What is Choice diagnostics?
Choice diagnostics is the process of systematically analyzing where, why, and how people make suboptimal decisions within a specific journey or system. It combines behavioral observation, data analysis, and psychological theory to locate the exact decision points where interventions would have the greatest impact.
How it works
The diagnostic process typically involves mapping the decision journey, identifying drop-off points or error-prone moments, classifying the type of barrier at each point (cognitive, motivational, environmental), and prioritizing interventions based on impact and feasibility. Unlike general behavioral audits, choice diagnostics focuses on specific, measurable decision points rather than broad behavioral patterns.
Applied example
A tax authority diagnosing why self-employed workers file late discovers that the barrier is not procrastination (motivation) or confusion about rules (capability) but that the filing portal requires information that most people do not have on hand, causing them to abandon the form mid-way. Redesigning the form to allow saving partial progress fixes the drop-off.
Why it matters
Choice diagnostics provides the evidence-based foundation for behavioral design by ensuring interventions target the actual decision barrier rather than assumed ones.
