Behaviour Informed Design for Development Lab

The Behaviour-Informed Design for Development Lab (BiD4D) explores how human behaviour shapes and is shaped by society, culture, environment, and technology. Recognising that humans are not purely rational, the lab considers emotions, biases, creativity, and context in understanding behaviour. BiD4D positions itself within behavioural design, describing its practitioners as behavioural designers rather than behavioural scientists or economists. It situates behaviour within social, cultural, and technological contexts and translates behavioural insights into tangible design interventions. Its research-driven approach combines scientific theories with real-world contexts to identify causes of problematic behaviours. Through simulation and technology, BiD4D explores future scenarios and behavioural responses. The lab examines existing design practices through a behavioural lens and explores behavioural design across healthcare, climate action, and beyond.