Making Digital Nudging Applicable: The Digital Nudge Design Method

Abstract

The goal of digital nudging, a concept based on insights from behavioural economics, is to influence decision-making in digital choice environments. Information systems scholars increasingly see digital nudging as a promising research field, as do practitioners in the field of user interface, user experience, and digital service design. However, the use of digital nudging is not widespread because practitioners are often unaware of the concept or they do not have a systematic approach with which to apply it. Using a design science research approach, we develop the Digital Nudge Design method and evaluate its applicability and usefulness in practice. The method is based on requirements deduced from literature on digital nudging and persuasive systems and frominterviews with practitioners from five case organizations. The study contributes to research that seeks to develop methods for influential user interface design, and the method supports researchers and practitioners in designing digital nudges.

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