When using online nudges to steer people in the right direction while they are making a decision, there is usually one preferable outcome. What might happen if the user experience is inadequate, will the nudges still work or might they be undermined? In this paper we investigate the correlation between user experience and digital nudges in a decision making process. A user A/B test was conducted to investigate the problem. The test participants visited one of two websites that included the same nudges where they were nudged to choose option (a) instead of (b). The only difference in the websites was the quality of the user experience, one website design had a good user experience while the other one offered an inadequate user experience. The results showed that everyone who was assigned the good user experience chose (a), while two of the inadequate experience participants chose (b). The results indicate that user experience design can be used for digital nudging.
Mejtoft, Thomas; Ristiniemi, Charlotte; Söderström, Ulrik; and Mårell-Olsson, Eva, "User Experience Design and Digital Nudging in a Decision Making Process" (2019). BLED 2019 Proceedings. 38.