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Choice Architecture

TTool · Choice Architecture

By , Editor · · What’s Next

Users aren't choosing what you expected. Small interface changes produce outsized behaviour shifts you can't explain. You suspect the way options are presented matters more than the options themselves.

Choice Architecture is Richard Thaler and Cass Sunstein's framework for designing environments in which people make decisions. You use defaults, framing, anchoring, and simplification to make desired behaviours easy — without removing options.

Two side-by-side pricing panels - "presented as a list" and "presented with a default" - each showing the same three options BASIC $9/mo, PRO $19/mo and TEAM $39/mo, with PRO flagged DEFAULT and pre-selected in the second panel. A caption reads "the container of the choice shapes the choice."
Method visual — Choice Architecture
A move inside a Playbook

“I've been told to 'be more innovative' and I don't know what that means.”

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