Understanding behavioural design: integrating process and cognitive perspectives

Pramod Ratnakar Khadilkar, Philip Cash

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Behavioural design is a crucial research area due to its potential in leveraging the positive outcomes of traditional design. Current need for theory building requires discerning the unique characteristics and challenges of behavioural design. To contribute towards this goal, the paper structures the conceptual and operational uniqueness of the behavioural design using the process and cognitive perspective. Process model uses the basic design cycle to discern the tasks and stages of behavioural design. Cognitive perspective uses dual process theory and cognitive strategies used by designers. Integrated model of process and cognitive perspective is the crucial contribution of this paper. A case study involving interview of lead designers from five behavioural design consultancies has been used to present and elaborate the usefulness of the integrated model of behavioural design. Integrated perspective links the process characters like incomplete analysis, simulation and evaluation stages, over reliance on the prescriptive methods, and unequal emphasis to multiple disciplines, with incomplete analytical process, and solution and knowledge driven strategy along cognitive perspective.
Original languageEnglish
Title of host publicationProceedings of the 22nd International Conference on Engineering Design (ICED19)
Number of pages10
PublisherCambridge University Press
Publication date2019
Publication statusPublished - 2019
Event22nd International Conference on Engineering Design (ICED19) - Delft, Netherlands
Duration: 5 Aug 20198 Aug 2019


Conference22nd International Conference on Engineering Design (ICED19)
SeriesProceedings of the International Conference on Engineering Design

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