Lauren Kelly Teaches Behavioural Design

Behavioural design is a field that explores the application of behavioural science in design. This emerging field aims to help designers and innovation teams understand, shift, and change behaviour using behavioural science. Lauren Kelly, who joined our faculty last year with her Masterclass on this topic, led this pioneering module where students were introduced to the history and foundations of behavioural design, learned the three key phases of behavioural design (Define, Decode, Innovate), and explored ways to identify and prioritize key behaviors for change.

Moreover, the students gained an understanding of the main drivers of human behaviour and how to spot them, and learned how to design solutions with behaviour change science at their core. With a solid understanding of the behavioural landscape and key mindsets and approaches, students will start to think more behaviourally and be better equipped to approach behavioural change projects. This module was an excellent introduction to the exciting and rapidly growing field of behavioural design.