Behavioural design is the futureAs the world becomes increasingly complex and interconnected, the need for more impactful and human-centered design solutions is growing.
Behavioural design, an approach that focuses on influencing human actions through design, is emerging as a key to the future of innovation. It merges psychology, design principles, and technology to create environments, products, and services that naturally guide users toward desired behaviours.
Design can change behaviour
The fundamental idea behind behavioural design is understanding how people think and make decisions, and then using that knowledge to design experiences that align with human nature. This goes beyond aesthetics and functionality; it considers the cognitive biases, emotions, and motivations that drive individuals’ actions. For example, simplifying choices, introducing feedback loops, and framing information in certain ways can encourage users to make better decisions—whether it’s in health, finance, or environmental sustainability.
The design nudge
One of the most powerful tools in behavioural design is the use of nudges, subtle cues or changes in context that can significantly influence behaviour without restricting options. For instance, placing healthier food options at eye level in a cafeteria can nudge people toward making better dietary choices. Similarly, financial apps using visual progress bars or alerts can nudge users to save more or manage their spending more effectively.
A case study
The ‘Yarra Waste Revolution’ campaign by Ellis Jones used behaviour change techniques and plain language principles by engaging residents to change an action often carried out thoughtlessly and habitually. The campaign asked 1,000 City of Yarra residents to forget everything they thought they knew about recycling and start again.
In the future, behavioural design will not only shape products and services but also play a central role in tackling larger societal challenges, from reducing energy consumption to improving public health. By focusing on how people actually behave, rather than how we assume they should, behavioural design offers a path to more sustainable and impactful change.
All very possible. Want to know how? Contact Greg for a discussion that will help you develop a behavioural change model for your agency.
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Greg Branson
Greg’s passion is the research and development of methods that improve design management and the role of design in business.
Greg has developed The Design Business School to help owners manage their business better along with showing designers how to get more involved in the studio and develop their career path. Contact Greg.
