Watch
Nudge 0:28
A 28-second explainer of Nudge, narrated over the same demo you can try yourself.
Try the interactive Nudge demo
What this video covers
A nudge is a small tweak to how choices appear that gently encourages one option without eliminating any choices or altering incentives much. Setting a helpful default, highlighting a suggested plan, or placing the healthy choice at eye level are all nudges - the easy path shifts, but every option remains freely available.
The nudge made the good choice the easy one - a sensible default, a clear recommendation - and you probably went with it, yet every other option was right there if you wanted it. That's the line that defines a nudge: it steers while preserving freedom. Push harder - hide the alternative, pre-tick against the user's interest - and it stops being a nudge and becomes manipulation.
