Designing for Adoption: Nudging Behavior Change

When creating solutions to complex problems, we often fail to consider what behavior changes will need to be undertaken by key stakeholders (customers, employees, students, etc.) to achieve sustainable success. As Tim Brown and Roger Kelly argued in their September 2015 Harvard Business Review article, design principles can also be employed to help people “engage with and adopt innovative new ideas and experiences.” But, like most things, this is easier said than done.

This course will explore how to leverage principles from the worlds of design thinking, behavioral economics, and decision science to “nudge” people to make different choices and adopt new products, services, and programs.

What Participants Will Learn

• Connect more deeply with customers to discover opportunities for innovation
• Identify social, behavioral, and psychological factors that influence decision making
• Discover the top psychological biases impacting you (and your customers)
• Recognize the differences between choice architecture / nudging and other approaches to
  behavior change
• Use a prescribed process for designing your own nudges, and identify specific resources and
  tools you will need to execute a nudging strategy