What is Behavioural Design?
What is Behavioural Design?
Behavioural design is a way of shaping products and environments to guide people's choices and actions. It uses knowledge from behavioural science—why people act the way they do—to create designs that feel natural and easy to use.
If you have ever tried to influence people or change their behaviour... you have already slipped into the world of Behavioural Design.
What is behavioural science?
Behavioural science explores what influences human actions, including our thoughts, feelings, and the environment around us. It helps us understand how people make decisions. The science is often terms the 'ologies'... specifically Psychology, Social Psychology, Sociology, Anthropology. But it also includes Behavioural Economics, Neuroscience... Don't get too caught up with this just now. Just know they are there as the insights engine to Behavioural Design.
Ethics at the heart
It’s crucial to remember that behavioural design should always be used responsibly. The aim is to help people make better choices for themselves without misleading or tricking them. Transparency is key.
It's not just for digital
While apps and websites are common examples, behavioural design applies everywhere—from how a store is laid out to making services more user-friendly. It’s all about making things simpler and more enjoyable, no matter the setting.
Understanding the whole picture
Behavioural design doesn’t just look at the moment someone uses a product or service. It considers their entire experience—including the habits, influences and expectations they bring from outside. This broader view helps create designs that fit more naturally into people’s lives.
Looking ahead
By anticipating how people might behave, behavioural designers can create products and services that adapt to future needs and changes, making sure they stay useful and relevant over time. Influence and behaviours ripple. They have origins and start to influence other actions and other people. We use this to our advantage.
What is the definition of behavioural design?
Many people think behavioural design is just about influencing others. But there’s a better way to see it. Lauren Alys Kelly, BehaviourKit’s founder, defines it simply:
Behavioural Design is anything that helps our user to reliably do something,
despite natural tendencies pulling them off track.
This means it's not just about pushing people to act a certain way. It’s about making it easier for them to stick to their goals, even when distractions or old habits get in the way. Behavioural design creates supportive experiences that guide users gently towards their objectives, making the right choices feel natural and straightforward.
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In essence, behavioural design makes life easier by making choices clearer. It’s about using our understanding of behaviour to create thoughtful, well-designed products and services that improve everyday life. Through ethical practice and a deep understanding of human behaviour, designers can craft experiences that truly resonate with users.
