Are you a choice architect?
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Stuck at the till and fancy a chocolate to go? You look around but there’s no chocolate in sight – instead packets of nuts and fruit line the checkout shelves. Okay, that’ll do. You pop through two packets of nuts and a piece of fruit to your basket and proceed to checkout.  

Sound familiar?

It is really important to understand how our audiences make the choices that they do. The more we understand how our audiences perceive the choices presented to them, how they interact with these choices, and whether our interventions drive them to action or not, the better we will be able to cater to them – the better we will be able to create effective communications, content and campaigns that deliver results.

And the better we will be able to design environments for them where they can thrive.

In behavioural science, this is known as “choice architecture”, or in other words, how choices are presented to individuals within a decision-making environment. This could be your website, your app, or a physical space (for example, a shop).

Being aware and creating effective choice architecture can be an incredibly powerful way to enhance your audience’s user journey and help them easily access the choices that improve their lives. There is a plethora of research that demonstrates that effective choice architecture can help individuals behave differently – because making small changes in how choices are presented themselves can have significant, large effects on overall behaviour.

You are a choice architect if you directly or indirectly influence the choices others make.

  1. If you are the choice architect then you can design the choice environment.
  2. Think about how you present your choices. Aim to create the best possible choice environment that helps people make better decisions.
  3. As a choice architect, always think about human factors and incorporate these into design

Interested in using behavioural science to understand your audiences better? Write to us at to get started on your behavioural insights journey.

This article was written by Shayoni Lynn, CEO & Founder at Lynn.

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