• Types of Nudges used: Motivational, salience, attractive, hot spot, default, directional, placement, etc.
• Brief: Behavioral economics has progressed to a point to suggest that small and subtle cues in our environment influence our decisions every day. These environmental cues often influence how and what we buy in the super market. Much of our decisions are either pre decided or made quickly, without careful consideration. For example, grabbing a convenient candy bar at the checkout register without much thought given to how it will impact long-term health goals. Our brief was to come up with subtle visual cues that would help trigger this healthier choice architecture.
• Process: By applying behavioral economics insights, the user’s buying intentions can be altered in ways that nudge him or her towards eating more healthily.
We aimed our nudge to motivate users to buy a higher ratio of fruits and vegetables over meat, dairy, and bread.
• Solution:Our focus was on vibrant, attractive and noticeable visual cues. Choices intended to be nudged were presented in an interesting, more accessible position, or then presented as the default option.
The division of the shopping cart with strong visuals and messaging triggered the user to fill one section with healthier options.
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