Design for the Brain Summary

❓How Might We

How might we help designers understand and apply principles of behavioural economics?

🧰 Solution

This deck was designed to break down complex theoretical and empirical research on psychology, cognitive neuroscience and economics to make information about why people behave the way they do more accessible.

Design for the Brain Behind The Scenes

Process

For this project I put my product designer hat back on and did all things creative direction, research, copywriting, UX design, user testing and production.

Research → The project started with desktop research, building a list of over 100 behavioural economics principles which we then prioritised based on the strength of evidence: replicability and study power.

UX design→I structured the top principles into three different frameworks to test on potential users. The chosen framework organised principles into three stages to guide users: Make it Catchy, Easy & Sticky.

Visual design→From there it was onto a creative briefing with the designer. We tested two different visual designs, one which featured a fictional brain character called ‘Quizzle’ and one which took an abstract route, which became the chosen design. Whilst Quizzle was a fun lil’ brain it didn’t suit the tone of the labs.

Production →Once the design was chosen, it was onto writing, testing and production with a local printer.

Collab credits

Luke Szalla Visual Designer