The document discusses how design has evolved from focusing on physical products to also addressing organizational structures, social problems, and human behavior. It notes that designers have become applied behavioral scientists but are undereducated for this task. It provides examples of how behavioral economics and design can be applied to domains like health, insurance, and retirement planning to design more effective policies and tools by understanding cognitive limitations. The document advocates for a new form of design education that incorporates more rigor, science, and attention to social/behavioral sciences, technology, and business to suit the unique requirements of design.

1. Behavioral Economics & Design
Stefan Müller, HCI Remixed

2. „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.”
Don Norman. 2010. „Why Design Education Must Change“. Core77.com

3. Dan Ariely: Predictably Irrational
„Visual Illusions as a metaphor for
irrationality (a.k.a. cognitive illusions)”

4. “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.”

5. “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.”

6. “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.”

7. 16%
0%
84%

9. 68%
32%
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.

10. “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)
Standard Economics

11. Behavioural Economics

12. “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

13. ... 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

14. ... 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
Behavioural Economics

15. Some examples...

16. UK Design Council’s RED Unit

17. UK Design Council’s RED Unit

18. Health
A RED project form 2005

19. Health
A RED project form 2005

20. Health
A RED project form 2005

21. Health
A RED project form 2005

22. Health
A RED project form 2005

23. Participle
Addressing the big social issues of our time.

25. InWithFor
“Our problem? Too many families-in-crisis, interfacing with state systems,
and too few families thriving.”

26. Public Sector projects
@ IDEO

27. Public Sector projects
@ IDEO

28. Public Sector projects
@ IDEO

29. Social Innovation
@ frog
“Mobile technology as a accelerator of positive social change”

30. Social Design
@ Think Public
Working exclusively with the public sector, third sector and communities.

31. Social Design
@ Think Public
Working exclusively with the public sector, third sector and communities.

32. “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.”
Don Norman. 2010. „Why Design Education Must Change“. Core77.com

33. Ende