In our work supporting client innovation, we have seen great ideas fall flat because the design and implementation failed to address user reactions to the solution and, more importantly, how the solution would fit into their daily lives. From technology startups to government departments, the importance of understanding human behavior is paramount to creating a solution that people actually want and will reliably use.
Some companies have gotten increasingly good at determining what makes people change their behavior. Research around human decision-making has enabled them to produce products and services with real and sustained value for the end-user, encouraging positive behaviors such as eating healthier or reading more. Conversely, this research can be used to convince consumers to buy products or services that encourage negative behaviors, such as fast-food consumption or prolonged social media use.
This research is called behavioral science. Properly defined, it refers to the study of human behavior through the use of “systematic experimentation and observation” (Chicago Booth).
This series is going to explore behavioral science as it pertains to innovative technology and strategy. As an impact agency, we are always looking for examples of innovative ways to approach a problem. Innovation, in the OSB definition, is actionable progress. Here at OSB, we stress the importance of finding the smallest, most viable element of a possible solution and testing it, iterating on that opportunity until we have something worthwhile.
At OSB, we never claim to be subject matter experts, and we refer to behavioral scientists and researchers for the principles that inform our work. Throughout the series, we want to emphasize how anyone can draw from the insights of behavioral science and apply them to their own projects.
Understanding human decision-making allows us to maximize the positive impact and value of a project. Under the umbrella of behavioral science exists behavioral psychology, economics, and design. In our series, we will be focusing on behavioral economics and behavioral design, the pillars that most impact our work. Their definitions are listed below.
Behavioral economics: the study of choices and how people make them in a world with limited resources, or scarcity (SUE Behavioral Design).
Behavioral design: “the systematic understanding of how people think and how they make decisions. This understanding forms the basis of designing interventions that lead to behavioral change” (SUE Behavioral Design).
Throughout the series, we will provide case studies and examples that bridge the gap between behavioral science and innovation, focusing on how economics and design are pivotal to innovative thinking.
We are excited to cover a range of topics that help push the conversation about the complexity of human behavior. If at any point in the series you have any questions, feel free to send us an email at hello@orangesparkleball.com
Writing By:
Nia-Simone Eccleston, Design Strategist Apprentice
Nia-Simone Eccleston is a 2022 graduate of the Georgia Tech Industrial Design program, BSc. She has many years of experience in journalistic writing and has contributed as a design researcher for various social impact projects.
Odiraa Okala, Public Health Innovation Analyst
Odiraa is a Master of Public Health Candidate at Saint Louis University in Missouri. He has a concentration in Behavioral Science and Health Education and has extensive experience in public policy and human-centered design thinking.
