In product design, nudges have become the darling of behavioral science. We’ve all encountered them: the pre-selected “yes” to a newsletter subscription, the default tip option at checkout, or the auto-enrollment in savings plans. These subtle psychological cues are effective at steering user behavior in desired directions. But here’s the hard truth: nudges are rarely the transformational game-changers they’re hyped up to be.
Recent research reveals that nudges often result in only incremental shifts in user behavior. One meta-analysis found nudges produced an average behavioral change of around 1.4%. For product managers and UX designers aiming to deliver measurable impact, that figure feels like a ripple when you’re seeking waves. Nudges might open the door to change, but they’re far from a comprehensive solution.
If we’re serious about designing products that create meaningful impact, it’s time to move beyond the obsession with nudges. It’s time to think bigger.
Let’s give nudges their due. They work. In certain contexts, they’re invaluable. Pre-selecting organ donation on a government form or adding calorie counts to menus can subtly encourage healthier or more socially beneficial behaviors. Nudges are low-cost and easy to implement, making them an attractive quick win.
But nudges don’t fundamentally alter the systems users interact with. They are tweaks at the margins, helping users overcome momentary friction points. The problem is that they rely on context to be effective. Take away the nudge, and the behavior often reverts to its original state. Nudges don’t create lasting habits; they don’t dismantle barriers embedded in larger systems.
From Nudges to System Design
If nudges are stepping stones, system design is the entire bridge. System design looks at the big picture—how users interact with products, services, and environments over time. It considers the user’s entire journey and works to remove barriers, embed motivations, and create an experience that makes the desired behavior intuitive.
If nudges are stepping stones, system design is the entire bridge.
Imagine encouraging users to recycle. A nudge might involve placing a brightly colored bin next to the trash can. This is helpful but limited in scope. A system design approach, by contrast, considers the journey in its entirety.
- Clear instructions make it obvious what materials can and cannot be recycled. Ambiguity leads to decision fatigue and disengagement.
- Accessibility ensures recycling bins are conveniently located and easy to use, reducing barriers to participation.
- Social visibility highlights the behavior of others—placing recycling bins in prominent areas where users can see peers participating, leveraging social proof.
- Reinforcement mechanisms like gamification or small rewards create positive feedback loops that encourage repeated behavior.
By focusing on the entire ecosystem, system design integrates desired actions into the user’s experience, making them feel natural rather than forced.
Building habits through System Design
Unlike nudges, system design addresses the root causes of behavior. It doesn’t merely nudge users toward an action; it fosters long-term habits.
Consider a fitness app that sends daily nudges reminding users to exercise. While these notifications may prompt occasional action, they’re not likely to lead to sustained behavior change on their own. A system design approach would integrate habit-forming principles:
- Simplifying the on-ramp to make the first step easy, such as starting with a 5-minute workout plan.
- Celebrating milestones to provide users with a sense of achievement and momentum.
- Embedding triggers into existing routines—like syncing a reminder with a morning alarm—to anchor the habit in daily life.
Habit formation isn’t achieved with a single prompt or nudge but through a cohesive system that guides users consistently over time.
Nudges as the cherry on top
Nudges still have a role. They can enhance a well-designed system by fine-tuning key moments. For instance, a checkout page might nudge users to round up their purchase for charity, but it’s the underlying system—transparency about how funds are used and building trust with users—that makes them more likely to donate.
Think of nudges as the icing on the cake: valuable but meaningless without a solid foundation. A well-designed system ensures users are already inclined to make better choices, and nudges simply reinforce those behaviors.
Think bigger
For product managers, UX designers, and behavioral thinkers, the message is clear: stop relying on nudges as your primary strategy. They may provide a boost, but meaningful impact requires addressing the broader context of user behavior.
Ask yourself:
- Are we solving the right problem, or are we applying a Band-Aid?
- What barriers exist within the system that prevent users from achieving their goals?
- How can we design for long-term habits rather than short-term compliance?
By taking a system design approach, you can identify and address the underlying structures that shape user behavior. It’s about building pathways, not just placing signposts.
Let’s move beyond the hype of nudges.
Let’s take chances, make bold bets, and create systems that truly transform the way users interact with the world. After all, nudges may open the door, but it’s systems that create lasting change.
- DellaVigna, L., & Bhargava, S. (2022). No evidence for nudging after adjusting for publication bias. Proceedings of the National Academy of Sciences, 119(31), e2200300119.
- Goldstein, D. G., Bazerman, M. H., & Gino, T. (2008). Rooms with a view: Understanding the psychology of insurance deductible choice. The Journal of Risk and Uncertainty, 37(2-3), 155-171.
- Calorie Counts on Menus Lead to Healthier Choices, Research Shows by Lauren F. Friedman
- Do Defaults Save Lives? by Eric J. Johnson* and Daniel Goldstein
