Behavioural Design: Designing for Habit Change
In this lecture, we’ll explore how behavioural science can shape the design of products and services that inspire positive change. From encouraging sustainable habits to supporting those looking to quit smoking, behavioural design offers a framework for driving change in a persuasive yet non-coercive way.
By blending psychology, design, and technology, we can create physical and digital environments that make better choices easier while respecting an individual's autonomy. This systemic, human-centered approach considers people, context, and ecosystems, transforming intentions into concrete actions.
About Roberta
Roberta Capellini is a behavioural scientist and design researcher with a background in psychology, holding a PhD in Social and Cognitive Psychology from the University of Milan-Bicocca. Her academic work focused on social attention, User Experience (UX), and digital behavioral change interventions.
At Avanade, a joint venture of Accenture and Microsoft, she led Behavioural Design, User Research, and Service Design practices across sectors such as finance, healthcare, and utilities.
Currently, Roberta is the Service Design and User Research Lead at UniCredit’s Customer Experience Design, the in-house design studio, and a lecturer at NABA. In her role, she combines quantitative and qualitative research with science-based insights to design services that support desired cognitive, emotional, and physical experiences.
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When: Tuesday, January 14th, 2025 - 6-7:30pm
Where: CIID, Via Astino, 16, 24129 Bergamo BG, Italy (map)
Tickets are free.
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The event is in-person and the talk will be in English. It will not be streamed or recorded.
Parking: Available in via Astino 650 mt before the Monastery. 10 min walk away.
