Behaviour Change in Service Design

Human behaviour flows from three main sources: desire, emotion, and knowledge.      – Plato

But it can also be influenced by other factors such as culture, attitudes, emotions, values, ethics, instinct and even reflex. Behaviour in general is considered as basic human nature/ human actions.

Ten years ago was little to no mention about behaviour change but now it’s a rapidly growing field and an active area of research but why is is that? We don’t always do what’s best for ourselves, thanks to cognitive biases and errors that make us deviate from rational self-interest. The premise of Nudge is that subtly offsetting or exploiting these biases can help people to make better choices (New Scientist | 22 June 2013 | Editorial page 3). Translated in simple English this means that behaviour change starts small with a subtle nudge that will push us towards convenient choices regardless of what we really want;  but if the nudging fails to be discrete and we are aware that our behaviour is influenced by something/ others we  tent to think that we are being manipulated. Continue reading


Why Work with a Service Designer?

About Design: ”Design is what links creativity and innovation. It shapes ideas to become practical and attractive propositions for users or customers. Design may be described as creativity deployed to a specific end.”  —The Cox Review
whatIf you don’t know what a Service Designer is and what it does it might sound like it’s something complicated, difficult and costly but it is simpler than that: a Service Designer is rooted in strategy, people and needs, nourished by holistic thinking and creativity in order to deliver high quality solutions for both clients and users. This individual uses Service Design methods and tools to re-design or improve an existing product or service to make it usable, easy and desirable, in order to work better for users or he can develop an entirely new service or product.
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Public Transport in Edinburgh

Edinburgh has two main types of public transportation: train, bus and in the near future the tram line will be opened.                                                                                                                                     The bus service providers are the most active and requested public transport in the city and the most frequent types for journey are to work, school/ university, shopping and leisure activities.

Particularly short distances are walked, longer distances are traveled by bike but more than half of the journeys are done by car or public transport. More detailed and related data can be found following this link.

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Mastering the Masters

When starting a project in general is important to create a framework for it and in my case the Master’s project will be a process of research, collaboration, co-creation and many reviews for the final outcome.

The first step for having an efficient framework and to keep everything well organised is to start from the understanding of the brief further on break it down into the questions that needs to be answered, learn about the client: MMM and his users in this case the young professionals, learn how public transportation works in Edinburgh and other cities.

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Choosing the Masters Project

Starting a Master’s Programme without a final project in mind can be very stressful but because of choosing to follow the Design for Services Master’s Programme  at Duncan of Jordanstone College of Art and Design I’ve got the opportunity to discover step by step which is my main interest through the insightful modules.

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