This document discusses nudges and how they can be used by governments and businesses. It defines a nudge as a small change that guides people towards making better decisions without restricting their choices. The document outlines how the UK government established a Behavioral Insights Team to apply nudges in policymaking and provides examples of how companies like Amazon, Google, and Costco have used nudges. It advocates designing choice architecture that guides people towards the "right choice" by overcoming mental shortcuts and removing friction from the decision making process.

1. Nudges

2. Godfrey Hobbs
Growth Hacker, BuildDirect
Intro

3. What in the heck is Nudge?
Image source: http://nudges.org/

4. Agenda
Government / Research
Book
Key points
Nudge Unit
Government examples
Business
Amazon.com
Google People
Costco reduces choice

5. 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

6. • "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

7. Behavioural Insights Team –GOV.UK
British Prime Minister-David Cameron

8. Honesty > sign at top
Image source: http://www.behaviouralinsights.co.uk/wp-content/uploads/2015/07/BIT-Publication-EAST_FA_WEB.pdf

9. A Nudge is not a slap

10. Slap

11. Now, let’s read this slide
Image source: http://kylerush.net/blog/optimization-at-the-obama-campaign-ab-testing/

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

13. • Easy
• Attractive
• Social
• Timely
EAST

14. Spot the Nudges?

15. Good Job. You are Awesome!

16. I demand fewer choices
Tyranny of choice

17. • Project M&M
• Protesting small plates
Work Rules

18. Building your first Nudge?

19. • Design movement not mandates.
• Proving a North Star in a crowded night sky.
Conclusion