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MINDSPACE EAST

Mindspace EAST by Wilco van Dijk

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Page 1: Mindspace EAST by Wilco van Dijk

MINDSPACE

EAST

Page 2: Mindspace EAST by Wilco van Dijk

DECISION TIME!!!

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How we make decisions

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AutomaticUncontrolledEffortlessFastUnconsciousHeuristic

Reflective ControlledEffortfulSlowSelf-awareSystematic

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The limits of System 2

Simply providing information often has modest and sometimes even unintended impacts

How about ‘talking to’ System 1?

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WHAT IS A NUDGE?

Any aspect of the choice architecture that alters people’s behavior in a predictable way without forbidding any options or significantly changing their economic incentives

(Thaler & Sunstein, 2008)

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WHAT IS A NUDGE?

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LET’S TAKE A LOOK AT YOUR EARLIER DECISIONS!

ARE YOU BEING NUDGED?

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MINDSPACE

NUDGE CHECKLIST

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MINDSPACE

MessengerWe are heavily influenced by who

communicates information

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MINDSPACE

IncentivesOur responses to incentives are shaped

by predictable mental shortcuts

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MINDSPACE

NormsWe tend to do what those around us

already doing

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MINDSPACE

DefaultsWe ‘go with the flow’ of pre-set options

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When a nudge goes awry!

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When DUO got smart

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What a difference it makes!

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MINDSPACE

SalienceOur attention is drawn to what is novel

and seems relevant to us

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MINDSPACE

PrimingOur acts are often influenced by sub-

conscious cues

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MINDSPACE

AffectEmotional associations can powerfully

shape our actions

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MINDSPACE

CommitmentWe seek to be consistent with our public

promises, and reciprocate acts

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MINDSPACE

EgoWe act in ways that make us feel better

about ourselves

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EAST (BIT UK)

NUDGE FRAMEWORK

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EAST

Easy Attractive Social Timely

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EAST

Make it Easy

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Harness the power of defaults

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Reduce the ‘hassle’ factor

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Simplify the message

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EAST

Make it Easy• Harness the power of defaults• Reduce the ‘hassle factor’• Simplify messages

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EAST

Make it Easy Make it Attractive

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Attract attention

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Attract attention

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Design rewards and sanctions

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EAST

Make it Attractive• Attract attention• Design reward and sanctions for

maximum effect

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EAST

Make it Easy Make it AttractiveMake it Social

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Show that most people perform the desired behavior

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EAST

Make it Social• Show that most people perform the

desired behavior• Use the power of social networks• Encourage people to make a

commitment to others

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EAST

Make it Easy Make it AttractiveMake it SocialMake it Timely

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Prompt people when they are most receptive

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EAST

Make it Timely• Prompt people when they are likely to

be most receptive• Consider the immediate costs and

benefits• Help people plan their response to

events

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EAST

Easy Attractive Social Timely

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4 STAGES OF EAST

Define the outcome Understand the context Build your intervention Test, learn, adapt

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MINDSPACE

EAST