LIFE IS FULL of choices, often in digital environments.
People interact with e-government applications; trade
financial products online; buy products in Web shops;
book hotel rooms on mobile booking apps; and make
decisions based on content presented in organizational
information systems. All such choices are influenced by
the choice environment, as reflected
in this comment: “What is chosen often depends upon how the choice is
presented.” 16 Why? People have cognitive limitations, so their rationality is
bounded, 27 and heuristics and biases
drive their decision making. 34 Designers of choice environments, or “choice
architects,” 32 can thus use these heuristics and biases to manipulate the
choice environment to subtly guide users’ behavior by gently “nudging” them
toward certain choices.
These observations are more than
Designers can create designs that nudge
theory. We are being nudged every
day of our lives. Supermarkets posi-
tion items with the highest markups
at eye level to nudge customers into
making unplanned purchases. Like-
wise, supermarkets limit the number
of units customers are allowed to buy,
users toward the most desirable option.
BY CHRISTOPH SCHNEIDER, MARKUS WEINMANN,
AND JAN VOM BROCKE
˽ Heuristics and biases influence offline
and online behavior.
˽ User-interface design influences choices,
˽ Thorough design and testing can help
achieve a designer’s intended behavioral