Netflix’s landing page is full of choice architecture tools—plausible paths, smart defaults, and carefully curated descriptions. But it doesn’t do all of the work itself. The platform takes cues from you, too.
Designing, developing, and implementing products and programs is hard. Behavioral scientists can help. But only if you understand the roles they can play, the problems they can solve, and how they can add value to an organization like yours.
The behavioral insights approach to design has often been top-down. A priority moving forward should be to incorporate more reflexive, dynamic, and nuanced forms of behavioral change. One promising way of doing so is to adapt principles from human centered design.