The UK’s Behavioural Design Lab

The UK’s Behavioural Design Lab is a new collaboration between Warwick Business School and the Design Council, uniting behavioural science with design-thinking. They help organisations transform a better understanding of people into innovative solutions that improve society.

Our Belief
The biggest issues in society, from obesity to climate change, are due to behavioural and lifestyle factors people embrace on a daily basis.
Most attempts to change behaviour rely on the outdated assumption that people are governed by a rational self-interest. The result is a range of programmes with a firm rationale but minimal impact.
We believe the best way to solve these issues is to not only research how and why people actually make decisions, but use the design of products, services and places to help us all make better decisions.

Our Approach
Innovation requires two things. The ability to generate creative ideas and a way of testing them.
Our approach uses design-thinking and behavioural insights to reframe problems as an opportunity for enterprise, providing a platform for creative ideas.
We then use our network to bring teams together to tackle the briefs, supporting them through development. As ideas become real, they are tested and refined using experiments.