Matt Wallaert advocates for evidence-based design at Pune Design Fest 24
Matt Wallaert, behavioural scientist and founder of BeSci.org delivered the opening keynote at Pune Design Fest 2024, held at Grand Hyatt Regency from 1-2 March 2024. In his keynote, Wallaert emphasised the crucial role of behaviour change in shaping outcomes and bending the curve towards a more desirable future.
01 Mar 2024 | 2604 Views | By Charmiane Alexander
Wallaert stressed the importance of articulating the change needed to make a meaningful difference in the world. He highlighted the necessity of specificity in design, considering factors such as shape, texture, feel, color, and supply.
He underscored the essence of design in bridging the gap between one's envisioned world and the reality one inhabits, advocating for a realm of evidence-based decision-making.
Before embarking on the design process, he stressed the importance of gathering evidence, running experiments, and conducting evaluations to inform decision-making.
"In the design world, it's essential to understand the roles and responsibilities of each individual involved, as well as to have a clear vision of the desired outcome." This vision is enriched by understanding the backstory—the context and motivation that shape the project.
Wallaert posed a crucial question to the delegates: "How does one transition from prediction to action?" The answer, he proposed, lies in embodying key principles: maintaining unbiased perspectives, embracing failure, staying alert, and serving as the conscience of the world.
He highlighted the need to step out of comfort zones in the pursuit of positive transformation through design.
"Embracing a willingness to comprehend others' perspectives and engage with their problem-solving language is paramount, even if it presents challenges," said Wallaert, Viewing these challenges as opportunities for design innovation is important.
Decoding behaviour change: Wallaert's insights
In a workshop focused on a systematic approach to behaviour change, Wallaert reiterated that science serves as a method, while behaviour represents the outcome.
He discussed the three models within a company: business, behavioural, and operational, stressing the importance of creating interventions that alter pressures and make desired behaviours more likely.
Wallaert highlighted the significance of data analysis and in-person observation in evaluating the effectiveness of interventions.
He outlined three key considerations: Whether the intervention changed the pressure, whether behaviour changed, and whether the change was sufficient.
Additionally, he discussed the perception of expense versus the actual price, highlighting that perception often drives consumer behaviour.