Behaviour design

Our behaviour design team works with you to understand your users and leverage behavioural science to shape the user experience. Behaviour design facilitates the translation of user research, behavioural science models and cognitive science principles into features and interfaces that are customised for your user needs.

Identifying key behaviours

Our user insights specialists and UX designers collaborate to conduct research to identify key user behaviours, exploring the psychological and cognitive nuances relevant to their condition, needs and expectations. This can include desk as well as primary research, to map out user journeys and dig deeper into the underlying influences of their decisions, behaviours and any ‘pain-points’ that need to be addressed. All of this research is vital for ensuring behaviour centred design.

Smartphone screens showing medical app

Exploring and prioritising behaviours

Once our behavioural design experts have thoroughly understood your users’ journeys and identified key behaviours, we analyse the contributing promoters and barriers by applying behavioural science models, such as the COM-B model of behaviour. This allows us to prioritise behaviours that need to be addressed in the UX design and establish opportunities for interventions with the greatest impact on user outcomes.

Smartphone screens showing medical app

Tailored behavioural interventions

Having prioritised key user behaviours, our design team maps these to leading behavioural design techniques. These techniques provide an evidence and theory-based framework to guide your concept generation and UX/UI design, without imposing any constraints on creativity. Once concepts are generated, it’s essential that the design process is continuously evaluated against the techniques identified, to ensure they are tangibly translated into the user experience.

Smartphone showing medical app

Applied behavioural science principles

Behaviour design goes beyond concept generation – it is also embedded in design choices that make up UX/UI design and user journeys. For example, language, colour selection, presentation order, information design, calls to action, iconography and many other elements play a role in shaping user interactions, attitudes and decisions. Our team regularly evaluate these elements, in addition to higher-level concepts and features, against core behavioural science principles.

Diagram showing research, behaviour design and design

From research to iterative design

An optimal behaviour design process requires research and design activities to constantly feed into each other. Research should guide ideation and design decisions, and designs need to be regularly tested and iterated. We implement rapid testing methods to ensure regular input from your end users and experts, helping to validate your designs and account for individual differences in user behaviours.

Diagram showing research, behaviour design and design

User testing

Selected behavioural interventions can be isolated and tested with your users, to assess the perceived value of the intervention and its impact on desired outcomes. This input is critical for developing UX design that is informed by behavioural science but is also personalised and inclusive.

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