Master Thesis • Designing Digital Nudges

<aside> Project Overview

This project explored how behavioral science can enhance UX design through ethically applied digital nudges. The result is a practical framework and an interactive website that presents a curated nudge catalog, real-world examples, and structured guidance. A supporting tool was also developed to help designers apply behavioral techniques based on user goals and ethical considerations.

My Role

• Conducted an in-depth literature review and research, synthesized theory from behavioral economics, psychology, UX, and ethics.
• Created a behavioral design framework specifically for UX workflows.
• Designed a comprehensive catalog system using Notion, including the information architecture, taxonomy, and content organization.
• Facilitated usability testing with five professional UX designers and evaluated impact. </aside>

🎯 Key Outcomes

• Curated and redesigned 87 digital nudges into a practical UX catalog and tool
• Boosted designers’ nudging knowledge from 3.4 to 4.8 (on a 5-point scale) through testing
• Developed a 5-step ethical UX framework, tested by professional designers from various industries.
• Strengthened my UX research, ethical design, and behavioral strategy skills with real-world application

🧩 Context & Challenge

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While digital nudging holds great promise for influencing user behavior in ethical ways, its integration into UX design faces several major challenges:

• There’s a lack of clear frameworks to help designers translate behavioral theory into practical design decisions.
• Academic research often doesn’t address real-world constraints, like limited time, resources, or technical feasibility.
• Nudging strategies need to be adapted to specific contexts, what works in one product or audience may not work in another.
• There are ethical concerns around influence versus manipulation, especially when business goals compete with user interests.
• The complexity of digital environments, including AI and dark patterns, makes responsible and measurable implementation difficult. </aside>

📚 Theoretical Foundations of Digital Nudging in UX Design

Whole writing the thesis I researched and explored how behavioral economics and nudge theory apply to digital environments, focusing on how designers can use subtle cues to guide user behavior. The research examines core concepts like choice architecture, which shapes how options are presented to users, and the psychological factors (such as heuristics and biases) that influence decision-making in digital spaces.

Key theories explored include Dual-Process Theory, which distinguishes between fast, intuitive decisions (System 1) and slower, deliberate choices (System 2). The research also compares digital nudges with traditional nudges, noting that while both influence behavior, digital nudges leverage vast user data to make interventions more personalized and precise.

A brief introduction to digital nudging, linked to the digital version of the catalog

Ethical concerns are central, with discussions around transparency, user autonomy, and the potential for manipulation. Designers must balance nudging techniques with ethical responsibility, avoiding practices like dark patterns, which exploit cognitive biases to manipulate users.

The research underscores that while digital nudges can empower users, they can also easily turn into manipulation if not designed ethically. Designers are urged to reflect on their values and ensure that nudges align with both the user’s best interests and the business goals, fostering trust and enhancing user experience. Tools like the Implementation Complexity and Ethical Risk Matrix help guide designers in evaluating both the practicality and ethical implications of nudging techniques. The importance of transparency is emphasized, ensuring users are informed about how their choices are being influenced.

Implementation Complexity and Ethical Risk Matrix