Shelves in the checkout area of a supermarket:
Definition of "Select Architecture"
The "choice framing", also known as the "push," was developed by behavioral economist Richard Taylor and legal scholar Cass Sangster.
Universal Design Principles: An approach to changing behavior in a predictable way, without specific restrictions, and without having to significantly change the incentives.
Choice architecture is the design of different ways in which choices can be presented to consumers, and the impact of that presentation on consumer decision-making.
Understanding "Select Architecture"
Choosing an architecture makes it easier for people to make decisions based on their values and goals. The purpose of choosing an architecture is to guide people's choices, but this is a controversial proposition in itself. Some people think that it limits individual freedom or ignores individual responsibility, which requires us to guide users to develop in a beneficial direction when using it, and avoid disregarding the rights and interests of users for our own interests.
Here's a negative example of choosing an architecture:
At the beginning of the year, the issue of Sesame Credit authorization was raised. When opening the Alipay 2017 personal bill page, Sesame b2b data Credit agreed to the "Sesame Service Agreement" by default on behalf of the user, and obtained user data and personal privacy in this way, which was resisted by users. strongly dissatisfied. In the end, Sesame Credit issued a statement on Weibo overnight, admitting that its actions were "extremely stupid", and said that it had made adjustments to the system, and the page had removed the default consent check.
Figure 2: Alipay 2017 Personal Billing Page
Users like to take shortcuts, and the less resistance, the better. If this path can lead users to a happy outcome, it is best. If it is like the above case, users will also resist extremely strongly.
Going back to the opening scene, why do users choose things that are not in line with their long-term interests?
Research on the limits of self-control shows that it's not because we're born unreasonable, or because we consciously enjoy the present and ignore the future. In reality, we're just too tired to resist the worst impulses. If we want to increase our self-control, we need to think about how to support our most exhausted selves, rather than expecting our best selves to suddenly come out and save our lives.
Five tips for "choosing an architecture"
Smart presets always allow users to make responsible decisions. The following methods are some commonly used "choose architecture" techniques:
1. Presets: Choose the presets that do the least harm and have the most benefits
For example: WeChat reading forced users to follow WeChat friends, users have been complaining, and many users have mentioned this problem in the App store comments.
The WeChat team has noticed this situation. In the latest revision, WeChat reading users are still forced to follow WeChat friends, and they do not support deleting WeChat friends, but they can add WeChat friends to the blacklist.
In the new function, users can choose not to view each other's dynamics, and in the deeper entrance on the left, they can also choose to close WeChat friend interaction. If it is turned off, the idea function will only display the thoughts of the user and WeChat book friends, and will no longer display the thoughts of WeChat friends.
This is what the WeChat reading team does not want to see, so when it is closed, it will still pop up the pop-up window and keep it again and again. This is another good attempt by WeChat Reading to pursue a better user experience.
Figure 3: Follow page of WeChat reading
2. Feedback: Provides immediately visible action feedback and inaction feedback
Case in point: The little red dot is technically called Badge, originally derived from BlackBerry phones, but patented by Apple. It was an effect on IOS at first, but after detonating on IOS system, it gradually became the standard of Android system.
It was first applied to the small red dot corner label on the App icon, and later it was derived from various styles such as digital messages, text messages, and colored dots. WeChat unread messages are usually in the form of red dots + numbers. The digital notification emphasizes the number of unread messages, which is more oppressive than the simple red dot. When the user clicks to read the message, the red dot and the number will disappear.