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Digital nudging: Ett test av valarkitektur i online-miljö
University of Gävle, Faculty of Engineering and Sustainable Development, Department of Computer and Geospatial Sciences.
2020 (Swedish)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Valarkitektur är ett verktyg för nudging som handlar om att påverka individers beteenden i en önskad riktning utan att vilseleda, manipulera eller ta bort valmöjligheter. Valarkitektur handlar om att konstruera valsituationer så att det blir lätt att göra rätt, med en vänlig knuff i rätt riktning. Nudging och valarkitektur har sitt ursprung i beteendeekonomi och är något som växt fram från hur beslut fattas med eventuella felbedömningar och misstag. I vår moderna och digitaliserade tid fattas dagligen beslut i online-miljöer som också behöver designas smart för bästa utfall utifrån satta mål. I detta arbete testas valarkitektur på en redan befintlig webbshop för att undersöka hur en ny utformning av användargränssnittet påverkar konsumenters köp av biobaserade plastprodukter. Den nya designen, som testades under en månad, innebar två förändringar där en var visuell och en var informativ. Förändringarna gjordes utifrån tre designprinciper för digital nudging ur litteraturen. Resultatet tyder på att den nya designen kan ha bidragit till att produkterna gjorda av biobaserad plast ökade både i antal visningar och försäljning, utan att dölja andra alternativ och utan att vilseleda eller manipulera konsumenten. Testet utgår från en itererad modell i fyra steg, även den ur litteraturen, och kan vidareutvecklas eller återupptas i en annan kontext.

Abstract [en]

Choice architecture is a tool for nudging that involves affecting individuals’ behaviors in a desired direction without misleading, manipulating or removing choices. Choice architecture is about constructing choice situations so that it becomes easy to do right, with a friendly nudge in the right direction. Nudging and choice architecture originate in behavioral economics and are something that has emerged from how decisions are made with possible miscalculations and mistakes. In our modern and digitized era, decisions are made daily in online environments that also need to be smartly designed for the best outcomes based on set goals. In this thesis choice architecture is tested on an existing web shop to investigate how a new user interface design affects consumers' purchases of bio-based plastic products. The new design, which was tested over a month, involved two changes where one was visual, and one was informative. The changes were based on three design principles for digital nudging from the literature. The results show that the new design may have contributed to the increase in products made of bio-based plastics both in terms of views and sales, without hiding other options and without misleading or manipulating the consumer. The test is based on a four-step iterated model, also from the literature, and can be further developed or resumed in a different context.

Place, publisher, year, edition, pages
2020. , p. 35
National Category
Other Engineering and Technologies not elsewhere specified
Identifiers
URN: urn:nbn:se:hig:diva-32324OAI: oai:DiVA.org:hig-32324DiVA, id: diva2:1431045
Subject / course
Decision, risk and policy analysis
Educational program
Decision, risk och policy analysis - master’s programme (one year)
Supervisors
Examiners
Available from: 2020-05-20 Created: 2020-05-19 Last updated: 2020-05-20Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
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  • ieee
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