I want to tell you about a pretty genius piece of tech.

When you ride in a New York City cab, you can pay using a screen that looks like this.

NYC taxi cab screen

That’s not the pretty genius part. It’s these three, simple buttons:

taxi screen buttons

Those buttons give users three default choices for tipping their driver. Before NYC cabs started using the screen payment system, the average tip was about 10%. After this screen was introduced, the average tip jumped to 22%. By suggesting how much users should tip, and creating an anchor, the buttons generated more than $144 million in additional tips.

This is a great example of how a small nudge can influence people to make different decisions and change their behavior-sometimes, to the tune of hundreds of millions of dollars. What gentle pushes can you give to help your audience make a better choice?

H/t to The Next Web. Image Good Experience via The Next Web.

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