Design for Behaviour and Impact bridges the gap between behavioural science and design, equipping students with the tools to create meaningful experiences. It explored how people think, make decisions, and act in different contexts, uncovering motivations behind behaviour to design environments that foster positive change.
The course introduced key frameworks from behavioural science and behaviour change, laying the foundation for purposeful design. Students then applied these principles to a real-world challenge, following the behavioural design process in a practical context.
By the end, students gained an understanding of how behavioural insights shape design and how to apply these principles to influence and drive desired behaviours effectively.
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.
