Summary: Use behavioral-economics frameworks to uncover hidden friction in your experience and design UX solutions that better support user action.
People often intend to take action — join a gym, open a savings account, register for a class, or book tickets to a show — but never follow through. Most of us know this frustrating gap between what we intend to do and what we actually do.
Behavioral economics helps UX practitioners investigate why intention fails to become action. It enables them to look beyond whether users can complete a task and uncover what shapes their motivation, attention, confidence, and decisions along the way.
The Promise of Behavioral Economics
Behavioral economics combines economics and psychology to understand how people behave in real contexts. Emotions, habits, uncertainty, social cues, perceived risk, effort, and the way information is presented all influence what people do.
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