Choice architecture is the design of choices with the goal of influencing decisions. This includes the design of choice structures, user interfaces and surrounding wordage. In some cases, choice architecture heavily influences the choices that people make. The following are a few common considerations.
Message FramingThe framing of information tends to have a significant impact on choices. Choices may be surrounded with wordage designed to persuade.
StructureChoice structure is the flow of a sequence of choices. This can often be depicted as a decision tree where each choice leads to a branch of choices. Structure may be designed to engage with a fun question up front. For example, a car manufacturer may first ask a customer to select a color. It is common for choice structure to be optimized with techniques such as A/B testing.
DesignUser interface design surrounding a set of choices. For example, an interactive 3d visualization of a customized product may decrease shopping cart abandonment.
Call to ActionCommanding a customer to take an action such as "add this" or "buy now."
NudgesA nudge is a subtle approach to influencing with positive suggestions and reinforcements. For example, when you ask a customer if they want to add a safety feature to a car you might have a photo of a family in the background designed to trigger protective instincts.
DefaultsDefault choices have a large effect because people tend to stick with defaults.
LegalChoice architecture may have legal implications. For example, defaults may not constitute agreement on the part of a customer. That is to say that laws in many jurisdictions may require that a customer take a non-default action to buy something or agree to something.
This is the complete list of articles we have written about choice architecture.
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A list of decision making techniques.
The observation that groups may make collective decisions that are viewed as wrong or irrational by each individual member of the group.
A complete guide to the decision making process.
The difference between rational thought and logic.
The common types of uncertainty in decision making and strategy.
A definition of information costs with examples.
A definition of reverse brainstorming with examples.
The definition of decision fatigue with examples.
Taking a position that you do not necessarily agree with for the purposes of argument.
A few basic influencing strategies.
The two ways that people accept ideas.
An overview of message framing as an influencing technique.
A definition of cultural capital with examples.
A definition of touch base with examples.
A definition of positive criticism with examples.
The common types of business story.
A definition of creative tension with examples.
The definition of consensus building with examples.
The definition of credibility with examples.
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