Wednesday, September 15, 2010

Back buttons and the architecture of choice

Studies have shown that more people will use the back button on their web browser than a "back" link on the web page they are viewing. My conjectures about the reasons for this are:

a) the back button on the browser is large and easy to see

b) It's function/reliability is predictable - it does the same thing each time you click it

c) Its location is predictable - the back button on your web browser is always in the same place, whereas a "back" link on the website you are visiting will often be in different places, depending on the website you are visiting.

d) The frequency of its use becomes a self-fulfilling prophecy: people do and continue to do what they do most often


When offering consumers environmentally friendly options and nudging them towards choosing them, providers need to make sure that the options are

a) convenient
b) accessible
c) undemanding (for those who are not passionate about the environment)
d) predictable - eg you don't want to offer your customers bio-degradable bags that turn to dust on their way from their car (or the bus) to their front door
e) are in the same place next to the till each time they visit the shop - i.e predictable location
f) are free or priced competitively
g) piggy back on already established habits of consumption

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