Honors presentation

Nudge Design Joseph Doria

Honors Project: Nudge Design

Fa 102a: Nudge Design

Joseph Doria



“I try to persuade people to act in ways that are not only in their own interest, but in the interest of society at large.”

-‐Eric Schlosser



Nudge Design-‐ Any aspect of the choice architecture that alters people’s behavior in a predictable way without forbidding their libertarian paternalism.

Richard Thaler-‐ Author of Nudge: Improving Decisions About Health, Wealth, and Happiness



Libertarian paternalism-‐ Keeping someone’s liberty to choose, but influencing him or her to choose something else.

Allowing Somone to use an excessive amount of paper towels, but persuading them to use less.

hRp://blogsabo.ahnlab.com/category/문화산책/컬처리뷰



Psychology Behind Design: Understanding how people cogniVvely make their choices.

AutomaVc and Reflexive Psychology:

-‐AutomaVc Psychology-‐ Quick and effortless decision making -‐Reflexive Psychology-‐ well thought out and controlled decision making.



Understanding the psychology behind decision making allows designers to create designs that effect the choices we cogniVvely make.

Simply reducing the serving area of a plate made people eat less, and throw less away.



Understanding the psychology in decision making now allows us to beRer analyze human behavior in choice making.

Behavioral Economics-‐ Explores how theories and models in economics change when cogniVve biases and irraVonal behavior is taken into account



Behavioral Economics -‐ Based on assumpVon the people are raVonal. -‐ Based on CogniVve Biases -‐ Measured in losses and gains

CogniVve Bias-‐ Leads us to make less raVonal decisions, and can make a design have an opposite effect on people



Behavioral Economics Example

Hulu Allows you to choose how to watch adverVsing. People choose to watch the longer add and not watch interrupVve commercials.

hRp://www.businessinsider.com.au/evolving-‐beyond-‐the-‐banner-‐2009-‐9#the-‐back-‐of-‐the-‐glossy-‐magazine-‐ad-‐1



CogniVve Bias Example

No stealing sighs in petrified forest increased the` because people assumed stealing was a regular acVon at the forest



What must a 21st century designer take into account?

The focus on posiVve outcomes -‐CreaVng a preferable future -‐Example-‐ Printer that shows preview to reduce waste. -‐Designs for the beRerment of humanity



The 21st Century Designer

Ignore what you know-‐ PotenVally shape behavior in a completely arbitrary and unplanned way. ParVcipate openly-‐ Keep declare and responsible outcomes in mind. Quietly manipulate behavior-‐ Manipulated by unfair or insidious means to one’s own advantage, as in the case of opVon 3 above.



Nudge Design Around the World

Schiphol Airport reduces spillage in bathrooms by 80% simply painVng a fly in the urinals.

hRp://www.doctordisrupVon.com/design/the-‐principles-‐of-‐design-‐17-‐nudge/



Nudge Design Around the World

In Copenhagen footprints leading to garbage can makes LiRering drop by 46% within a month.

hRp://www.cnn.com/2012/02/08/tech/innovaVon/green-‐nudge-‐environment-‐persuasion/



Possible Nudge Designs at Hofstra

These Bathrooms are located in McEwen Hall and The Herbert School Of CommunicaVon.



Possible Nudge Designs at Hofstra? -‐In McEwen the sink is almost always forgoRen to be turned off. -‐In Herbert School of CommunicaVons the garbage is over flowing with paper towels.



In The Herbert School of CommunicaVons you have a choice between the blower and the paper towels. Lets Nudge them to make the beRer choice.



In McEwen, lets nudge them into turning the sink off.



Nudge Design: The Design of the Future

•  Designs that allow people to choose, but don’t limit your liberty to choose

•  Understanding the psychology of choice, makes for beRer Nudge Designs

•  Designs for the beRerment of society



“Nudging is about giving people the freedom of choice, but steering their choice.”

-‐Dilip Soman