behavioral change e sostenibilità ambientale innovazione ... · alessandro deserti, stefano maffei...
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Design for behavior change: dagli strumenti alle policies
Alessandro Deserti, Stefano Maffei Politecnico di Milano – Dipartimento di design
Behavioral change e sostenibilità ambientale Innovazione, strumenti, tecnologie
Milano. 16 maggio 2018
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Design offers a well-established set of processes and tools to sustain behavior change.
Design and/for behavior change
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Behavior change calls for going beyond the established User Centred Design practice, in situations in which multiple actors and stakeholders operate in a frame of tensions and sometimes open conflicts.
From UCD to complex participatory design
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Prototypes can be a way of aligning actors and building capacity.
Prototypes can help citizens, businesses, public bodies and policy makers cooperate and co-create innovative solutions.
Prototypes as means for transformation
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The real implementation of new solutions calls for organisational transformation.
Organisational contexts are not only ex-ante entities, but also living environments that can be transformed during the co-design processes.
Not only citizens: change organisations
WhatWe do
Values
Culture
Shook’s model:change behavior to change culture
Shein’s model:change assumptions to change behavior
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Bridge the gap between top-down and bottom-up
MICROSCALE
MACROSCALE
TOWARDSSTRATEGIC
PARTICIPATORYDESIGN
TOWARDSPARTICIPATEDCHANGEMANAGEMENT
OperativePlayground
MICROSCALE
MACROSCALE
StrategicPlayground
towardsstrategicco-creationprocesses
towardsimplementable
policies
InteractivePlayground
reflectiveadjustmentand adoption
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Mission-Oriented Research & Innovation in the European Union Mariana Mazzucato, 2018
Connect with the bigger picture