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Nudge 1:07
A 67-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 change to the way choices are presented that gently steers people toward a particular option without removing any of their choices or significantly changing the incentives. Setting a helpful default, highlighting a recommended plan, or placing the healthy option at eye level all nudge - the easy path shifts, but every option stays 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.
