‘NUDGE’-TO STAY RELEVANT

What you want to say and what they are interested in? The answer creates a seamless partnership between Knowledge Worker and the Organisation to achieve sustained growth in a disruptive changing business landscape. To drive the answer to the above question i.e. ‘RELEVANCY’ both for the organisation as well as Knowledge Worker in the industry ecosystem the power of behavioural insights and neuroscience’s Happy-Hormone is leverage in this research article. We act as a choice-architect and worked on automated system-intuitive thinking. The tone of this article is prescriptive and the ‘Nudges’ are provided as a treatment for the diagnosed issues of the Organisation, the subject-matter of the present study. The effectiveness of prescribed Nudges tested on treatment and control group by deploying experiment method and results evidence significant effect on the treatment group. In this study, our learning reflections: ‘Pre-commitment is an impactful tool’; ‘Peer support matters’; ‘Craving need to be instigated, to get reminder work’.


Insights
Their Challenge Stay relevant! The answer is unlocking sustained growth. Today's era of user obsessing experience triggers an ever-changing educational landscape, the organisation intends to enhance the value of business education for all its stakeholders to ensure Sustainability, Relevancy, and Viability, which is critical. To enhance value, the Organisation must strengthen its business and teaching model; focal is on their distinctive strength-The Knowledge Worker, their differentiator driver, who is the protagonist of this research article.
The Organisation is on a transformation pathway with enterprise architecture strategy and rigours working on its five capabilities sets i.e. Target disruptive growth, Design for its key stakeholder i.e. Student, Build Engagement, and Scale with broad ecosystem alliances, and Rewire its Knowledge Worker. We design and prescribe interventions based on insights from behavioural science for Knowledge Worker, to embrace a sustained growth mind-set to stay relevant in the industry ecosystem.
Behavioural Insights traces understanding of human behaviour particularly, decision making. We leverage Behavioural Insights as it blends perspective from Psychology, Neuroscience, and Behavioural Economics which, allow us to work with human nature rather against it while designing the intervention to get the desired behaviour [1] .Neuroscience based researches help us in gaining more understanding about the nervous system, molecular structure, and resultant behaviour of human being. The results of neuroscience research explicitly show that complex interplay of hormones and neurotransmitters releases neurochemicals name Dopamine, Oxytocin, Serotonin, and Endorphins which provide human happiness, which is the state of mind [2] .
We attempt the strategies to trigger these neurotransmitters through our prescribed interventions to influence Knowledge Workers' behaviour voluntarily.
Behavioural Economist Richard Thaler and Cass Sunstein popularized the concept of Nudging in their best-selling book 'Nudge'. The authors positioned nudging as something that could appeal to leaders across the political spectrum. They named it 'Libertarian Paternalism', which acts as a tool by Government to influence people's choices in directions that will improve their lives. Thaler won the Nobel Prize in economics in 2017 for his work in this field [3] . The initial characterisation of our approach is inspired and influenced by the very successful name 'GOOGLE'. The distinctive approach to Knowledge Worker management brings 'GOOGLE' in the spotlight. It is neither the additional strict rules, nor the very opposite i.e. the laissez-faire approach often associated with agile management, TEAL, or Holarctic Organisation [4] . To improve efficiency, effectiveness, and motivation, Nudge management can be proved as a core aspect in influencing thinking which in stills agility [5] . www.psychologyandeducation.net As per the dual-process theory of mind humans have two thinking systems. viz. system 1-an automated system based on intuitive thinking and system 2-a deliberative system based on reflective thinking and logical capacities [6] . Nudge management is exploiting intuitive thinking to harness the strength and ability of the automated system. Therefore, we focused on system 1-automated system to rewire Knowledge Worker.
Nudges introduce where it already exists that means replaces the pre-existing one. Nudges are known as 'soft paternalism' as they steer people in a certain direction. However, it preserves full freedom of choice [7] . Our goal is to Nudge Knowledge Worker to make better choices without coercion or any ma ndates. Thus, we adopted the choice architecture approach.
As a choice architect for this case, we set a conventional (Offline) setting for our Nudge with both structuring as well as describing the choice task option. We used the following flavours of Nudging as a tool -Pre-Commitment, Ego, Engagement, Emotion, Reward, Recognition, Reminder, Transmitter, Salient. Our approach is inspired by an eight-dimensional Morphological box developed by Dennis Hummel and Alexander Maedche (2019) [8] .

