The digital nudge : A study of the design principles in digital nudging and it´s presence on ascendant online stores
Abstract: Digital nudging is a relatively new phenomenon that is increasingly mentioned and demanded in human-computer interaction. The concept originates from behavioral economics and aims to help individuals make better decisions that are beneficial to the individual as well as the society, by making subtle changes to the environment in which the decision is made. Nudging implies to pushing people in the right direction and affecting them in different types of decision making. Digital nudging aims at applying the user interface design element to guide people's decisions in digital environments. This thesis presents a study of digital nudging in the form of the six design principles in the user interface of e-commerce sites through the method cognitive walkthrough. It is based on theories of mainly digital nudging but also persuasive design and user experience with connections to psychological aspects. The conclusion of the study has shown that principles in digital nudging exists in e-stores interfaces. The study aims to develop frameworks for an alternative way of implementing digital nudging and to contribute to more knowledge in the field.
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