Behavioral economics in design practice

How the theory of behavioral economics informs persuasive design practice

Completed: 2021

This project is a revision of the theory of behavioral economics and its potential usefulness in the field of design. In 2008, Richard Thaler and Cass Sunstein published the book nudged and argued that practitioners applying behavioral economics are choice architects, which frames this as a design practice. This study explores the applicability and limitations of behavioral economics in design practices such as interaction, service, and systemic design.


  • Literature review
  • Research through design


  • Mejía, G. M. (2021). Theory-driven or theory-informed? A review of behavioral economics in design. The Design Journal, 24(4), 567–587.
  • Mejía, G. M. (2021). Using nudges as design principles: Mindful guidance for behavior change. Journal of Design Strategies, 10(1), 56–66.