Understanding behavioural design: barriers and enablers

Pramod Ratnakar Khadilkar*, Philip Cash

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

15 Citations (Scopus)


Behavioural design has emerged as an important domain of design research and practice. However, there is a need to better distinguish behavioural design and subsequently map its unique features and challenges. In answer to this need, this work examines the evolving role of behaviour in design and contrasts this with eleven in-depth behavioural design cases. This has resulted in our identification of behavioural design as a new paradigm of design, with a number of unique characteristics. Based on this, we propose a model of behavioural design. Furthermore, we identify three critical barriers to behavioural design in practice, and suggest ten mitigating enablers. Together these findings provide implications for further development of theory, practice, and education in behavioural design.

Original languageEnglish
Pages (from-to)508-529
Number of pages22
JournalJournal of Engineering Design
Issue number10
Early online date27 Oct 2020
Publication statusPublished - Oct 2020
Externally publishedYes


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