In the ever-evolving landscape of UX design, the concept of nudges (and now boosts) have emerged as as effective methods to positively influence user behavior. But when it comes to neurodiverse users, the conventional guidelines for designing these nudges can often fall short. Neurodiverse users, including those with autism spectrum disorder (ASD), attention deficit hyperactivity disorder (ADHD), dyslexia, and other cognitive differences, require tailored approaches to ensure their needs are met effectively. In this post, we'll explore how we might utilize behavioral insights to design nudges that accommodate neurodiverse needs.

Nudges

The concept of "nudging" was popularized by Richard Thaler and Cass Sunstein in their 2008 book, "Nudge: Improving Decisions About Health, Wealth, and Happiness," where nudging is described as a way of gently guiding (or nudging) users in a desired direction without removing their freedom of choice. By using subtle design elements and features that encourage users to take a specific action or make a particular choice, designers can leverage Behavioral Economics principles, like psychological biases and habits, to influence decision-making. Thaler describes anyone designs/creates/influences how these choices are presented to decision-makers as "choice architects."

One of the most famous examples of nudging is the design of US road systems. Behavioral Design expert Sille Krukow explains,

"If the US road system is the choice architecture, the civil engineer is the choice architect, and the features of our road system — such as the road lines, stoplights, and speed limit signs — are the nudges. The white lines on the road nudge us to stay in one lane, and traffic lights encourage us to stop for oncoming traffic. But, of course, as is the case with any nudge, we aren't bound to these influential features and can choose to ignore them."

While nudges are popular for their effectiveness in steering behavior, they fall short in their ability to sustain that impact over time. Elaine Gallagher, a behavioral science consultant at BestatDigital, explains,

"They are typically not designed to be educative, but rather simply steer our behaviour towards that which is desired. Nudges will change behaviour but are unlikely to change the reason behind the behaviour for the individual."

Boosts

A less-coercive idea, known as "boosting" has emerged as an alternative. Boosting aims to equip users with the skills and knowledge to make long-term changes, even after an intervention is removed. Nudges operate by influencing behavior without necessarily addressing the underlying reasons for it. In contrast, boosts target individuals' cognitive and motivational competencies, empowering them to make informed decisions autonomously. The hope is that a boost will foster people's competence to make their own choices, encouraging agency and individual decision-making autonomy.

Click here to read about an experiment that compared the short-term and long-term effects of nudging and boosting interventions on nurse-hand-hygiene in hospital settings.

^TLDR: "Our study indicates both nudges and boosts are effective behavioral interventions to improve hand hygiene. We find evidence for a stronger direct effect of the nudge, and preliminary evidence for a longer lasting effect of the boost."

Current Best Practices

There is a wealth of information available of how to best design digital nudges (and boosts) by leveraging behavioral economics insights. Below are are few compiled from these sources: Beyond Design, Stuti Agrawal, Dr. Maria Panagiotidi, and Jack O'Donoghue.

Make options more salient.

• One way to nudge users towards specific behaviors is to make the preferred options more visible and prominent. Bizarre/funny/visually-striking/anthropomorphic things stick out more, while we tend to skip over information that we think is ordinary or expected.

Provide social proof.

• Show that other people are contributing. Social commitments can be used to drive behavior in a particular direction.

Objects in motion stay in motion.

• We're motivated to complete things that we've already invested time and energy in.

Simplify choices.

• We favor options that appear simple, or that have more complete information over more complex, ambiguous options. We'd rather do the quick, simple thing over the important complicated thing, even if it is ultimately a better use of our time and energy. Too many choices can be overwhelming and lead to decision paralysis.

Provide feedback.

• Feedback can be a powerful motivator, especially when it's immediate and specific. By providing feedback on a user's actions, you can nudge them towards behaviors that are more likely to be successful.

Make it timely.

• Prompt people at the right time. Think about immediate cost and benefit.

Make the preferred option the default.

• Defaults can be a powerful way to nudge users towards a particular behavior. For example, you could make the default option the one that is most likely to be in the user's best interest. This way, users would have to actively choose a different option if they want to opt out.

Use microcopy.

• Microcopy refers to the small snippets of text that are used throughout a website or app. By using carefully crafted microcopy, designers can nudge users towards taking specific actions. For example, instead of using a generic "submit" button on a form, designers could use a more specific call-to-action, such as "Get Your Free Trial Now."

Use gamification.

• Gamification is the use of game-like elements (such as points, badges, and leaderboards) to encourage user engagement. By using gamification, designers can nudge users towards taking actions that are beneficial for both the user and the platform. For example, a fitness app could use gamification to encourage users to exercise regularly by awarding points and badges for reaching specific milestones.

