design –> behavior

Robert Fabricant, Vice President of Frog Design discusses how designers can influence behavior, in part, by moving beyond User-Centered Design (UCD). “Using the UCD approach, designers are one step removed from the action. We influence behavior and social practice from a distance through the products and services that we create based on our research and understanding of behavior. We place users at the center and develop products and services to support them. With UCD, designers are encouraged not to impose their own values on the experience.” Fabricant goes on to question the limitations of UCD given pressing concerns related to issues like sustainability and social change. Designers looking to change their limited or otherwise detached roles are looking to new design practices and approaches. The three gaining the most attention are what Fabricant calls, persuasion designcatalyst design, and performance design. If you’re interested, you can read more over at Change Observer

The designer can drive social change by embodying it — by performing.”

– Cypher 13 [Joyengine]


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