Aiming for Behaviorally Aware Digital Design : Creating a Training Concept in Digital Nudging
Salmivalli, Riina (2020)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202003012890
https://urn.fi/URN:NBN:fi:amk-202003012890
Tiivistelmä
The objective of this thesis was to create a training concept and materials to train designers on how to make better use of behavioral insights and nudging in digital service development. The research questions were: How could digital nudging be exploited in service development more widely? What factors slow down the uptake of digital nudging at the moment? How could training designers support the uptake of digital nudging?
The topic is current since an individual’s daily life is full of choices made in digital environments, whether they are interacting with mobile apps on their phone or buying products on-line. Decisions on screens are often made quickly, and what is not always explicit is that this interaction on screen is based on content and structure that has been designed by a service provider defining how the choice options for the user are presented. Industry calls for more behaviorally aware design, yet there is a lack of understanding and practical skills in how the behavioral aspect should be taken into account in digital product design. On the other hand, designing products that intentionally steer human behavior poses new requirements and ethical questions to a designer’s work that need to be taken into account as well.
This thesis makes usage of a multidisciplinary approach by combining service design, behavioral economics and information systems sciences in creating a training concept. The methodology and tools included for example, desk research, interviews, surveys, cocreation, prototyping and testing the training concept. The research showed that there is increasing interest among designers and industry towards behavioral design and nudging. Nevertheless, the lack of understanding of the advantages and opportunities of a behavioral design approach, and skills related to making use of it, are currently significant factors preventing organizations from making use of this approach.
The topic is current since an individual’s daily life is full of choices made in digital environments, whether they are interacting with mobile apps on their phone or buying products on-line. Decisions on screens are often made quickly, and what is not always explicit is that this interaction on screen is based on content and structure that has been designed by a service provider defining how the choice options for the user are presented. Industry calls for more behaviorally aware design, yet there is a lack of understanding and practical skills in how the behavioral aspect should be taken into account in digital product design. On the other hand, designing products that intentionally steer human behavior poses new requirements and ethical questions to a designer’s work that need to be taken into account as well.
This thesis makes usage of a multidisciplinary approach by combining service design, behavioral economics and information systems sciences in creating a training concept. The methodology and tools included for example, desk research, interviews, surveys, cocreation, prototyping and testing the training concept. The research showed that there is increasing interest among designers and industry towards behavioral design and nudging. Nevertheless, the lack of understanding of the advantages and opportunities of a behavioral design approach, and skills related to making use of it, are currently significant factors preventing organizations from making use of this approach.