This course will review fundamental principles in the emerging field of Behavioral Economics and explore how we can use this understanding to create better and more appealing designs.

Any new product, service, or interaction is asking people to make a choice to do something differently than what they are currently doing. While the reason for making these changes can be crystal clear to us – the designers – often these great ideas don’t get adopted. Behavioral Economics (and cognitive psychology) have broadened our understanding of how people perceive and make choices, which is critical in today‚Äôs highly competitive marketplaces.

Learning Objectives

  • Expose students to the fundamental principles of Behavioral Economics and Cognitive Psychology.
  • Develop points of view on how these principles can be folded into typical design challenges.


Learning Outcomes

  • Familiarity with theories from Behavioral Economics and their relevance to design work
  • Hands-on experience with applying these theories to small projects
  • Ability to articulate how the field of Behavioral Economics can inform design problems and solutions