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Presented at Impact: 2018 Canadian Service Design Conference, November 29 & 30, 2018 (Montreal, Quebec)
What people say, what people do and what people say they do are three different things. Behavioural Economics (or B.E.) is the scientific study of psychological, emotional and cognitive factors on economic decisions, the belief that human beings are not entirely rational in their decision making. B.E. provides service designers with a new way of measuring the impact of our designs, prototypes and ideas by expanding our understanding of the problem through a deep exploration of behavioural barriers, as well as providing us with new ways of measuring the impact of our prototypes through a rigorous testing methodology.