Nudging as Part of Behavioural Economics

Introduction

Nudging is
"...any aspect of choice architecture that alters people's behaviour in a predictable way without forbidding any option or significantly changing their economic incentives..."
Richard Thaler et al, 2021

Even small and apparently insignificant changes in context can greatly influence people's decisions and behaviour; need to assume that 'everything matters'.
"...the power of these small details comes from focusing attention of users in a particular direction..."
Richard Thaler et al, 2021

There is no such thing as a neutral design as every design will have its own unique characteristics.

Putting fruit at a high level in supermarket counters is a nudge, while banning junk food is not.

Nudging allows you to work smarter.

A framework for nudging (EAST)

E = Easy (focus on fast brain thinking, favourable default position; make the next step easy, ie reduce the barriers; simple, etc)

A = Attractive (provides rewards, attracts attention; pleasantly unexpected; it's fun, not boring, etc)

S = Social (use social norms, ie socially acceptable behaviour; peer group pressure, etc)

T = Timely (prompt people when they are at the moment of making their decision; focus on the immediate gratification, ie present and now, etc)
(main source: Arun Pradhan, 2019)

Based on the above elements, you tend to design projects on slow thinking.

Need to keep it simple, otherwise behavioural change is hard work.