It’s a framework for intentionally and systematically changing human behavior through persuasive modifications of the physical and digital environment.
It describes and predicts how and why people behave the way they do. It’s also a set of practices for changing those behaviors.
Design and thinking tools are deliberately used to achieve specific behavioral outcomes.
Methods and ideas come from observations and experiments in psychology, neuroscience, and behavioral economics.They explain how to achieve certain predictable behavior changes.
It is all about behavior change. Tools are used to increase or decrease behavior frequency, make people start or stop doing something, doing it once or often.
It uses insights about how the brain operates as strategies for persuading people to change their behaviors.
When you use your smartphone app, the environment is your app’s user interface. Behavioral Design proposes tools for strategically modifying how these environments look and feel and how they respond to our behavior.