Use progressive disclosure.

• Progressive disclosure refers to the idea of revealing information gradually, rather than all at once. By using progressive disclosure, designers can nudge users towards taking specific actions by presenting information in a way that is easy to digest and encourages exploration. For example, a recipe website could use progressive disclosure to guide users through the recipe step-by-step, rather than overwhelming them with all the information at once.

Accommodating Neurodiversity

It is estimated that almost 1 in 5 people are neurodivergent, which encompasses a range of cognitive differences, including ASD, ADHD, dyslexia, and more. These differences can impact how individuals process information, perceive stimuli, and interact with digital environments.

Designing for neurodiversity requires a deep understanding of these differences and a commitment to creating inclusive experiences that cater to diverse needs. How can we apply what we know about designing for neurodiverse users to the ways we approach designing nudges? We could start by tweaking a few of our current best practices, as well as introduce a couple new ones!

Principles for Designing Nudges: Adapted

*Provide social proof…carefully.

While social elements can be powerful motivators, they may also trigger anxiety or overwhelm for neurodiverse users. Approach social proof cautiously, providing options for anonymity or privacy where possible. Consider incorporating peer support networks or communities tailored to neurodiverse individuals, allowing for shared experiences and mutual encouragement.

*Make it timely.

Deliver nudges with sensitivity to sensory sensitivities and emotional states, prioritizing simplicity and predictability. Avoid sudden interruptions or overwhelming stimuli that may trigger anxiety or distress. Provide options for users to customize notification settings and pacing of interactions. Prioritize simplicity and clarity in design to minimize sensory overload and promote a sense of safety and predictability.

*Make options more salient.

While utilizing visually engaging elements to capture attention, be mindful of sensitivities. Opt for clear, straightforward visuals with minimal distractions to ensure clarity and comprehension. Use high contrast, easily distinguishable colors and simple iconography. Consider providing options for users to customize visual presentation to suit their preference, such as adjusting font size or color schemes.

+ Personalization

Provide options for customization, allowing users to adjust settings based on their specific needs, preferences, and sensitivities. It's important to recognize that, especially within the neurodiverse community, what works for one individual may not work for another.

+ Repetition

Remember that neurodiverse users may require additional reinforcement and practice to internalize new behaviors. Offer consistent reminders and opportunities for practice, but allow users to control the frequency and intensity of these prompts. Encourage gradual progress and celebrate small achievements to foster motivation and confidence.

+ Define Success

Neurodiverse individuals often thrive in environments that offer predictability and structure. By defining clear criteria for success, designers create a clear roadmap for users, helping them understand what is expected and how to achieve it. This clarity reduces uncertainty and anxiety, allowing users to engage more confidently with the digital experience. Additionally, uncertainty and ambiguity can contribute to cognitive overload for neurodiverse users, making it difficult for them to process information and make decisions. Providing clear success criteria can reduce cognitive load by providing a structured framework that guides users through the task or interaction, allowing them to focus on the task at hand without getting overwhelmed.

+ Prioritize Decision-Making Autonomy

Pathological-demand avoidance (PDA) is a feature of autism characterized by an extreme avoidance of demands and requests. Neurodiverse individuals with PDA may feel overwhelmed or resistant when faced with coercive or demanding choices. By presenting choices clearly and non-coercively, designers can mitigate the risk of triggering PDA behaviors, demonstrating respect for the user's autonomy and individuality and building trust and rapport between the user and the digital experience.

+ Utilize the Immediacy Effect

Leverage the immediacy effect by designing nudges that emphasize immediate, tangible outcomes. Neurodiverse individuals, such as those with ADHD or autism, may have difficulties with sustained attention and motivation. By emphasizing immediate outcomes, designers may capture their attention more effectively and sustain engagement. Immediate outcomes also provide clear and tangible feedback, allowing users to quickly understand the consequences of their actions.

While all of these insights are meant to support the specific needs of neurodiverse users, inclusive design benefits everyone.

Have you ever encountered best practices in your field that didn't quite resonate with your own experiences or preferences? Perhaps you found yourself questioning the assumptions underlying these practices, or feeling that they didn't fully capture your perspective. What works for one person may not work for another. By reflecting on our own experiences and challenging established norms, we can uncover innovative solutions that better meet the needs of diverse users. Let's embrace the opportunity to reevaluate and adapt our practices, fostering inclusivity and empathy in our design approaches and ensuring that all individuals feel supported in the digital landscape.

References + Other Reading Material

User Experience Factors for People with Autism Spectrum Disorder — Katherine Valencia, Cristian Rusu, Federico Botella