Design Practise & Behavioral Economics

Behavioral Economics & Design Stefan Müller, HCI Remixed

Don Norman. 2010. „Why Design Education Must Change“. Core77.com

„In the early days of industrial design, the work was primarily focused upon physical products. Today, designers work on organizational structure and social problems on interaction, service, and experience design.... As a result, designers have become applied behavioral scientists, but they are woefully undereducated for the task.”

Dan Ariely: Predictably Irrational

„Visual Illusions as a metaphor for irrationality (a.k.a. cognitive illusions)”

“We think that we make rational decisions. But most decisions actually

don’t lie within us but within the people who end up designing the forms.”

“We think that we make rational decisions. But most decisions actually

don’t lie within us but within the people who end up designing the forms.”

“We think that we make rational decisions. But most decisions actually

don’t lie within us but within the people who end up designing the forms.”

16%

0%

84%

The “useless” option actually helped people figure out what they wanted.

We actually don’t know our preferences that well and are hence open to these

influences.

68%

32%

Standard Economics

“What a piece of work is a man! how noble in reason! how infinite in faculty! in form and moving how express and admirable! in action how like an angel! in apprehension how like a god!”Will Shakespeare (Act II,scene 2, of Hamlet)

Behavioural Economics

Behavioural Economics

“We build products that work with our physical limitations. Chairs, shoes, and cars are all designed to complement and enhance our physical capabilities...

Behavioural Economics

... If we take some of the same lessons we’ve learned from working with our physical limitations and apply them to things that are affected by our cognitive limitations—insurance policies, retirement plans, and healthcare—we’ll be able to design more effective policies and tools, that are more useful in the world...

Behavioural Economics

... This is the promise of behavioral economics – once we understand where we are weak or wrong we can try to fix it and build a better world.”Dan Ariely

Some examples...

UK Design Council’s RED Unit

UK Design Council’s RED Unit

Health A RED project form 2005

Health A RED project form 2005

Health A RED project form 2005

Health A RED project form 2005

Health A RED project form 2005

Participle Addressing the big social issues of our time.

InWithFor “Our problem? Too many families-in-crisis, interfacing with state systems,

and too few families thriving.”

Public Sector projects @ IDEO

Public Sector projects @ IDEO

Public Sector projects @ IDEO

Social Innovation@ frog

“Mobile technology as a accelerator of positive social change”

Social Design@ Think Public

Working exclusively with the public sector, third sector and communities.

Social Design@ Think Public

Working exclusively with the public sector, third sector and communities.

Don Norman. 2010. „Why Design Education Must Change“. Core77.com

“We need a new form of design education, one with more rigor, more science, and more attention to the social and behavioral sciences, to modern technology, and to business. But we cannot copy the existing courses from those disciplines: we need to establish new ones that are appropriate to the unique requirements... of design.”

Ende