What can design draw from behavioural science?
What can design draw from behavioural science?
At its heart, behavioural design is about making things easier and better for people by understanding what influences their actions. It pulls ideas from behavioural science, which includes studies from psychology, economics, and even how our brains work, to help us make smart design choices.
What’s behavioural science?
Behavioural science explores why people behave the way they do. It covers:
Psychology: How individual thoughts and feelings shape actions.
Social Psychology: How others influence our behaviour.
Behavioural Economics: Why people often make decisions that don't seem completely rational.
Neuroscience: How our brain processes influence our behaviours.
Applying science to design
How do these ideas turn into design? It's all about making solutions that fit naturally with how people think and behave. Let’s break down how this works:
Starting with direct insights:
Behavioural Insights: First, behavioural science gives us clues about what drives people's actions, like the desire for rewards. Designers can use this to add elements that make users feel rewarded, such as badges for completing tasks in an app.
Real-World Applications: Knowing how people interact with their environment helps design more intuitive physical and digital spaces. For example, creating straightforward paths through a website or a building because we know people prefer easy routes.
Building with frameworks and methodologies:
Behavioural Frameworks: These are tools that help designers understand and predict behaviour. One popular framework is the Fogg Behavior Model, which explains that behaviour comes from motivation, ability, and prompts. Designers use this to create experiences that are easy to use and engaging.
Testing What Works: Methods like A/B testing let designers try different ideas with users to see what works best. This helps refine designs based on actual user preferences and behaviours.
Incorporating patterns of influence:
Nudging: This is about making small changes that have a big impact on how people behave. For example, setting healthier choices as the default option can nudge people towards better habits.
Organising Choices: Known as 'choice architecture,' this method involves arranging options to guide decisions. Like placing healthier food at eye level to encourage better dietary choices.
Behaviour Change Tactics: These involve specific strategies designed to alter behaviours over time. Tactics might include using reminders, altering feedback loops, or incentivizing certain actions to gradually establish new habits. For instance, a fitness app might send motivational messages or rewards after consistent check-ins, helping users form a routine around regular exercise.
Beyond the individual
Behavioural design extends its reach beyond individual actions to consider the broader community and cultural context.
Understanding social and cultural factors:
What's Sociology and Anthropology? These sciences explore how people's behaviour is shaped by the society and culture they live in. For example, what may be considered polite in one culture could be quite different in another.
Designing with Cultural Insights: When we design products, it’s crucial to reflect these cultural differences. This makes products more relatable and effective across various global communities.
Applying cultural knowledge to design:
Community Values: People's actions are often influenced by the values shared in their communities. For example, a community that values environmental conservation might respond better to products designed to be sustainable.
Cultural Sensitivity: It’s about more than just translating content; it’s about integrating cultural norms deeply into the design process. This could mean adapting designs to match local tastes or altering how products communicate to fit cultural norms better.
By incorporating these broader social and cultural understandings, behavioural design not only meets functional needs but also respects and adapts to diverse global perspectives, ensuring the design is inclusive and globally applicable.
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Behavioural design is more than just using science to influence. It's about designing with an understanding of human behaviour to create solutions that feel right and work well. By starting from what science teaches us about behaviour, designers can craft environments and products that are intuitive and enjoyable for everyone.
