Guiding Choices in UX: The Role and Ethics of Nudging
Bridging Behavioural Economics with User Experience Design
Nudging — have you heard of this subtle approach for guiding user behaviour? It's an influential technique that originated from behavioural economics and psychology. Nudging gently steers people towards beneficial choices, while maintaining freedom of choice. This article looks at the art of ethical nudging. We'll explore what it is, where it came from, and how it can be used to enhance user experiences when applied appropriately. Read on to learn how to use ethical nudges that positively shape user decisions.
What is Nudging?
Nudging was introduced by Richard Thaler and Cass Sunstein in their 2008 book, "Nudge: Improving Decisions About Health, Wealth, and Happiness." They describe nudging as the process of designing choices in a way that leads people to make specific decisions, yet still allows them to make their own choices. Nudging builds on the idea that many decisions are made unconsciously, influenced by environmental cues and automatic thought processes.
The key feature of a nudge is its ability to subtly influence behaviour leveraging cognitive biases without forcing or forbidding options. Unlike bans or educational campaigns, nudges work with existing thinking processes, not against them
While the term "nudging" gained popularity with Thaler and Sunstein's book, the core principles have been studied for decades in psychology. Studies have demonstrated that many human decisions and behaviours are guided by non-conscious processes, rather than deliberate, conscious thinking. For instance, consumer choices can be influenced by subtle environmental cues like music, spatial positioning of products, and order effects (North, Hargreaves, & McKendrick, 1999; Valenzuela & Raghubir, 2009). Moreover, a large proportion of daily choices related to eating, shopping, and lifestyle are made habitually and automatically, outside of full awareness
Dual process theories in psychology differentiate between two systems of thinking that drive behaviours - one that is slow, effortful and conscious versus one that is fast, automatic and non-conscious (Kahneman, 2012; Sheeran, Gollwitzer, & Bargh, 2013). The latter intuitive system accounts for most routine, everyday decision making. After Thaler and Sunstein's book, the term nudge was used for interventions that leverage these automatic psychological processes.
Since the concept was introduced it has gained widespread attention from researchers, policymakers, businesses, and practitioners. For example, several countries now have researchers advising on nudges in policy.
Examples of Nudging
There are numerous examples of nudging that most of us have encountered at some point online or offline. Do you remember the video of the musical stairs in Stockholm that went viral in the late 2000s? That’s an example of how nudging can be used to push people to make better choices.
Many studies have also shown the effectiveness of nudging. For example, research by Johnson and Goldstein (2003) found that countries with an opt-out policy for organ donation have higher donation rates compared to countries requiring an opt-in.
Another study placed healthy snacks near checkout at a train station, replacing the usual unhealthy options. This subtle change almost doubled healthy snack sales in a week, showcasing how nudges can influence choices without limiting them (Kroese et al., 2015). Research suggests that nudging tackles crucial issues like health, finances, and environmental protection (Thaler & Sunstein, 2008; Hollands et al., 2013).
Types of Nudges
Researchers have identified various ways to categorise nudges, with different approaches emphasising specific aspects. Some of the most popular ones are discussed below:
Types based on mechanisms of influence:
Changing salience: Making an option more prominent can influence choice through increased attention and accessibility. Examples include placing healthy snacks at eye level in a grocery store (Wansink & Sobal, 2007) or highlighting fuel-efficient cars on a dealership website (Johnson et al., 2012).
Changing defaults: Pre-selecting an option nudges people towards it unless they actively opt-out, leveraging the "status quo bias". Examples include opting people into organ donation by default or setting printer settings to double-sided printing by default.
Priming: Exposing people to subtle cues can unconsciously activate associations that influence their choices. For example, playing classical music in a wine store to associate it with sophistication (North et al., 1999).
Social norms: Presenting information about what others typically do can influence individual behaviour due to conformity tendencies (Cialdini, 2006). Examples include displaying stats on how many people choose a specific energy-saving plan (van der Linden et al., 2015) or showing the popularity of healthy menu options (Milkman et al., 2010).
Based on Impact on Decision-Making:
Automatic vs. reflective nudges: This distinction highlights whether a nudge influences decisions through automatic, non-conscious processes or if it relies on conscious thought and reflection. Changing plate size to influence portion sizes (Wansink & van Ittersum, 2005) is an example of an automatic nudge, while providing information on healthy portion sizes (Hollands et al., 2013) is reflective.
