Last week, I had the opportunity to attend the Behavioural Science Summit hosted by BeWay Consulting Global in Madrid. Over two days, thought leaders and innovators from around the world came together to share insights about the intersection of behavioural science, economics, and design. As someone deeply rooted in service design, this summit not only expanded my understanding but also illuminated how behavioural science can enhance my practice.

In this article, I’ll walk you through some of the most thought-provoking ideas I encountered and how they relate to the work we do as designers.

Day 1: Foundations and Transformative Concepts

The first day kicked off with Linnea Gandhi’s talk, “Which Nudge Works?” Her reminder that “we cannot know what we know if we can’t systematically learn from past research” struck a chord with me. Design thrives on iteration, and her emphasis on clear documentation as a foundation for success was a powerful takeaway. It’s a simple yet often overlooked truth in both behavioural science and design.

A panel discussion on behavioural consultants introduced the concept of Key Behavioural Indicators (KBI). Unlike traditional metrics, KBIs measure behaviour directly, offering deeper, evidence-based insights. The discussion also emphasized the proactive nature of behavioural consulting — seeking to prevent problems before they arise rather than reacting to them later.

During a later panel on organizational innovation, I was introduced to Behavioural Design Organizations (BDO) — companies that integrate behavioural science into their DNA. This idea planted a seed for how design teams could evolve by leveraging the same principles.

One of the most memorable quotes of the day came from a panel on the future of behavioural science: “The next revolution is not technological but psychological.” This resonated with me deeply, as it bridges behavioural economics and the human side of business. Gonzalo Camiña described behavioural economics as “Agile on steroids using the scientific method,” highlighting how it’s designed for constant experimentation, much like iterative design processes.

Learning from Cass Sunstein: Nudge, Sludge, and Ethics

The highlight of Day 1 was an interview with Cass Sunstein, co-author of Nudge. He introduced concepts like the Sludge Audit, which, in design terms, is akin to mapping out customer pain points. His FEAST framework — Fun, Easy, Accessible, Social, Timely — provides a practical way to apply behavioural economics principles, much like we use heuristics in UX design.

What stood out most was his emphasis on ethics in nudging. He urged practitioners to align nudges with company values, respect individual agency, and ensure mutual benefit for businesses and their customers. This aligns perfectly with service design’s ethos of creating value for all stakeholders involved.

Day 2: Applying Behavioural Science Across Contexts

Day 2 delved into how behavioural science is applied in various organisations. Panels explored its history in Spain, its adoption in Latin America, and its integration into EMEA companies. The discussions made me think about the systemic impact of behavioural science — how it can transform not just products but entire organisations.

A particularly compelling session was on building Behaviourally Driven Organizations. The process of integrating behavioural economics into an organization mirrored the steps of a design project: analysis, hypothesis, and validation. The systemic nature of this approach, coupled with its ability to go “viral” within teams, was a fascinating insight.

Connecting the Dots: Behavioural Science and Service Design

Throughout the summit, I found myself repeatedly drawing parallels between behavioural science and service design. Both disciplines aim to understand people — whether it’s their behaviour or their needs — and craft solutions that address these insights.

The session by Suzanne and Stephen Shu drove this connection home. Suzanne highlighted how nudges are transitioning from broad applications to more personalized contexts, aligning perfectly with service design’s focus on tailored user experiences. Stephen’s introduction of frameworks like Behavioural Audits and Choice Architecture felt directly applicable to how we structure user interfaces and service touchpoints.

His discussion on blending information, choice, and thinking architecture to create gamified, personalized digital nudges showed me how these principles can elevate the design of digital products.

Final Reflections: Learning from Richard Thaler and Beyond

The summit concluded with an interview with Richard Thaler, Nobel Prize winner and co-author of Nudge. Thaler posed a provocative question: Why isn’t there a scientific approach to hiring? His suggestion to apply behavioural economics to HR processes — using challenge-based interviews and valuing hands-on experience — was a fresh perspective.

Finally, Ángel Longueira’s reflections tied everything together. His call for companies to become Behaviourally Driven Organizations and for employees to train in behavioural sciences felt like a call to action.

What This Means for Me as a Designer

The Behavioural Science Summit was a revelation. It clarified how behavioural science and service design can complement one another. Service design is about identifying user needs and pain points, while behavioural science delves deeper into why people behave the way they do. Together, they create a powerful combination for designing impactful, human-centred solutions.

Moving forward, I see immense potential in integrating behavioural science into my skillset. Whether through formal education, certifications, or self-directed research, this will be a goal for me in 2025. It’s exciting to imagine how this knowledge could help me design better products and services that influence behaviour in ways that are ethical, sustainable, and mutually beneficial.

The summit left me with one key insight: we’re all still learning. As designers, the more we understand behaviour, the better we can design for it.

What are your thoughts on the intersection of behavioural science and design? I’d love to hear how others explore these fields in their work. Let’s keep the conversation going!

Please send me an email at hola@kalebcardenas.mx if you know of any good Behavioural Economics courses out there.