A collaboration between Warwick Business School and the Design Council has seen the creation of the world’s first Behavioural Design Lab.
The lab looks to bring the power of design together with the cutting edge scientific research that WBS’s burgeoning behavioural science group is discovering to address issues ranging from binge drinking to the impact of the internet on teenagers to energy consumption, as well as boosting the nation’s flagging economy.
BBC Radio Four presenter and Financial Times journalist Tim Harford launched the Behavioural Design Lab at the Design Council in Angel, London.
WBS’s Ed Gardiner is the Behavioural Design Lead and believes the new lab can do what Government advice has continued to fail to do:
I'm bored of advice. Daily messages about carbon emissions, nutritional content or interest rates just add to the problems. More information does little to influence my decisions. I know I’m meant to eat five-a-day, it’s just not convenient, especially when my self-control is waning and M&S are discounting Percy Pigs.
I believe that most people want to live a healthy, happy life within their means, doing what’s best for family, friends and Mother Nature. But in reality – consciously or not – the decisions people make regularly knock them off course. A tough day at work justifies driving in, ordering takeaway keeps the children happy, or financial stress makes saving unfeasible. We’ve all been there. Other things get in the way and awareness campaigns naively gloss over the practical issues. Organisations need a new approach. That is where the Behavioural Design Lab comes in.”
Mat Hunter, Chief Design Officer at the Design Council added:
There is growing interest in the power of design thinking and behavioural science to tackle complex issues. This pioneering collaboration will combine theory and practice in order to confront the most pressing challenges of our time.”
Further information on the Behavioural Design Lab