THEORY 29
HIDDEN CHOICES
SOMETIMES, CHOICES ARE DECOYS.
THE INVISIBLE CHOICE: THROWING THE CIGARETTE ON THE GROUND.
LADDERING UP TO BEHAVIOR
NUDGE THEORY 31
EACH INSTANCE OF HAND WASHING IS A BINARY CHOICE.
TO WASH OR NOT TO WASH?
NUDGE THEORY 32
92%of Americans believe
it’s important to always wash your hands,
Source: “Overconfidence among physicians and nurses: The ‘micro-certainty, macro-uncertainty’ phenomenon,” Social Science & Medicine, 1991
STAT
66%actually do.
BUT only
MEDICAL ERRORPREVENTION
REAL-TIMENOTIFICATIONS
NUDGE THEORY 34
AMERICAN MEDICAL ASSOCIATION, EFFECTS OF COMPUTERIZED CLINICAL DECISION SUPPORT SYSTEMS ON PRACTITIONER PERFORMANCE AND PATIENT OUTCOMES
Improved practitioner performance was associated with [systems] that automatically prompted users compared with requiring users to activate the system (success in 73% of trials vs 47%).
SXSW | NUDGE THEORY
STAT
36
$11-12Kper error prevented.
Source: “The Economic Measurement of Medical Errors,” Society of Actuaries, 2010
Estimated hospital savings of
NUDGE THEORY 37
Anywhere human nature contradicts business goals, regular real-time
intervention is needed to keep people from acting too much like people.
KEY INSIGHT
HOW TO NUDGE DIGITALLY
SXSW | NUDGE THEORY 39
MAKE THE INTANGIBLE, TANGIBLE.
PRINCIPLES FOR APPLIED NUDGES
SXSW | NUDGE THEORY 40
MAKE THE UNFAMILIAR, RELATABLE.
PRINCIPLES FOR APPLIED NUDGES
SXSW | NUDGE THEORY 41
MAKE THE DISTANT, IMMEDIATE.
PRINCIPLES FOR APPLIED NUDGES
| SXSW | NUDGE THEORY 42
WHY:
HOW:
BELIEFS & BEHAVIOR DON’T MATCH.
WITH COMMON SENSE & COMMON SENSORS.
BY: TAKING THINGS OFF THE THINKING LIST.
QUESTIONS?
APPENDIX
| SXSW | NUDGE THEORY 46
HOW TO
Types of Nudges
• Anchoring
• Priming
• Comparison
• Context/Framing
• Real-time
• Reminder
• Good Default
• Social
| SXSW | NUDGE THEORY 47
STIMULUS-RESPONSE COMPATIBILITY
Nudging Natively
• Hybrid v. Native • Push & Pull
JASON JOB,VP OF DEVELOPMENT EVANGELISM AT FJORD
With hybrid, you’re always going to be compromising. It’ll either be more like Android or like iOS or like neither. One of them is going to suffer.
NUDGING TO SEE HERE
SAVINGS ACCOUNTS
LOTTERY
COLLEGECOUNSELING
TEXTING
MANIPULATE YOUR COWORKERS
WHAT NUMBER DO I KNOW?
IS THE NUMBER I NEED
TO KNOW BIGGER OR SMALLER?
ADJUST
ADJUST
ANCHORING
