Choices and persuasion
Nudge
Also called Choice architecture
A change to how a choice is presented that steers people towards a better option without taking any options away.
Every screen arranges choices somehow, so every designer is a choice architect. A nudge uses that on purpose: a sensible default, a timely reminder, the healthier option at eye level.
The test of a nudge is that people stay free to choose otherwise, easily, and would thank you for it afterwards.
In practice
A pension scheme that enrols employees automatically, with a one-click way to opt out, raises saving without forcing anyone.
Common mistake
Calling a dark pattern a nudge. If the steer benefits the business at the person's expense, or is hard to undo, it's sludge, not a nudge.
Where it comes from
Introduced by Richard Thaler and Cass Sunstein in Nudge (2008). Thaler received the 2017 Nobel prize in economics for his work in behavioural economics.