Another popular categorisation comes from the British Behavioural Insights Team (BIT) Framework. This uses the acronym MINDSPACE to categorise nudges based on the psychological principles they exploit: Messenger, Incentives, Norms, Defaults, Salience, Priming, Affect, Commitment, and Ego (Dolan et al., 2010).
It's important to remember that these classifications are not mutually exclusive. Nudges often combine elements from different categories to achieve a desired effect. Additionally, research on nudges is constantly evolving, leading to potential new categories emerging as our understanding of human behaviour deepens.
Why Use Nudges in UX?
Nudges work by leveraging various cognitive biases and mental shortcuts that influence human behaviour. This approach to influencing decision-making can significantly enhance the user experience.
Some benefits of using nudges in UX include:
Improved user experience by guiding users to optimal paths based on workflow studies. Nudges are positive manipulation and can facilitate the easier, more beneficial choice for users.
Increased engagement through nudges optimised based on metrics like click-through rates. Cialdini's principle of social proof highlights how displaying the behaviour of others can encourage similar actions among users.
Reduced cognitive load by simplifying complex decisions using defaults, smart suggestions, and layered choices. A Microsoft study changed defaults to double-sided printing, cutting paper use by 45% (Egebark and Ekstrom, 2016).
Encouraging positive behaviours. Strategic nudges can help users build beneficial habits at crucial moments. For example, research by Acland and Levy demonstrated that sending timed motivational messages could significantly boost gym attendance.
Pitfalls of Nudging in UX
Nudging in UX design, while beneficial in guiding user behaviour in positive ways, also comes with its set of pitfalls if not carefully implemented. Understanding these drawbacks is crucial for anyone aiming to use nudges responsibly and effectively. Here are some key pitfalls associated with using nudges in UX:
Over-reliance on defaults: Defaults are a common nudge used to guide users towards a preferred action, but over-relying on them can lead to user complacency or a lack of engagement with other options. Users might miss out on choices better suited to their needs because they take the path of least resistance.
Ethical concerns: Nudges can veer into manipulative territory if not aligned with the user's best interests in — in fact, they can be seen as positive manipulation. There's a thin line between guiding users and manipulating them into decisions that benefit the service provider more than the user. Ethical concerns arise when nudges are used to exploit cognitive biases without clear benefit to the user.
Undermining trust: If users perceive that they are being manipulated or pushed too hard in a certain direction, it can lead to a loss of trust in the platform. Transparency about the use of nudges and respecting user autonomy is crucial to maintaining trust.
Reducing user autonomy: While nudges are designed to preserve freedom of choice, poorly designed nudges can limit perceived choices by making alternatives less visible or appealing. This reduction in autonomy can frustrate users who value control over their decisions.
Cognitive overload: Even though careful use of nudges can reduce cognitive overload, implementing too many nudges, especially in a complex interface, can have the opposite effect and lead to cognitive overload, where users are overwhelmed by the amount of information and decisions they need to make. This can detract from the user experience rather than enhance it.
Potential for unintended consequences: Nudges designed with a specific outcome in mind may have unintended side effects on user behaviour. For example, a nudge intended to promote one positive action might inadvertently discourage another beneficial behaviour.
Principles for Ethical Nudging
So nudges can be beneficial but what can we do to avoid the pitfalls and fall into dark patterns? To ensure nudges are used responsibly, we can:
Test nudges extensively to avoid unintended harms or Reactance from users .
Allow easy reversal of choices guided by nudges. Nudges are should not prevent people from making their own choices.
Be transparent about nudges instead of hiding influence. Research shows disclosing nudges may not reduce their effectiveness.
Conduct user research. Ensure nudges align with users' goals and interests based on user testing and feedback.
Never exaggerate or intentionally deceive users through nudges.
Respecting user autonomy is key here. Nudges should act more like helpful assistants than manipulative salespeople. When used judiciously and transparently, they can guide users to make better choices aligned with their real interests.
Conclusion
In summary, nudging based on behavioural research allows us to craft experiences that gently guide users towards better behaviours and outcomes while preserving freedom of choice. When applied transparently and responsibly, nudges can become powerful UX tools rather than unethical manipulations.