What is Behavioural Design?
From Insight to Ideas to Action
My process is highly collaborative and involves organizational stakeholders and end-consumers in all phases of the co-design process.
Human-Centred Design
An empathy-based approach for understanding the context of human behaviour by understanding people’s lived experience. It provides insight into the unmet needs to enable the generation of innovative concepts and processes.
Behavioural Science
A rigorous process for understanding the causes of decision-making and behaviour. It provides evidence-based explanations for why people do what they do based on experimental science.
The 5- STEP Process
DEFINE
I start my process by understanding an organizational challenge by hypothesizing about the needs of the humans involved, identifying the KPIs in terms of measurable behaviours, and developing a research plan to guide the primary and secondary research activities.
Determine
I combine all sources of information to develop an experience map that highlights behavioural barriers and prioritizes areas of opportunity.
DESCRIBE
I dig deep into the scientific literature to review what is known from research, review available data, and undertake primary research (including in-depth interviews, observation, workshops and surveys) to elicit contextual insight into the human experience.
DESIGN
I work with stakeholders and end-consumers to design and test initial prototypes to ensure that feedback is built into the design process and develop a testing protocol to ensure that the solution is desirable to and meets the needs of end consumers.
DECIDE
I work with stakeholders to undertake rigourish* testing to evaluate solutions based on effectiveness and ease of implementation with the end goal of developing a detailed solution implementation canvas.
* [ˈriɡəriSH] ADJECTIVE: Extremely thorough, exhaustive, or accurate. Well, as much as one can be when solving really complicated problems with real people in the real world.