In short
A nudge is a small prompt or design choice that makes a helpful action easier, without removing options or adding strong incentives. The idea was popularized by Richard Thaler and Cass Sunstein in their 2008 book Nudge. In apps, nudges include reminders, smart defaults and progress cues.
Why it matters for apps
Most users do not leave because they decided to. They forget, get busy or stall halfway. A well-placed nudge brings the next step back into view at the right moment.
- A tactic, not the whole design: Choice architecture is the full way options are presented. A nudge is one intervention inside it, and a push notification is just one channel that can carry it.
- Context beats volume: An almost-there message like "one more workout to hit your goal" beats a generic "we miss you".
- Keep the choice free: A nudge should be easy to ignore. Hidden opt-outs or guilt messages turn it into pressure and erode trust.
- Common mistake: Sending too many prompts. Users then mute notifications, and every later nudge is lost.
Industry examples
Duolingo sends practice reminders to users who have not done a lesson yet that day, framed around keeping their streak.
A ride app tells a user they are one ride away from the next loyalty tier this week (hypothetical).
Build it with StriveCloud
In StriveCloud, challenges and time challenges can carry scheduled notifications that are pushed to your app based on each user's progress. Tiers include almost-made and almost-lost notifications when a user is close to gaining or losing a tier. Segments decide who sees which challenge, so new users and regulars get different prompts.
Want to try this? See app engagement software
Frequently asked questions
What is a nudge in behavioral economics?
A nudge is a small change in how a choice is presented. It steers people toward a better option without banning alternatives. Thaler and Sunstein described it in Nudge (2008).
What is an example of a nudge in an app?
Common app nudges include a reminder when a daily goal is almost met, a progress bar and a sensible default setting.
What is the difference between a nudge and a push notification?
A nudge is the behavioral idea: a gentle, choice-preserving prompt. A push notification is one delivery channel, and it can carry a nudge or a plain announcement.