When to use it
Use it when you want to encourage a behaviour across many people without mandating it.
How to apply it
- Define the specific behaviour you want to encourage.
- Map how people currently encounter the choice.
- Make the desired option the default where it is appropriate and ethical.
- Reduce friction for the desired option and simplify the information shown.
- Test the change and measure whether behaviour actually shifts.
Tip: Keep nudges transparent and easy to opt out of, otherwise they slide into manipulation.