Description

In domains as diverse as healthcare, financial wellbeing, education and technology, the last mile problem refers to the difficulty of getting end users to adopt a new technology or innovation and embrace a change in behaviour. The last mile problem is a problem of psychology, and not one of technology. In this session, we will discuss the concept and nature of choice architecture – the science of designing choice environments that facilitate changes in behaviour and adoption. Drawing on examples from various domains and from various countries, we will build a framework for designing environments that nudge individuals to the appropriate choice.

Dilip Soman (@dilipsoman) is a professor at the Rotman School of Management and the director of the India Innovation Institute at the University of Toronto. He studies interesting human behaviours, explains them, and uses the insights to develop products and programs to help people help themselves. His interests include behavioural economics, social media, marketing strategy, and consumer psychology.