Behavioral design

Behavior design is about understanding and strategically intervening at key decision-making moments to nudge users toward a desired behavior. When these discrete moments are used and designed well, they can have a powerful effect on our behavior.

Behavior design for sustainable social development

Behavior design has grown exponentially; it’s used in politics, leadership and by businesses. Why? Because with behavior design, you can influence people and change thoughts, feelings and actions.

At Antrop, we consider behavior design a way to shape behavior that leads to sustainable social development. We start from a specific behavior in your users, something that needs to change in order to strengthen your organization’s contributions to sustainable development, or your ability to solve a social challenge.

Behavior design is a great method for:

  • Identifying decision-making moments that could lead to different user behaviors
  • Maximizing your positive impact
  • Learning to recognize hidden obstacles that cause users to fall into certain behavioral patterns, and eliminating these from your design.
  • Evaluating key functions
  • Evaluating and rethinking design features

Behavioral science and psychology

First we develop an understanding of what’s causing your users’ behavior. Then we use methods from behavioral science and psychology to design an advantage to sustainable choices and behavior patterns. In other words, we aren’t reducing freedom of choice for your users; instead, we’re making it easier and more attractive to act sustainably.

We will help you through the entire design process – exploring behavior, designing new interfaces, working iteratively to improve the design based on customer insights and evaluating how customer behavior changes.

Based on research by Khaneman and Thaler

Behavior design first began to garner attention when Daniel Khaneman, author of Thinking Fast and Slow, won the Nobel Prize in Economics in 2002, and then again more recently when Richard Thaler won the Nobel Prize in Economics in 2017. Both Khaneman and Thaler’s research is on how people make decisions and why we tend to behave irrationally.

Behavior design starts from research on decision-making, but goes a step further by using insights from the research to design new behaviors.

We love to tell you more

Sara Nero

Sara Nero

073-066 20 36
[email protected]

Erik Hammarström

Erik Hammarström

073-321 07 20
[email protected]

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Our expertise is to find out what people need and what drives them. From these valuable insights we innovate and design services that users easily understand and fall in love with.