How to nudge consumers to make greener choices | ScienceNordic
the power of the default
the power of the default
behavioural scientists are as biased as anyone
Here’s one way to deal with things : show them a clip from the film Apollo 13. Specifically, the bit where the crew on board the lunar module are facing imminent suffocation due to a faulty air filter, so the scientists on the ground are forced to make a ‘square peg fit a round hole’ with whatever is available to the astronauts. I showed the clip to one client team I was working with, who were all blockers and no action. Before watching the clip the team was fatalistically resigned to business as usual. They didn’t like it, but they accepted it. Business as usual was a six month requirement gathering phase leading to a £1.5m bet on an unproven concept. After watching the clip, they built a working proof of concept within two hours, a fully fledged beta test within 6 weeks and ended up with an award-winning product that delights customers and is incredibly valuable to the business.
Cognitive bias wall chart
Though nudge-economics remains seductive, what once seemed like a panacea has come to look a bit more like a series of sticking plasters. Earlier this year the nudge unit was removed from direct government control, partly sold to the Nesta innovation charity run by New Labour guru Geoff Mulgan, a move which seemed to suggest the prime minister no longer viewed it as quite so central to his philosophy. That move has coincided with a backlash, or at least a critical analysis, of some of the tenets on which its brand of behavioural economics is based.
Behavioral scientists have been studying these quirks of the mind for decades and have identified three main barriers that can lead clients astray. To summarize, clients need to: Believe what you’re saying Choose what to do Actually do it Each of these steps presents unique challenges.
Note free appendix in Supplemental section provides examples of how this works. "A key insight is that these behaviours are not predominantly driven by deliberative conscious decisions, but occur directly in response to environmental cues and without necessary representation of their consequences. Consequently, interventions that target non-conscious rather than conscious processes to change health behaviour may have significant potential... We propose a framework for describing or categorising interventions to change health behaviour by the degree to which their effects may be considered non-conscious. "
"So the big question is: How can health systems be made safer when success means changing the attitudes and habits of health care professionals at a time when many are overwhelmed and deeply frustrated by all of the demands being made on them? What does it take to get them to embrace, with urgency, new ways of working?"
"This explorative study gives a descriptive overview of what organizations do and experience when they say they practice design thinking. It looks at how the concept has been appropriated in organizations and also describes patterns of design thinking adoption. "
"Models of Impact is a strategic business-design toolkit. Our mission is to promote legacy and entrepreneurship in the social impact community by developing tools and resources that make it easy (and fun!) to design disruptive business models. Our method is comprised of a simple 4-step process: Learn, Invent, Program, and Report. Our toolkit is designed for Educators, Entrepreneurs, Designers, and Non-Profits, and is available on a "Pay-What-You-Want" basis for immediate download. This .zip file contains a series of game-based workshop curricula and brainstorm activities, a comprehensive glossary that documents 101 business models, a series of 3 maps, and a library of 98 icons."
“the unhappy path” — The places where users may, intentionally or not, stray from your idealized flow. As we learn to craft systems rather than pages, we must invest effort into shaping these often missed states of design and create with a component lifecycle that can support everyone."