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Mission
Combine behavioural science, contextual understanding and design principles to deploy evidence-based interventions to address societal challenges.
Vision
To create research-based practical tools to understand and shape human behaviours through the design of artefacts to create a better future for humanity.
Values
Our values shape the way we think, collaborate and design. We approach every challenge with an open mind, drawing on real-world insights to design ethical and inclusive solutions.
The Behaviour-Informed Design for Development (BiD4D) Lab 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. We humbly pitch ourselves as behavioral designers and not behavioral scientists or behavioral economists as we situate the behaviors in the social, cultural, and technological context and create tangible interventions to promote positive behaviors. BiD4D adopts a research-driven approach that integrates scientific theories with real-world contexts to identify the underlying causes of problematic behaviours systematically. 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.
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.
At BiD4D Lab, our research spans diverse domains where human behaviour plays a critical role in shaping outcomes. Guided by behavioural design, we investigate complex challenges across sectors and develop context-driven interventions that create meaningful, real-world impact. Explore the domains that define our research and collaborations.
Augmenting Clinical Decision Making
This research domain explores the application of behavioural science and design to improve healthcare technologies by aligning them with clinician's cognitive and behavioural processes. A key focus is the development of an Integrated Behavioral Design Framework for Diagnostic Decision Support, which addresses challenges such as decision complexity, cognitive overload, and diagnostic errors. The aim is to design intuitive, adaptive, and clinician-centred systems that enhance efficiency, reliability, and trust in healthcare environments.
Researchers in this domain:
Cognition & Creativity in Design
This research domain examines the cognitive and creative processes involved in design. It focuses on decision-making, creativity, and the state of flow in design practice. The study analyses how environmental and contextual factors influence designers’ thinking, as well as the evolving relationship between designers, digital tools, and artificial intelligence. The objective is to identify key factors that shape creativity and deepen understanding of cognitive processes in design.
Researchers in this domain:
Designing for the Environment
This research domain aims to understand, model, simulate, and improve human interactions with their environments as environments reciprocally affect humans and the designed artefacts. The environment can be natural, physical, organisational, or societal. We hope that the outcomes of the research will contribute to the domains of policy, human developmental studies and workspace design.
Researchers in this domain:
Tangible Interactions
This area investigates the role of tangible and interactive products in embodying behavioural principles. Drawing inspiration from everyday products such as smart devices, the research explores how physical and digital interactions can emulate social and natural behaviours. The focus is on understanding cognitive and behavioural aspects of interaction design to enable the creation of resilient, adaptive, and meaningful systems.
Researchers in this domain:
Featured
Among the Most-Read Research Articles of All Time
"Understanding Behavioural Design: Barriers and Enablers" has become a key reference for researchers exploring behaviour change and design practice. With 10,000+ views and 30+ citations, the publication continues to inform academic research, teaching, and real-world interventions across disciplines.
Cited in the World Health Organization (WHO) publication Mainstreaming Behavioural Sciences into Institutions Responsible for Public Health: Monitoring Framework and Indicators, contributing to international discussions on behavioural science in public health.
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