Review of online choice architecture and vulnerability

This report examines how the design of online platforms influence people's decisions (i.e., online choice architecture) and impacts people in vulnerable circumstances (e.g., people with learning difficulties, people with low literacy/digital skills). The report was commissioned by a network of charities in the United Kingdom known as Citizens Advice and written by the Behavioural Insights Team. The project focused on the theory and practical aspects behind understanding the impact of online choice architecture on people who are in vulnerable situations. The goal was to begin to create an evidence-based practice on this topic, and to encourage the government to address online choice architecture and people in vulnerable situations together. The report found that the theoretical basis for why people in vulnerable situations may be more harmed by online choice architecture practices is clear. However, there is little research on the size, impact, and harm that people in vulnerable situations experience from online choice architecture.

Recommendations include:

• Design regulations around the unequal impacts of online choice architecture practices on vulnerable groups. 
• Collect data on vulnerability (e.g., mental health issues) when conducting quantitative research, including comparing young people and adults.
• Conduct user experience research, online experiments, and behavioural research into how structural characteristics and vulnerability interact. 
• Work towards industry and market initiatives such as online market or product-specific research, measurement of the prevalence of practices by major brands and services, and use the results to create a ranking of the best and worst retail platforms.