The course is connected to the following study programs
- Master of Design
- Master of Design
Course description
In this course, students will learn how to use findings from behavioral science to design products and services that supports behavior change. The seminar will start off with key learnings from behavioral science, especially the topics of decision making, formation of habits, and how both emotions and group pressure impact our decisions. The framework of Kahneman and Tversky will be central to this theoretical part.
In the practical part, the students will learn key methods within behavioral design, including how to define a target behavior, how to create a behavior map, methods to identify the key drivers and barriers and finally how to design measures to achieve the target behavior. The students will choose their own case/project to apply these behavioral design methods on.
Learning Outcome
Knowledge:
- knowledge of basic concepts in behavioral science and how they are relevant to design
Skills:
- You can describe what drives people's behavior and what prevents them from doing what they want.
- You know how to carry out a behavior design project, from defining target behavior and mapping drivers and barriers, to designing measures and measuring effect.
- You know which ethical questions you should reflect on and how to avoid manipulation.
General competence:
- you will learn how to utilize knowledge from behavioral science to make better and more efficient user experiences with the potential to change behavior
Teaching
There will be weekly lectures on specific topics. The students will get the task of reading source material between each lecture. The course also consist in a visit to the OICL lab and a demo of behavioral design being done there.
Excursion:
There will be one excursion to OICL, at AHO.
Examination
Form of assessment: Project assignment
Grading scale: Pass/fail
Comment: The final delivery will be the design of an online service/product using behavioral design methodology and 2) an essay on a topic that is part of the course, for instance ethics and manipulation.