Designing for behavioural and institutional changes

Masanao Takeyama
Keio University

Kahoru Tsukui
Keio University

Hiroshi Yamaguchi
Dai Nippon Printing Co., Ltd.

Akihiro Sasaki
Dai Nippon Printing Co., Ltd.

Satoshi Miyashita
Dai Nippon Printing Co., Ltd.

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Ingår i: ServDes.2020 Tensions, Paradoxes and Plurality Conference Proceedings, 2-5th February 2021, Melbourne, Australia

Linköping Electronic Conference Proceedings 173:33, s. 341-354

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Publicerad: 2020-12-22

ISBN: 978-91-7929-779-4

ISSN: 1650-3686 (tryckt), 1650-3740 (online)


Although the popularizing approach of behaviour design and the recently- introduced perspective of service ecosystem design (Vink et al., 2017; Vink, 2019) differ significantly in their purpose, focus, and theoretical backgrounds, these differences actually indicate an opportunity to integrate the two, to complement each other and facilitate behaviour and institutional changes simultaneously. To clarify the benefits and demonstrate the procedure of such an integration, this paper introduces a pilot study to implement the integrative design approach for a corporate project which aims at applying design thinking to their sales activities. The results show that the proposed approach helps designers and stakeholders to understand entangled relations between behaviour of employees and organizational social structures and also to uncover wider opportunities and more impactful strategies for change.


behaviour design, behaviour change, service ecosystem design, institutional change


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