“Nudge” is the technique of using gentle reminders or instruction to lead a user to a desired action. Common nudging techniques include defaults, feedback, incentives, structured choices, and visible goals. Desired actions are reinforced by providing positive feedback and reducing friction. A nudge would ideally be used to benefit all the stakeholders involved but can be strategically used to advance business goals.
Example 1 – Original Source
Urinals with an image of a fly etched into it help people aim.
Source: Universal Principles of Design by William Lidwell, Kritina Holden, Jill Butler (2010).
Example 2 – Online
Most registration forms on websites will have the option to subscribe to newsletters checkmarked by default to encourage subscriptions.
Source: www.modcloth.com
Example 3 – In Person
Stamp cards incentivize people to keep returning to businesses in hopes of reaching a point of receiving a freebie.
I would like to add that when using “nudge” one major consideration is how to design appropriate actions that don’t lead to user fatigue and distraction (e.g., alerts that can lead to user frustration rather than helpful reminders). Recall how many times we’ve been frustrated by some apps that constantly bugs us to the point that we end up deleting them? This may be an extreme example, however, as designers we should always be careful about the balance of potential actions that we are calling users to perform.