UX experiments / Choice design
Choice design · Online experiment
Opt-in or opt-out: which framing produced more organ donors?
Same organ donation question, framed as opt-in or opt-out. Which framing produced more donors?
Make your call. Which version won, and why? Decide before you open the result. Guessing first is what trains your judgment.
Made your call? See the result
Opt-out: 82% consented. Forced choice: 79%. Opt-in: 42%.
What happened
Same question, same people, different default. Real-world consent rates show the same pattern across European countries.
Why it worked
Most people keep the default. The default reads as the recommended choice.
The takeaway
Every default is a decision you make for millions of people. Choose it on purpose.
Source
- Johnson & Goldstein · Do Defaults Save Lives? (summary) (thedecisionlab.com)
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