More and more of our decisions are happening on screens these days, and that shift has a big, often overlooked impact: the design of our digital world can shape the quality of our choices—sometimes without us even noticing.
In the Harvard Business Review article, “How Digital Design Drives User Behavior,” this point is highlighted to show how organizations often miss the mark when it comes to understanding digital behavior. Many are seriously underestimating the value of keeping a close eye on how people engage online.
Improving digital design is one of the best ways to level up your marketing in today’s tech-first world. Here’s how the article suggests you can do it:
- Dive into behavioral insights to learn how people behave on screens, tapping into growing academic research.
- Audit your existing digital designs to see what’s missing compared to fresh approaches based on new insights.
- Test new designs against control conditions to see what actually works.
- Once you find a winning design, scale it up and use it across as many digital touchpoints as possible.
- Keep a searchable “results library” to track what you’ve learned from every experiment.
To really get why this matters, let’s break down some key principles of digital behavior:
Behavioral Decision Principles
Defensive Decision Making
When faced with options to improve performance, many brand managers and employees play it safe instead of taking risks that could pay off big. This tendency is often subconscious, but you can work around it. By understanding what your audience wants and listening to their feedback, you can make smarter choices. Clear business goals can also guide you to take calculated risks, opening up new growth opportunities.
Position your offer by keeping your customer’s professional goals front and center.
- Gigerenzer, G. (2014). Risk Savvy: How to Make Good Decisions.
Framing
Framing is all about how you present information—it changes how people react. Highlighting the pros or cons of a decision can have a huge influence. For instance, doctors often frame surgery statistics by emphasizing survival rates, not mortality. In marketing, e-commerce brands use framing to drive purchases. It’s a must-have tool for improving digital design and boosting your business.
In B2B, framing can help customers weigh the risks and rewards of a product or service.
- Kahneman, D., & Tversky, A. (1981). The Framing of Decisions and the Psychology of Choice.
Defaults
Defaults come into play when people fail to make a decision, whether on purpose or by accident. Many service-based companies offer opt-out options, which actually reduces default rates and boosts sales because they know some customers will hesitate. Flexible options help people feel less pressured, building trust with your brand.
Be mindful of how you present service options—their order can greatly impact customer decisions.
- Goldstein, D.G., Johnson, E.J., Herrmann, A., & Heitmann, M. (2008). “Nudge Your Customers Toward Better Choices.” Harvard Business Review.
Social Proof
Social proof is when people follow what others are doing—it’s why we check reviews before buying or read testimonials. For businesses, tapping into social proof means getting more people to speak positively about your services. It’s also a great way to outshine competitors by addressing what they miss.
Leverage the power of testimonials and positive buzz to win over your audience.
- Cialdini, Robert B. Influence: Science and Practice.
These are just a few examples of how human behavior can differ from traditional economic theories. As businesses become more digital, understanding these behaviors will be crucial to staying competitive and adapting to change.
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