Pour le 10ème article au sujet du nudge (et ce n’est pas fini) nous vous avons dégoté les 5 étapes clés pour mettre en place un nudge efficace.
Le nudge, c’est quoi ?
Le nudge ne devrait plus avoir de secret pour vous, mais petite piqûre de rappel pour les retardataires.
Le nudge est une incitation douce, un coup de pouce. C’est une technique utilisée pour inciter les personnes à changer leurs comportements ou à faire certains choix sans être sous la contrainte. Le nudge doit laisser la liberté de choisir aux individus. « Les nudges sont une réponse au manque de rationalité constaté des individus qui s’explique par de nombreux biais identifiés dans le cadre de l’économie comportementale. » (Source)
Parmi les nudges les plus connus (que vous connaissez surement) nous pouvons citer : la mouche installée dans les urinoirs pour inciter les messieurs à viser juste, les cendriers de vote installés dans les lieux publics pour inciter les fumeurs à ne pas jeter leurs mégots au sol ou encore les marelles devant les poubelles en ville.
5 étapes clés pour réussir son nudge
Les nudges sont donc de plus en plus utilisés tant par les entreprises publiques que privées. Mais alors, quelles sont les étapes clés à respecter pour mettre en place un nudge efficace ?
1. On définit ce qu’on cherche à améliorer
Pour cela, il faut bien identifier le problème que l’on souhaite résoudre.
2. On observe les comportements et on analyse les biais
Il est important de comprendre comment les individus prennent leurs décisions et prendre en compte les différents biais psychologiques qui peuvent l’influencer.
3. On imagine des nudges simples
Les nudges doivent être facilement compréhensibles par les individus.
4. On les teste sur un échantillon
Cette étape est primordiale pour mesurer l’efficacité et les effets du nudge. Ici, on peut vérifier le bon fonctionnement et de ce fait la compréhension du nudge. Si les résultats ne sont pas ceux escomptés, il est encore temps de le modifier.
5. On déploie les nudges à l’ensemble de la population
Et on analyse les retombées pour mettre en place un système d’amélioration continue.
En attendant que vous mettiez en place de super nudges grâce à tous ces conseils, l’équipe Gnitekram vous souhaite de bonnes fêtes de fin d’année. NB : l’abus d’alcool est dangereux pour la santé !
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