A few weeks ago Richard Thaler wrote this in his Economic View column about organ donation:
The key, however, is to make signup easy, and requiring people to make a choice is just one way to accomplish it. The private sector could help create other simple methods. Here is a challenge to Mr. (Steve) Jobs: Why not create a Web site — and a free app for the iPhone — that lets people sign up as organ donors in their home states?
Steve Jobs didn’t meet Thaler’s challenge, but Raymond Cheung of Serenity Integration did. “Basically, I was inspired after reading Dr. Thaler’s column,” he tells the Nudge blog. So he directed his team of developers to create an iPhone app called Donate Lives that lets users identify where they live, and then takes them directly to the state web site where they can sign-up to become an organ donor
The app was pretty simple to make, Cheung says. It took a couple days to build. Getting the free app approved on iTunes took a couple weeks. It’s available for download now, so head over to iTunes if you own an iPhone. “Even if a small fraction of those download the app and register, I’d consider it successful especially if it leads to even one more life saved,” says Cheung.