In 2008, Richard Thaler and Cass Sunstein published "Nudge," introducing the concept of choice architecture—the idea that small changes in how options are presented can significantly influence decisions. The book transformed public policy and marketing. But enterprise learning has been slow to adopt these insights.
At redthrd
Nudge theory is foundational to our approach. Here's why it matters for technology adoption.
What is a Nudge?
A nudge is any aspect of choice architecture that alters behaviour in a predictable way without forbidding options or significantly changing economic incentives.
Why Traditional Training Ignores Human Nature
We all know we should exercise more, save more, eat better—and yet... Technology adoption is no different.
Traditional corporate training assumes humans are rational actors who will adopt better behaviours once they understand them. This is demonstrably false. Employees understand that collaboration features could help them. They've completed the training. But behaviour doesn't change because understanding isn't the bottleneck—action is.
Nudges That Work for Technology Adoption
Default Effects
People stick with defaults. Instead of training users to enable features, enable them by default. Set optimal settings from the start.
Social Proof
We look to others to determine behaviour. Messages like "Teams in your department are using this feature" leverage social proof to encourage adoption.
Timely Prompts
The best time to suggest a feature is when someone is struggling with a task that feature would solve. Right now, in the moment of need.
Friction Reduction
Every additional step reduces adoption. If using a feature requires five clicks, simplify to one. Remove every possible barrier.
Commitment Devices
People follow through on commitments. Asking "Would you like to try this feature this week?" creates a small commitment that increases follow-through.
Nudges in redthrd
Our platform is built on nudge principles:
- Timing: Learning content arrives at moments of relevance, not arbitrary schedules
- Social proof: Messages emphasise what peers are doing, not what users should do
- Low friction: Micro-learning reduces friction compared to hour-long courses
- Commitment: Journey commitments create accountability without coercion
The Ethical Dimension
Libertarian Paternalism
We're committed to helping people make choices that benefit them while preserving freedom. We nudge toward adoption because it genuinely helps users—not because it serves organisational surveillance.
Done right, nudges in enterprise learning don't manipulate—they remove barriers to behaviours people already want to adopt.