The alliance of Digital Nudging & Persuasive Design: The Complementary Nature of the Design Strategies

Sammanfattning: Design can steer individuals in different ways to guide them to perform an intended behavior and make certain decisions. Persuasive design and digital nudging refer to two design strategies, which both emphasize the concept of designing with intention. By guiding users through design within the process of decision-making. Digital nudging originates from the concept of nudging which is rarely mentioned in the online context or in the field of IS. In this case, the concept of digital nudging is a way to bridge the relationship between nudging and IS. Consequently, this study will allow digital nudging to be introduced into the area of study, through the lens of persuasive design. To support the investigation, the separate design principles regarding persuasive design and digital nudging was merged into the intersection model, which acted as a foundation towards the research. The research was conducted by a hybrid inspection method. The outcome of the evaluation demonstrates that persuasive design and digital nudging have the ability to complement and enrich each other, through six separate intersection principles.