Nudges

Godfrey HobbsGrowth Hacker, BuildDirect

Intro

What in the heck is Nudge?

Image source: http://nudges.org/

Agenda

Government / Research

Book

Key points

Nudge Unit

Government examples

Business

Amazon.com

Google People

Costco reduces choice

Soft paternalism

Small changes

Plane English

Build choice architecture around your customer

Lure folks to make the Right Choice Overcome Mental shortcuts/Rules of thumb in decision making

Remove friction

Nudge published: April 8, 2008

• "Linda is 31 years old, single, outspoken, and very bright. She majored in philosophy. As a student, she was deeply concerned with issues of discrimination and social justice and also participated in anti-pipeline demonstrations".

• Which future for Linda is most probably?. A. ”a bank teller" B. ”a bank teller active in the feminist movement"

Linda is 31 years old

Behavioural Insights Team –GOV.UK

British Prime Minister-David Cameron

Honesty > sign at top

Image source: http://www.behaviouralinsights.co.uk/wp-content/uploads/2015/07/BIT-Publication-EAST_FA_WEB.pdf

A Nudge is not a slap

Slap

Now, let’s read this slide

Image source: http://kylerush.net/blog/optimization-at-the-obama-campaign-ab-testing/

• Growth hacking: • 1. Step one: Create Funnel • 2. Step two: Nudge • 3. ???? • 4. PROFIT!!!

Why Nudge?Underwears?

• Easy• Attractive• Social• Timely

EAST

Spot the Nudges?

Good Job. You are Awesome!

I demand fewer choicesTyranny of choice

• Project M&M• Protesting small plates

Work Rules

Find out h

ow

people are already

Hacking th

e syste

m

Building your first Nudge?

• Design movement not mandates.

• Proving a North Star in a crowded night sky.

Conclusion