Behavior-Centered Design for the Environment Training 2020

Given the rapid spread of COVID-19, we have postponed our April training to May 20 & 21, with a fall offering in October 1 & 2.

Behavior-Centered Design for the Environment Training, April 2020

Environmental and conservation organizations have deep expertise in the natural sciences. But if human behavior is the biggest threat to the environment, we need a better understanding of what motivates people. Join us for an interactive behavior-centered design training, and gain tools and techniques for moving people toward more sustainable behaviors.

About the training

Led by trainers from the Center for Behavior & the Environment, we’ll explore the steps of behavior-centered design, including framing an environmental challenge, gaining empathy with your target audience, connecting research data to behavioral insights, ideation and prototyping, and measuring the success of your behavioral intervention. You will gain a basic understanding of the principles of behavioral science with which we design environmental solutions: Emotions are often more powerful than reason; people are social animals; and context matters. We then begin to apply the tools of behavior-centered design to a specific case study as a team. This is a highly interactive workshop geared toward building expertise in behavioral science concepts and principles and spending meaningful time practicing and applying the insights to your own work. You will leave with an understanding of the behavior-centered design approach and ideas for applying it to your own work.



Sample Training Agenda

  • Morning

    • Introduction
    • Behavior-Centered Design overview
    • Framing the challenge
    • Levers of behavior change
    • Understanding motivations & challenges



    • Analyzing motivations and challenges
    • Connecting data to insights
    • Behavioral strategies
    • Ideating solutions with behavioral insights
    • Designing prototypes
    • Testing and refining solutions
  • Morning

    • Review and reflections
    • Message strategy development
    • Marketing mix and slogan creation
    • Refining prototypes and pitches
    • Pitch competition



    • Identifying your target behavior and audience
    • Applying a behavior-centered design framework to your own conservation challenge
    • Putting it all together
    • Evaluation and close