Nudge Design

1. Nudge
Design
Joseph
Doria
Honors
Project:
Nudge
Design
Fa
102a:
Nudge
Design
Joseph
Doria

2. Nudge
Design
Joseph
Doria
Honors
Project:
Nudge
Design
“I
try
to
persuade
people
to
act
in
ways
that
are
not
only
in
their
own
interest,
but
in
the
interest
of
society
at
large.”
-­‐Eric
Schlosser

3. Nudge
Design
Joseph
Doria
Honors
Project:
Nudge
Design
Richard
Thaler-­‐
Author
of
Nudge:
Improving
Decisions
About
Health,
Wealth,
and
Happiness
Nudge
Design-­‐
Any
aspect
of
the
choice
architecture
that
alters
people’s
behavior
in
a
predictable
way
without
forbidding
their
libertarian
paternalism.

4. Nudge
Design
Joseph
Doria
Honors
Project:
Nudge
Design
Libertarian
paternalism-­‐
Keeping
someone’s
liberty
to
choose,
but
influencing
him
or
her
to
choose
something
else.
Allowing
Somone
to
use
an
excessive
amount
of
paper
towels,
but
persuading
them
to
use
less.
hRp://blogsabo.ahnlab.com/category/문화산책/컬처리뷰

5. Nudge
Design
Joseph
Doria
Honors
Project:
Nudge
Design
Psychology
Behind
Design:
Understanding
how
people
cogniVvely
make
their
choices.
AutomaVc
and
Reflexive
Psychology:
-­‐AutomaVc
Psychology-­‐
Quick
and
effortless
decision
making
-­‐Reflexive
Psychology-­‐
well
thought
out
and
controlled
decision
making.

6. Nudge
Design
Joseph
Doria
Honors
Project:
Nudge
Design
Understanding
the
psychology
behind
decision
making
allows
designers
to
create
designs
that
effect
the
choices
we
cogniVvely
make.
Simply
reducing
the
serving
area
of
a
plate
made
people
eat
less,
and
throw
less
away.

7. Nudge
Design
Joseph
Doria
Honors
Project:
Nudge
Design
Understanding
the
psychology
in
decision
making
now
allows
us
to
beRer
analyze
human
behavior
in
choice
making.
Behavioral
Economics-­‐
Explores
how
theories
and
models
in
economics
change
when
cogniVve
biases
and
irraVonal
behavior
is
taken
into
account

8. Nudge
Design
Joseph
Doria
Honors
Project:
Nudge
Design
Behavioral
Economics
-­‐
Based
on
assumpVon
the
people
are
raVonal.
-­‐
Based
on
CogniVve
Biases
-­‐
Measured
in
losses
and
gains
CogniVve
Bias-­‐
Leads
us
to
make
less
raVonal
decisions,
and
can
make
a
design
have
an
opposite
effect
on
people

9. Nudge
Design
Joseph
Doria
Honors
Project:
Nudge
Design
Behavioral
Economics
Example
Hulu
Allows
you
to
choose
how
to
watch
adverVsing.
People
choose
to
watch
the
longer
add
and
not
watch
interrupVve
commercials.
hRp://www.businessinsider.com.au/evolving-­‐beyond-­‐the-­‐banner-­‐2009-­‐9#the-­‐back-­‐of-­‐the-­‐glossy-­‐magazine-­‐ad-­‐1

10. Nudge
Design
Joseph
Doria
Honors
Project:
Nudge
Design
CogniVve
Bias
Example
No
stealing
sighs
in
petrified
forest
increased
the`
because
people
assumed
stealing
was
a
regular
acVon
at
the
forest

11. Nudge
Design
Joseph
Doria
Honors
Project:
Nudge
Design
What
must
a
21st
century
designer
take
into
account?
The
focus
on
posiVve
outcomes
-­‐CreaVng
a
preferable
future
-­‐Example-­‐
Printer
that
shows
preview
to
reduce
waste.
-­‐Designs
for
the
beRerment
of
humanity

12. Nudge
Design
Joseph
Doria
Honors
Project:
Nudge
Design
The
21st
Century
Designer
Ignore
what
you
know-­‐
PotenVally
shape
behavior
in
a
completely
arbitrary
and
unplanned
way.
ParVcipate
openly-­‐
Keep
declare
and
responsible
outcomes
in
mind.
Quietly
manipulate
behavior-­‐
Manipulated
by
unfair
or
insidious
means
to
one’s
own
advantage,
as
in
the
case
of
opVon
3
above.

13. Nudge
Design
Joseph
Doria
Honors
Project:
Nudge
Design
Nudge
Design
Around
the
World
Schiphol
Airport
reduces
spillage
in
bathrooms
by
80%
simply
painVng
a
fly
in
the
urinals.
hRp://www.doctordisrupVon.com/design/the-­‐principles-­‐of-­‐design-­‐17-­‐nudge/

14. Nudge
Design
Joseph
Doria
Honors
Project:
Nudge
Design
Nudge
Design
Around
the
World
In
Copenhagen
footprints
leading
to
garbage
can
makes
LiRering
drop
by
46%
within
a
month.
hRp://www.cnn.com/2012/02/08/tech/innovaVon/green-­‐nudge-­‐environment-­‐persuasion/

15. Nudge
Design
Joseph
Doria
Honors
Project:
Nudge
Design
Possible
Nudge
Designs
at
Hofstra
These
Bathrooms
are
located
in
McEwen
Hall
and
The
Herbert
School
Of
CommunicaVon.

16. Nudge
Design
Joseph
Doria
Honors
Project:
Nudge
Design
Possible
Nudge
Designs
at
Hofstra?
-­‐In
McEwen
the
sink
is
almost
always
forgoRen
to
be
turned
off.
-­‐In
Herbert
School
of
CommunicaVons
the
garbage
is
over
flowing
with
paper
towels.

17. Nudge
Design
Joseph
Doria
Honors
Project:
Nudge
Design
In
The
Herbert
School
of
CommunicaVons
you
have
a
choice
between
the
blower
and
the
paper
towels.
Lets
Nudge
them
to
make
the
beRer
choice.

18. Nudge
Design
Joseph
Doria
Honors
Project:
Nudge
Design
In
McEwen,
lets
nudge
them
into
turning
the
sink
off.

19. Nudge
Design
Joseph
Doria
Honors
Project:
Nudge
Design
Nudge
Design:
The
Design
of
the
Future
• Designs
that
allow
people
to
choose,
but
don’t
limit
your
liberty
to
choose
• Understanding
the
psychology
of
choice,
makes
for
beRer
Nudge
Designs
• Designs
for
the
beRerment
of
society

20. Nudge
Design
Joseph
Doria
Honors
Project:
Nudge
Design
“Nudging
is
about
giving
people
the
freedom
of
choice,
but
steering
their
choice.”
-­‐Dilip
Soman