Nudge

October 4th, 2011 in Interaction Design by 0 Comments

Notes from Nudge: Improving Decisions About Health, Wealth, and Happiness, by Thaler and Sunstein

Chapter 5: Choice Architecture

  • The “Automatic Systems” will always tell us instinctly how we should react.
  • “Stimulus response compatibility”
  • “Automatic Systems always win over Reflective Systems”
  • “If you indirectly infludence the choice other people make, you are a choice architect”

DEFAULTS: PADDING THE PATH OF LEAST RESISTANCE

  • “Defaults are ubiquitous and powerful”
  • Great difference between “self-serving” and “helpful” defaults
  • No Child Left Behind opt-in vs opt-out default
  • Complex choices are bad to be required choosing

EXPECT ERROR

  • The Paris Le Metro expects users to mess up, and is set up to handle that
  • “Postcompletion” error – predictable error, once the main task is finished, folks forget things that relate to the previous steps
  • “Forcing function” – “in order to get what you want, you have to do something else first”
  • The more you have to do something, the more you can forget.
  • “Habits are controlled by the Automatic System”

GIVE FEEDBACK

  • Good to provide feedback to humans
  • Assumed feedback (digital coping analog noises)
  • Don’t give too much feedback

UNDERSTANDING “MAPPINGS”: FROM CHOICE TO WELFARE

  • Provide proper mappings to understand the choices given
  • RECAP: Record, Evaluate, and Compare Alternative Prices
  • RECAP programs help people make smarter decisions

STRUCTURE COMPLEX CHOICES

  • “Elimination by aspects” acts like a filter.
  • The more choices folks have, the more important choice architecture becomes
  • Netflix success in part comes from good choice architecture.
  • Some people like collaborative filtering
  • Don’t just show folks what other folks like them like, also show what other people with different tastes like.

INCENTIVES

  • Questions to ask: who uses / chooses / pays / profits?
  • Supply & Demand
  • Salience is important, and can be manipulated.
  • Being more blunt now has a bigger effect than being blunt later.

NUDGES

  • iNcentives
  • Understand Mappings
  • Defaults
  • Give feedback
  • Expect error
  • Structure complex choices

Author: ezraezra

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