One push is enough: from use to feel
Innovation rarely fails because of technology, but because of us. Everything that is new is first questioned or even rejected. Even if something new is convincing, this does not mean that it will be used as a matter of course. Quite simply because something new requires us to "rethink" and does not fit into our usual everyday processes. So how can we ensure that innovations are not only used, but also lived? Sometimes all it takes is a little push in the right direction.
The engine purrs quietly, the display in the car glows a reassuring green. A flower grows on the small screen next to the fuel gauge. First one petal, then two. A quick glance, a small smile. The driver takes her foot slightly off the accelerator. The plant on the display reacts - and a new petal appears. No more jerky acceleration, no more hasty lane changes, the woman drives on smoothly.
Not because she wants to save fuel. Not because she is suddenly enthusiastic about sustainability. But because she wants to keep the flower that rewards her efficient driving style with virtual "growth" on the display. "If she keeps driving like this, she might even get the trophy. Because every time she presses the gas pedal a little too hard, the plant loses a leaf. And every time it feels like it has done something wrong. So it adapts. Quite intuitively. It follows the rules of a game of which it is barely aware and suddenly drives as the developers of the system intended: efficiently, proactively, environmentally friendly.
From innovation to intuition
The biggest obstacle to innovation is rarely technology, but people. Everything that is new is initially viewed critically. Change is sometimes even met with resistance. Even if something new is accepted, this does not mean that it will be used as a matter of course. Many innovations don't fail because of their functionality, but because they don't fit in with users' intuition. You first have to actively think about it, search for or understand a new function and that is precisely what stands in the way of spontaneous, natural use.
But how do you get people to not only accept something new, but to really internalize it, i.e. to move from thinking to feeling? Nudges are an inconspicuous but very effective way of doing this: a nudge in the right direction.
Innovation nudges
Even if the flower on the car display only looks like a small game at first glance, it is actually a subtle nudge in a new direction. Towards a more cautious and resource-saving driving style. The people at the wheel don't have to learn anything, understand anything or consciously change anything. They are simply guided by a flower. No index finger, no instruction, just a gentle impulse. And yet people change their behavior as a result. They drive more evenly, more proactively, more sustainably. Not because they have to, but because it feels good to see the flower grow.
That's the idea behind a nudge: a small, thoughtful nudge that changes our behavior in a predictable way without limiting our freedom of choice. A nudge is any component of the so-called decision architecture that makes a desired action more likely without prescribing it. It is about making a decision more obvious, more comfortable or more intuitive. This can be a symbol that draws attention, a color that provides orientation or a hint that makes the next step easier. For example, if the most important button is moved to a different position in new software, many people find it difficult to find it immediately or to "relearn" the familiar movements. However, if this repositioned button briefly lights up red or is discreetly highlighted, the change is understood intuitively and without explanation or instructions. A small visual nudge is enough to make the new function tangible.
A nudge = a gentle push or a slight influence to encourage an action (Oxford Dicitonary)
to nudge so. = to nudge someone
But this is precisely where the challenge lies: where behavior is directed, responsibility begins. As effective as nudges can be, they also require a sure instinct. Because every nudge, no matter how gentle, is an intervention in decisions, often without us consciously realizing it. For this reason, nudges should be transparent, comprehensible and always used in the interests of the user. That way, the decision remains free, but the path to it becomes easier.
Feel and not think
If innovations are to reach society, it is not just a matter of developing them to technical perfection. It's about making them human. Nudges can help to make new things understandable, accessible and, above all, intuitive to use. They transform the unknown into something familiar. You no longer have to think about it, but feel the innovation and apply it intuitively.
After all, innovations are not successful because they are the best solution, but because they feel right. Nudges help to build this emotional bridge. They pick people up where habit meets uncertainty and make the first step easy. Acceptance comes not from conviction, but from trust. And sometimes all it takes is a little flower on the display.
Author: Marie Spies