{"id":1465,"date":"2022-05-07T14:37:00","date_gmt":"2022-05-07T14:37:00","guid":{"rendered":"https:\/\/lynn.global\/?p=1465"},"modified":"2023-02-28T17:21:46","modified_gmt":"2023-02-28T17:21:46","slug":"are-you-a-choice-architect","status":"publish","type":"post","link":"https:\/\/lynn.global\/are-you-a-choice-architect\/","title":{"rendered":"Becoming a choice architect"},"content":{"rendered":"\n

You\u2019re at the supermarket checkout. It\u2019s been a long day. You\u2019re peckish. Looking around, your eyes are drawn to the conveniently placed, colourful array of chocolate bars beside the conveyor belt. Chocolate isn\u2019t necessarily what you want \u2013 you promised yourself you\u2019d be good this month \u2013 but what other choice do you have? It\u2019s chocolate or nothing. You sneak in one \u2013 wait, it\u2019s 2 for \u00a31.50 \u2013 you sneak in two chocolate bars, <\/em>pay and eat them on the drive home.<\/p>\n\n\n\n

Sound familiar?<\/p>\n\n\n\n

Whether you realised it or not, chocolate at your checkout is just one small example of retailers making one decision more favourable and easy than another via layout and design. Would you have spontaneously chosen to buy chocolate if it were at the other end of the shop? Probably not; you didn\u2019t want chocolate in the first place. Plus, deserting your shopping at the till and dashing to the confectionary aisle isn\u2019t easy. Nor would you have bought two bars if there wasn\u2019t that alluring promise of a bargain. The fact is, if those chocolate bars weren\u2019t in that place at that time, you would not have chosen to eat them. They were convenient and appealing at the time. That <\/em>is choice architecture.<\/p>\n\n\n\n

So, whether digital or physical, how might we include choice architecture in our own environments?<\/p>\n\n\n\n

First, as ever, becoming a choice architect begins with understanding why our audience makes the decisions that they do. Humans are essentially pleasure-seeking, inconvenience-avoiding beings; we like our choices to be quick, simple and easy. Yet of course, there are a wide range of other factors to consider. For instance, would you have chosen chocolate if you didn\u2019t have the time to wait at the checkout and briefly consider your options? On the other hand, would you have talked yourself out of it if you were waiting for longer? Probably.\u00a0<\/p>\n\n\n\n

These nuances are exactly why observing how our audience interprets and interacts with the choices before them better enables us to cater to them. And catering to them means creating effective communications, content and campaigns that deliver.<\/p>\n\n\n\n

As it is, choice architecture doesn\u2019t always have to be about quick sales and fast food. This method is also a powerful tool for nudging your audience towards making informed, healthy choices which help them thrive. <\/p>\n\n\n\n

So what might these positive architectural designs look like? They could be introducing an app giving easier access to healthcare, redesigning roads to encourage slower driving speeds, or simply putting healthy snacks by the checkout.<\/p>\n\n\n\n

Whatever it may be, if you\u2019re designing digital platforms or physical environments which help your audience make decisions easier, then you, too, are a choice architect.<\/p>\n\n\n\n

Interested in using behavioural science to understand your audiences better? Read more of our B-Sci insights here<\/a>. Or you can write to us at contact@lynn.global<\/a> to get started on your behavioural insights journey.<\/strong><\/p>\n\n\n\n

<\/p>\n\n\n\n

This article was written by Shayoni Lynn, CEO & Founder at Lynn.<\/em><\/p>\n\n\n\n

\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Stuck at the till and fancy a chocolate to go? You look around but there\u2019s no chocolate in sight \u2013 instead packets of nuts and fruit line the checkout shelves. Okay, that\u2019ll do. You pop through two packets of nuts and a piece of fruit to your basket and proceed to checkout. <\/p>\n

Sound familiar?<\/p>\n","protected":false},"author":17,"featured_media":1466,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[155],"tags":[54,55,80,28,81,82,11],"class_list":["post-1465","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights","tag-behaviour-change","tag-behaviour-change-communications","tag-behavioural-psychology","tag-behavioural-science","tag-choice","tag-choice-architect","tag-communications"],"yoast_head":"\nBecoming a choice architect<\/title>\n<meta name=\"description\" content=\"How can you influence consumer behaviour and help people make better choices easier?How can you become a choice architect?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/lynn.global\/are-you-a-choice-architect\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Becoming a choice architect\" \/>\n<meta property=\"og:description\" content=\"Stuck at the till and fancy a chocolate to go? 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