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