How to apply behavioural economics to the design process

Behavioural Design is all about creating the right environment for people to make a decision or take action towards their goals. It can be applied to encourage a desired behaviour, to stop unwanted behaviours as well as to form habitual routines.

Behavioural design is often referred to the concept of nudging, which “proposes positive reinforcement and indirect suggestions as ways to influence the behaviour and decision making of groups or individuals” (thanks Wikipedia). The term was coined by Richard Thaler who built on the “fast and slow thinking” theories of Nobel laureate Daniel Kahneman, and introduced nudging to public policy. Proving the positive effects of applying behavioural economics in practice got him a well-deserved Nobel Prize in 2017. So with all these Nobel recognitions the field of behavioural economics is getting more traction and gaining importance in the design field.

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