Case in Action:
As the industry 4.0 triggers business model 4.0 obvious is the trigger to the Business education providing sector. With the objective to 'Stand out to stand strong amidst disruption. 'Z' Organisation emphasize is to buy -in their deliverable partner i.e. Knowledge Worker on their Vision and shared Goals of Sustainable Growth of the Organisation. The subject matter of the Case is two management institutes 'ZIM' (I) (the treatment group), and 'ZIB' (II) (the control group) under the umbrella Brand, 'Z' (III) which is a salient education society in Pune region. To achieve organisations' objective, top management assigned the task of designing an intervention to the researcher and team with specific issues to be addressed, as follows:

Intervention Design Process:
With intense review literature on Behavioural Economics and Neuro-Science, we find Nudging appealing due to its fit -to meta requirement, nonexpensive nevertheless pragmatic choice inject feature and act as a Choice Architect while designing and prescribing interventions.
The deep processing that the human brain uses to reach decisions is simply too hard-wired and difficult to alter. So instead of trying to change the way individuals think in a very deep sense, behavioural economics tries to change the decisionmaking context to promote better outcomes. The traces from the behavioural economics can be deployed to create an environment that nudges Knowledge Worker towards a wiser decision and desirable. That means altering the playing field in favour of people making the right decision it is the practice adopted by Choice architects to design organizational contexts so as to optimize fast thinking and unconscious behaviour of Knowledge Worker in-line with the objectives of the organization.
The concept is in-line with Fogg Behavioural Model. The Fogg Behaviour Model is a model of behaviour design. It has three elements Motivation, Ability, and Prompt, and all these elements must converge at the same moment to occur any behaviour. If any of these elements is missing, then a behavior does not occur. These three elements consist of subcomponents-Core Motivator (Motivation), Simplicity (Ability), and Prompts (Triggers). The Fogg Behaviour Model names three types of Prompts: Facilitator, Signal, and Spark.
Those designed to influence behaviour should use the Prompt type that matches their target user's context, which combines Motivation and Ability [9] .
Our one of the guiding principles is Fogg's behaviour model to bring positive changes and design Nudges. We conducted brainstorming sessions among Knowledge Workers of the organization to explore the reasons of noncompletion of the task on time as well as to explore their alignment with organisation's vision. Here mentioned few major reasons of many, like no  [2] .

Research Methodology:
In this research, we adopted the Design Thinking approach [10] to study and analyse the Case of the 'Z' Education Society as an umbrella brand for both the treatment group (ZIM) and Control group (ZIB). We used a mixed methodology for this case study research with an intention to provide effective intervention to the 'Z' education society. At the early phase of the research, to better understand the nature of the problem, figure out the context, uncover relevant issues and variables, Ethnography, a qualitative and exploratory study had been deployed [11] .Ethnography enables us to gain an immersive understanding of the people or phenomena of interest while being minimally intrusive or disruptive. .

NUDGE Prescription:
To prescribe specific Nudge, we positioned designed nudge on Nudge Matrix (@ BVA [12] to get a clear and synthetic view of the prescribed nudge and create a nudge portfolio. The objective is to reduce the risk in the deployment phase and select the best opportunity, based on a trial test result. For this, the Circle Brainstorming tool has been deployed.
In this matrix, on X-axis, associated risk in terms of acceptability both internally and externally, cost, and simplicity plotted. This programme has a flavour of Emotion, Engagement, Transmitter, and Disclosure. Research shows that Knowledge Workers are redundant with the Organisation's future plans and more focus on individual paycheques. They expressed the nonaccessibility of comprehensible information related to Organisation, is their pain point to be empathetic, so the challenge is to align Knowledge Worker with the Organisation's vision with an objective to bring dedication on employee side to help Organisation to deliver it's best.
Oxytocin is a cuddle and empathy hormone and neurotransmitter. It is responsible for immersion, interaction, and participation of Knowledge Workers' with the organization's affairs. It tends to seek to buy -in people, which ultimately results in collaboration, team building, participation, and supportive network at the workplace. Oxytocin nurtured inter-personal bonding, provides a feeling of security, being heard, and contentment. The secretion of Oxytocin also reduces stress. Oxytocin has been implicated in a number of crucial aspects of social cognition and emotional bonds and enhance components of empathy [13] . We designed our Signature 'Designerly Programming System' (Oxytocin based) as an integral practice of functions of the Organisation. It works on empathy and immersion which secretes Oxytocin and makes employees part of the solution, not the problem.
The Designerly Programming System follows the guiding principle of empathy for Organisational affairs. In this system, we used a storyboard, Case Study, design thinking method in an algorithmic framework of Immersion, Interaction, and participation. The intentional drive is to establish a governing structure that ensures goal congruence of Knowledge Workers' and the Organisation.
We codified the 'Designerly Programming System' as below: The Nudge Efficiency Metric: The Key Performance Indicator for the Nudge, 'Designerly Programming System', is the rate of successful execution of assigned projects. Researcher Learning: Pre-commitment is an impactful tool.

