Nudge Theory

Nudge theory is the idea that subtle cues influence our behavior and decisions.

Nudge Theory Principles

Defaults Matter

People tend to stick with default options. By setting healthier or more productive choices as defaults, you can increase the likelihood they’ll be chosen. This doesn’t remove other options; it just makes the better choice easier to pick.

Simplify Choice

People get overwhelmed by too many options. Nudge theory suggests simplifying choices to make good decisions clearer and more accessible.

Use Reminders

Timely reminders can prompt people to take actions they might otherwise forget. These can range from text messages about appointments to labels promoting energy-efficient behaviors.

Understanding Mappings

Help people understand the consequences of their actions with clear, accessible information. If you want someone to reduce energy use, show them how much they’ll save on bills annually, not just monthly.

Immediate Feedback

Immediate feedback helps reinforce good habits. For instance, a real-time display of energy consumption can encourage people to turn off unnecessary lights.


Small rewards can motivate good behavior. Whether it’s a discount for reusable cups or points for healthy eating, these incentives make doing the right thing more appealing.

Applying Research

Our mission was to create positive change in our everyday lives through the use of Nudge Theory. What if we could architect our own nudges and be influenced by our agenda and not others’. 

How it Works

UNLV Case Study

Our study, conducted at UNLV, demonstrated a statistical enhancement of daily encouragement and well-being. The study showed that users who engage regularly with Journey Nudges report a 68% increase in progress toward their goals with more enjoyment compared to those who didn’t receive nudges.


This study underscores the effectiveness of personalized, encouraging nudge interventions in the flow of our day fosters not only individual success but overall life enjoyment.

Our approach is rooted in the belief that minor adjustments, consistently applied, compound into life changing outcomes.

46% Increase in Productivity

82% Increase in Physical Well-Being Habits

100% More Conscious of Desired Goals

68% Increase in Emotional Regularity

Journey Advisors

JOURNEY’s Board of Advisors hail from renowned global organizations and industries, bringing a diverse range of knowledge, perspective and experience to guide and drive long-term value to the company.

Dr. Anjala Krishen

Behaviorial Science

 Team Member since 2019


Kimberly Benoit, ACC, ICF

Organizational Well-Being

Team Member since 2020

Dr. Greg Finch

Executive Coaching

Team Member since 2019


Suken Shah


Team Member since 2019


Dr. Hans Rawhouser

Business Development
Advisor since 2019

Dr. Jack Schibrowsky

Marketing & Strategy
Advisor since 2019


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