Nudge goes to Silicon Valley: Designing for the disengaged and the irrational

An array of software apps, from fitness to finance, enrolls behavioral economics, and economists, in their product designs, value propositions, or else sales pitches, to make products more engaging and to afford users new capabilities in their daily lives. Drawing on 30 interviews with product strategists, designers, and user researchers who work on these self-styled ‘behavior change apps,’ this paper empirically studies the behavioral economic proposition and its operationalization in routine practices of software development and design. Setting aside the behavioral addiction and manipulation frame that critical work on app design typically summons, I approach behavioral economics applications as market work and tease out the different, co-existing logics of attachment between products and their users, that emerge from how market actors decide what product to build, which features to have and how to design the user experience. In doing so, I show that strictly focusing on the frequency of repeated interaction is also empirically inadequate. The product is rather strategized, developed, and designed to become something that the user ‘cannot do without,’ not because it is addictive, but because it is made indispensable to the distributed action universe of the behavioral problem that it addresses.