What is behaviour design?

Behaviour Design helps people make better decisions. Combining behavioural science with design thinking to create better digital products and services. 

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Behavioural science

Behavioural Science is based on a strong scientific legacy that seeks to understand how people make decisions, what affects how we act and what underpins our wellbeing. It draws insights from a combination of psychology, behavioural economics and neuroscience.

Design thinking is a strategic process to solve problems. It goes beyond making something look good, to redefine the problem and create innovative solutions. It draws from empathy, ideation and experimentation.

Both have one thing in common...

Behavioural science

Behavioural Science is based on a strong scientific legacy that seeks to understand how people make decisions, what affects how we act and what underpins our wellbeing. It draws insights from a combination of psychology, behavioural economics and neuroscience.

Design

Design thinking is a strategic process to solve problems. It goes beyond making something look good, to redefine the problem and create innovative solutions. It draws from empathy, ideation and experimentation.

Both have one thing in common...

People

Both sectors try to better understand people.
Behavioural science aims to unpick the complexity of human behaviour, challenging our assumptions of what people do, why they do it and understand how people make decisions. 
Design thinking informs human-centred innovation. To create better products and services you have to understand the needs of your customers or users. To do that, you need to understand who it is for. 

Behaviour Design

Combining the insight from behavioural science and the problem solving of design thinking.

Put simply, if we know how the brain works,
we know how to better design for it.

Foundations of Behaviour Design

Behaviour Design builds on existing design thinking methodologies, like Human Centered Design, by adding these 4 components:
 

1. Behavioural insights

Key insights of how people act, think and make decisions are pulled into the design process. They can be used to understand why people are doing a certain behaviour and if a proposed design direction will work.

2. Motivation-directed

Your behaviour is determined by three areas - your motivation to act, being triggered to act and your ability to carry out that behaviour. Our process ensures a person is already motivated to act, so we can focus our efforts on designing triggers and changing people's ability.

3. Action-oriented

The aim of behaviour design is to change someone’s behaviour. To do this we move away from the traditional Key Performance Indicators (KPIs) used in business. Instead, moving towards action-centric measures of what people do. We call them human factor KPIs. They provide a complete picture of what people are doing, when, why and how.

4. Measurable and provable

Behaviour Design shares the rigorous empirical study found in behavioural science. It uses it in two ways. Firstly by using experimentation to assess people’s current and wanted behaviours. Secondly, it utilises existing research to underpin the design process. Ensuring an idea works before you invest time and money developing and scaling it.

We start with three questions:

1. What decisions are people making?
2. What decisions are people not making?
3. What decisions should people make?

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We work from idea to implementation

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We teach design teams and businesses