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

BFD based on Human Centred Design principles


1. Based on Behavioural Science

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. Behaviour Focused Design ensures a person is already motivated to act. Building in ethics from the start. It designs for people's behaviour, not designing their behaviour. We can then focus our efforts on designing triggers and changing people's ability.

3. Action-oriented

The aim of Behaviour Focused Design is to change or improve people'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 Focused 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.

Behaviour Focused Design starts with three questions:

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