Behavioural design has the goal to explicitly and ethically realise positive behaviour,desired by both the individual and society; the object of design is behaviour itself, which is explicitly understood and designed for using behavioural theories and brought into effect by actively changing user psychology 

with the help of artefacts.

The Behaviour-Informed Design for Development Lab (BiD4D) aims to address the negative influences of human behaviour on society, culture, environment, and technology by acknowledging humans not as purely rational agents, but as individuals shaped by emotions, biases, and creativity. BiD4D adopts a research-driven approach that integrates scientific theories with real-world contexts to systematically identify the underlying causes of problematic behaviours. It further employs simulation techniques and technological tools to explore future scenarios and assess the potential success of proposed behavioural interventions, recognising that new behaviours are often emergent and context dependent. The lab engages in both retrospective analysis of existing design practices through a behavioural lens and prospective exploration of behavioural design applications across domains such as healthcare, climate action, and beyond.