Sludge
Something some service users are familiar with.
It’s the subscription that was instant to sign up to but a 4 step process to cancel.
It’s the form that asks the same questions every year as if you’re a new person.It’s the cookie consent that’s one click to accept but 17 clicks to customise.
There’s a word for this: sludge.
The term was coined by behavioural economist Cass Sunstein to describe excessive friction that discourages people from taking actions - often ones that would benefit them. I only recently heard the term and now I see it everywhere.
It can be intentional or accidental but it’s all around us. I found that NSW Department of Customer Service, in partnership with the NSW Behavioural Insights Unit, has produced a “Sludge Toolkit” - a practical audit framework for identifying and reducing friction. Worth a look if you’re designing services or forms.
• The illustration used on this page is from: The NSW Government Sludge Audit Method Guide - available along with other resources at https://www.nsw.gov.au/departments-and-agencies/behavioural-insights-unit/sludge-toolkit
• Listen to Chris Colin in an article for the Atlantic break it down on: 99% Invisible Podcast EP644 - Your Call is Important to Us at https://99percentinvisible.org/episode/644-your-call-is-important-to-us/
