Article by Samuel Salzer
“Behavioral Design is the practice of designing for behavior change. The fundamental question in behavioral design is always, “How can we change behavior for good?” Learning the answer is clearly something we can all benefit from, and it becomes especially useful when you aim to change behavior in a large population, for example, with a product, service, or policy. Most people think they are intuitively good at this, while in fact, quite the opposite is true (see Dunning-Kruger effect). Changing behavior at scale is incredibly hard, and it’s not something we are born knowing how to do. Instead, behavioral design requires learning a unique skill set based on insights, methods, and tools from a wide range of disciplines, including everything from behavioral economics to cognitive psychology, as well as service design. We also need to develop the ability to understand and weigh in the ethical considerations to ensure we create value (and not harm) through our interventions.”
