Understanding behavioural design: integrating process and cognitive perspectives

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.