What is behavioural design?

Behavioural design is the application of insights from the field of behavioural science to business and social challenges.

It is a unique blend of design thinking, action-oriented outcomes, behavioural insights, and impact evaluation. Behavioural design is quickly becoming the gold standard approach for designing impactful behaviour change solutions and has been adopted by governments, social-impact organisations and companies around the world.


Who should be using behavioural design?

If you are a looking to instigate behavioural change for good, then our end-to-end behavioural design product is for you.

Its methodology has been widely used across social, political, and economic spheres from companies that help clients make better financial decisions through to government officials who work to motivate people to exercise. While the application of behavioural design is expanding, it is currently well-suited to practitioners, designers, growth strategists, digital marketers, and people operations teams.


What is the process?

The challenges, insights, and interventions faced by behaviour-focused practitioners are extremely diverse. That said, the golden thread lies in the application of a systematic process that focuses on defining the behavioural challenges, diagnosing the root causes of behaviour, designing tactics, and then testing these tactics in the field. For a more detailed understanding of this process, you are welcome to sign up for our five-part email series on the subject or it here.


What value does Behavioural Design provide?

If you're tired of hunches and assumptions then you're sure to find the value in behavioural design. Its focus on objectively measuring behaviour change means that the outcomes are clear and comparable. These outcomes can then be used for the conceptualisation of practical tactics or innovations.


What is Gravity's edge?

You may have noticed that industries have started to take an interest in behavioural science methodology and now you're looking to do the same. With a host of successful case studies and awards, Gravity is not only a leader in this space but, owing to our keen understanding of financial and technological business challenges, we are able to adapt and refine our behavioural design approach to suit the needs of your team.

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What are the outputs?

Typically, we split our behavioural design projects into two stages.

In the first stage, we define the behavioural challenge and set detailed objectives. We then conduct user research and compile a literature analysis to diagnose both the drivers of current behaviour and the barriers of desired behaviour. This diagnosis is then used as a foundation to build, prioritise, and refine a set of tactics. These tactics, coupled with their behavioural and psychological underpinnings, form the outputs of the first stage.

In the second stage, we zoom in on specific tactics or interventions by building prototypes and running qualitative user tests. Subsequent to this, the successful tactics are then implemented in field experiments that assess their impact on actual users. The output of every field experiment is a written report which provides detailed recommendations on the scalability of a specific intervention.


What have we done in the past?