For Desired Behavior (Nudge 2):
Efficiently task completion on time and combat Procrastination: The Research explored that the Knowledge Worker of the Organisation is confused with the concept of busyness and productivity. On average, currently,60-70%is the task completion ratio, eventually pilled-up and the root cause analysis exhibits Procrastination as the real culprit, which explicit in varied reasons. Research shows that nonclarity on the job, regarding roles and responsibility, unclear expectations from Knowledge Workers' job, and lack of motivating factors like recognition/rewards leads to procrastination. Therefore, we designed and deployed 'Honour' -Recognition System, as a trigger for Knowledge Worker to attain desired behavior, 'Efficiency in task completion on time'. This behavioral Economics, Nudge is based on Neuroscience study of Happy hormones, particularly Dopamine, which is a drive hormone and neurotransmitter. It's an achievement hormone and releases with a reward. Dopamine tends to support goal-seeking behavior. Neuroscience studies said that a constant boost of dopamine keeps employees more alert, focused, assertive, and creative at the workplace [14] . The Prescribed Nudge, 'Honour'-Recognition System, goal is to keep Knowledge Worker in a positive frame of mind to perform towards the achievement of their goals, which in turn co-related with higher perceived social support due to earned respect and esteem by peers as an acknowledgment for being good at their task and higher socioeconomic status. This Nudge -'Honour', is a costeffective, result-oriented, Knowledge Workers' performance tracking dashboard linked with an appreciation system with the flavour of Pre-Commitment, Ego, Recognition, and Reward.

Features of Honour System:
 Highlights individual achievements.
 Syncs the Knowledge Workers' performance a tracking system with reciprocal appreciation and recognition.  Simplify Sync and automate Organization's entire employee Performance Appraisal, Rewards, and Recognition system altogether.  Create a culture of employee engagement and Motivation  Build a culture of goal-seeking, confidence, autonomy, accountability, and ownership of one's output.  Boost self-confidence, alertness, make employee energetic assertive, and focus  Tweak employees to achieve their yearly targets, which is in-line with their predefined Key Result Area.
We used the Morphological Analysis tool [15] .to design 'Honour'with fit to purpose intent as follows: Exhibit 3 Exhibit 2 www.psychologyandeducation.net The Nudge Efficiency Metric: The Key Performance Indicator for the Nudge, 'Honour', is the given task completion rate.
Evidence Path: After deployment of the 'Honour' System following are the outcomes.


On an average task completion rate has increased by 27 percent.  Group norm's positive impact on an average 79 percent Knowledge Worker.  86 percent of Knowledge Workers' shows high morale and engagement.  All respondents (reporting authority) found that this system curtails their work of supervision up to a great extent as employee performance becomes automated mode.

Conclusion:
'Honour' is much more than a Nudge, it is a Recognition System, Performance Tracking Dashboard, Cause of Dopamine release. It generates constructive competition, by tweaking other Knowledge Worker, who failed to complete their task on stipulated time to put effort for completion of their task on time and also makes them effective and efficient in achieving subsequent milestones, which eventually attains the Organisation's desired goal.
Researcher Learning: Peer Support Matters.
3. For Desired Behaviour (Nudge 3): Self-directed upskilling to sustain and relevant in the ecosystem. Knowledge Worker needs to recalibrate them with skill updating techniques. Research exhibits that Organization's Knowledge Worker is incognizant of 'Relevancy' with ecosystem concept in the context of meta-skill requirement and excuse it with the name of 'No Time', which is very ubiquitous in nature. Therefore, to provide control of their time, we designed a socio-techno artifact based on Happy Hormone Endorphins. Endorphin is a pain-relief and stress release hormone and neurotransmitter. According to neuroscience studies, this neurotransmitter also responsible for the feel-good feeling which helps the employee to perform well and boost their productivity [16] . We conceptualise, designed, and embodied the socio-techno artifact as a Nudge by deploying nine design principles, keeping in mind the desired outcome. This Nudge is consisting of a reminder and salient flavour.
We designed this socio -techno artifact [ Exhibit 4] with a collection of nudges that were tested on the treatment group over a period of six months. This included:  Signage of 'Pomodoro' timer to maintain focus and encouraging Knowledge Worker to finish a task in hand and self-reward for that.
 The technique of prioritising tasks to have a preplanned day, which leads to starting a day in no time.
 Reminder for deadlines to avoid the hassle of the last moment.
 Prompting Knowledge Worker to make the addition in their skill catalogue, to create a sustainable, effective career with honed skills.
The Nudge Efficiency Metric: The number of certified skills on the credit of individual Knowledge Worker.
Evidence Path: Over the period of six months (test period), the treatment group responded excellently, evidenced completion of, on an average ten certified skills courses.

Conclusion:
This Nudge embodied in the socio-techno artifact put positive reinforcement on Knowledge Worker and depicts the adoption of 'do it now' attitude, which reflects from the results of the experiment.
Researcher Learning: Craving needs to be instigated, to get reminder work. Exhibit 4 www.psychologyandeducation.net

Contribution to the existing knowledge:
In this article, we present the Nudge Design Canvas as a tool to refer to while designing Nudge to get the desired behaviour. This Canvas comprises nine blocks with tweaking questions and answer to these questions leads to Nudge. Below is a glance at the Nudge Design Canvas.

Policy Implications:
Our article suggests that Organisation and policymakers should design and deploy varied nudges on specific Meta-requirements with a specific flavor, which fits the purpose and evaluate on risk-opportunity analysis to meet their objective and desirable outcomes. These are small, nonexpensive, and positive reinforcement to design desirable behavior.

Scope for further research:
The behavioural economics discipline is having tremendous potential in designing preferable behaviour if integrates with motivational theories.