Digital Nudging for Accelerating the Take Up of Electronic Payment in the Moroccan Port Ecosystem

In Morocco's port and foreign trade ecosystem, new electronic payment methods, such as online payments, have been introduced by public decision makers to speed up the payment process and thus the transit and clearance of goods.Despite their variety and availability, as well as their increased security, these new payment methods are not yet fully accepted by users in the port community, which makes the use of checks and cash still one of the most used payment methods.The proposed approach aims to encourage customers to use electronic payment methods in an ecosystem dominated by traditional payment methods by designing adaptive nudges from the three main domains: artificial intelligence, humancomputer interaction, and user experience, in order to support this strategic decision towards electronic payment adoption.In fact, several studies have consistently shown that digital nudges are effective strategies for leveraging cognitive biases to positively influence user behavior and decision-making (Behavioral improvements ranging from 10% to 30% depending on the context and type of nudge).This article provides an illustration of the implementation of digital nudges through a well-defined process, drawing on evidence from other studies that have demonstrated the effectiveness of nudging.This approach is expected to influence user decisions in digital environments, particularly in the adoption of electronic payment methods, with the objective of achieving behavioral change of up to 30%.These insights offer a valuable foundation for researchers and practitioners focused on studying or designing information systems and interventions that support user decisionmaking in digital environments.