1. Defaults
Definition – Defaults are some options/choices provided or recommended by choice architects to encourage users to do nothing to process. A rule in association with a defaulted option makes things happen, even though a decision-maker does nothing.
Example – In Fitness Boxing 2 (a Nintendo Switch game), there are 3 options for Daily Workout, and the default is “Regular” which I adopt the most frequently.
2. Expect Error
Definition – Expect Error is a mistake that users may make when using a product, which helps design to avoid or forgive these mistakes and give hints on overcoming them in advance. When these wrong situations are taken into product design, decision-makers could feel more confident and safer to use it, which improves efficiency.
Example – When I mention “attached” or “attachment” in an email without a file attached, the Gmail system will remind me to add a file to avoid the mistake, which may happen often when people forget.
3. Give feedback
Definition – Giving feedback is a helpful approach to inform users how they are doing and how they could improve, especially important when things go wrong. The timing to give feedback is also essential for a better understanding of how to solve problems.
Example – When using a TV mode on Nintendo Switch, I need to pull off both controllers from the console. However, I can only do it one by one, and the feedback on the left-bottom corner suggests I pull the left one if I want to have a fully-functional control.
4. Understanding mappings
Definition – Mapping is a matching process to build relations between analyzing outcomes and making decisions, making complex options/choices more understandable. Mappings could be different paths to transform information into action, understanding which could guide people to decide stuff.
Example – I am not an Apple Music user and don’t realize privileges in a monthly plan, so Apple offers a first-month free trial to create a “mapping” between the music experience and my subscription decision once I open the app.
5. Structure Complex Choices
Definition – Structuring complex choices is a strategy adopted by choice architects to make complicated options easier or more structural for decision-makers to choose. People could be their own choice architects, and occasionally, it helps people to make better choices by themselves.
Example – When browsing a merchandise description page of Nudge: The Final Edition on Amazon, there are 2 more relevant books recommended to buy together, which might be an instance of “collaborative filtering”.
6. Incentives
Definition – Incentives are the target audience’s motivations or desires that could encourage them to want more/less of services/products. When the answers to who chooses, who uses and who pays are one person, markets will perform pretty well.
Example – ClassPass is a trendy exercise booking app for gym rats, which offers a lower price per course by consuming credits. I could invite new users to gain free credits to redeem classes, and as a former member, I have received a 1-month free promotion with a picture from the studio I used to visit frequently.
7. Curation
Definition – Curation is a choice architecture strategy of how to render a unique and enjoyable experience of a small collection rather than simply offering more choices. Good curation is a combination of reducing bad options and illustrating new ones to satisfy decision-makers.
Example – On the homepage of the App Store, a category called “OUR FAVOURITES” with the slogan “What We’re Playing Now” caught my eyes due to a limited selection of mobile games that I could try without too much inner tangle.
8. Fun
Definition – Fun, as an ultimate element of good choice architecture, equals a certain degree of enjoyment, amusement and pleasure built on individuals’ interests. It makes activities desirable to motivate people to do tasks continuously and effectively.
Example – Duolingo is an English-learning application, integrated with mini-stories, achievements and challenges to make it fun for users to practice and learn.
Reference
Nudge: The Final Edition - https://www.amazon.ca/Nudge-Final-Richard-H-Thaler/dp/014313700X/ref=sr_1_2?gclid=Cj0KCQjwhY-aBhCUARIsALNIC06AYQiVbe8hb8j-2XBlbcUXwdQL8L466ej4zznVa4luvW2_Cnfm_NkaAjAIEALw_wcB&hvadid=591432469156&hvdev=c&hvlocphy=1001970&hvnetw=g&hvqmt=e&hvrand=8613396531854591738&hvtargid=kwd-337408379473&hydadcr=22428_9261604&keywords=nudge+the+book&qid=1665448269&qu=eyJxc2MiOiIwLjk2IiwicXNhIjoiMS4wMCIsInFzcCI6IjEuMDAifQ%3D%3D&sr=8-2 (Still feel annoyed by the length of the link. Hmm, whatever!)
Comentarios