The presentation discusses default bias and how defaults influence behavior. It shows that countries with opt-in organ donation systems have much lower donation rates than opt-out systems. The presentation also discusses how ordering options like food or insurance plans can steer choices by placing healthier or more profitable defaults first. While people have freedom of choice, defaults and ordering take advantage of human tendencies to stick with what is presented as default.

1. The Power of
Persuasive Design and
Default Bias
Team Presentation Adam Coren, Joli Goldstein & Robin Deering

2. What is Default Bias?
 A type of persuasive design
 Simply put, it is a preference for the ways things
currently are
 If something is a particular way by default, people
are less likely to change it
Team Presentation Adam Coren, Joli Goldstein & Robin Deering

3. How many people in the room are Organ Donors?
Team Presentation Adam Coren, Joli Goldstein & Robin Deering

4. “countries with [organ donor] rates below 20% designed the donation
form so that drivers must opt into the organ donation program,
whereas the countries with more than 95% participation have forms
that make drivers opt out”
Team Presentation Adam Coren, Joli Goldstein & Robin Deering

5. People do not make rational decisions
Even if one option may prove to be more beneficial than
another, we may choose the worse option only because it is
simpler to do so
Assignment #1
Adam, Frank, Robin, Joli
Team Presentation Adam Coren, Joli Goldstein & Robin Deering

6. Consider how food is presented in a school cafeteria
1 2 54 3
1 being the least healthy choice
and 5 being the healthies choice
Beginning
of the line
End of
the line
Option 1: Leave them random
Team Presentation Adam Coren, Joli Goldstein & Robin Deering

7. 125 4 3
1 being the least healthy choice
and 5 being the healthiest
choice
Beginning
of the line
End of
the line
Option 2: Healthiest First
Team Presentation Adam Coren, Joli Goldstein & Robin Deering

8. Assignment #1
Adam, Frank, Robin, Joli
$$$$$$$$ $$$
$
$$$
$$$$$ being the most profitable
$ being the least profitable
Beginning
of the line
End of
the line
Option 3: Highest Profit
Team Presentation Adam Coren, Joli Goldstein & Robin Deering

9. Option 1: Ignore what you know
Option 2: Participate openly
Option 3: Quietly manipulate behavior
Team Presentation Adam Coren, Joli Goldstein & Robin Deering

10. This is not a fool-proof system
A student on line will always have the
option of picking the healthiest or
unhealthiest option regardless of their
order.
People can still make their own choices
Team Presentation Adam Coren, Joli Goldstein & Robin Deering

11. One of the clearest findings in persuasive design is that you can give
people all the facts, which may alter their attitude toward something
but won’t necessarily change behavior.
 Climate Change statistics
Team Presentation Adam Coren, Joli Goldstein & Robin Deering

12. Adam Coren, Joli Goldstein & Robin DeeringTeam Presentation
Robin
Deering
Importance to Design
• Social responsibility
• More long term benefits
• Visual communication of information

13. Adam Coren, Joli Goldstein & Robin DeeringTeam Presentation
Robin
Deering
Importance to Design
• Order of food matters
• Healthier options first
• Responsible outcomes
https://www.cbc.ca/backtoschool/2011/07/eating-smarter-at-the-high-school-cafeteria.html

14. Adam Coren, Joli Goldstein & Robin DeeringTeam Presentation
Robin
Deering
Speculation
• The power of the default bias
https://www.mcdonalds.com/us/en-us/full-menu/happy-meal.html

15. Adam Coren, Joli Goldstein & Robin DeeringTeam Presentation
Robin
Deering
Speculation
https://www.mcdonalds.com/us/
en-us/full-menu/happy-
meal.html

16. Adam Coren, Joli Goldstein & Robin DeeringTeam Presentation
Robin
Deering
Speculation
• Mobile apps for healthy lifestyle
• Default built-in apps
• Competition between consumers
https://support.apple.com/en-us/HT203037

17. Adam Coren, Joli Goldstein & Robin DeeringTeam Presentation
Robin
Deering
Speculation
• Gamification- applying elements of
game playing/competition to
increase productivity
• Apps tied with car insurance
• Turning safe driving into a
competition
https://www.pinterest.com/pin/540
361655262922187/?lp=true

18. Adam Coren, Joli Goldstein & Robin DeeringTeam Presentation
Robin
Deering
Speculation
• Options and incentives not enough
• Changing the environment
• Architectural designing for healthier living
http://www.spaceist.co.uk/
school-college-
furniture/canteen-cafe-

19. Adam Coren, Joli Goldstein & Robin DeeringTeam Presentation
Robin
Deering
Speculation
http://www.wonderfullights.com/listing/green-silicon-pendant-
light-with-bulb/150
http://www.theestatesga.com/vit-a224690a29f0eccf.html https://www.istockphoto.com/photos/plastic-cafeteria-trays