How to design “digital nudges”

With one of my clients I experimented with ideas from the 2008 book by Richard H. Thaler and Cass R. Sunstein “Nudge”. My client was a B2B company active in internet radio technology and selling its product mostly through its website as SaaS. Their challenges were many, including the complexity of the product which made the buying decision difficult .

I therefore created a “digital nudge” through a structured questionnaire that helped potential customers understand which product plan would suite better their needs and level of experience.

This presentation explains my approach, the nudge, and lists the results of the experiment.