The Master’s Degree in Behavioral Design at ICO Valley Academy

The first Master in Behavioral Design it’s about to start, established by ICO Valley Academy in collaboration with the Scuola di Master e Formazione Permanente of Politecnico di Torino, the Università di Torino, the Torino Wireless Foundation, Confindustria Canavese and with the contribution of Intesa Sanpaolo.

Design and behaviors to generate sustainability - The master

The Master - to be held in Ivrea at the ICO Valley headquarters - is part of a broader initiative that proposes the Canavese area as a driving force for digital innovation and advanced training programs. The course arises from the awareness that design can facilitate the idea and development of design and production processes from which services and objects take shape that require the adoption of virtuous and sustainable behaviors.

Educational structure, faculty and professional figure

The Master offers an articulated and multidisciplinary training course that deals with the strategic and planning aspects of Design, including the humanistic vision in the technical approach.
It lasts one year with full-time commitment. The didactic structure foresees about 1,500 hours of which 400 between lectures and design workshops, 500 of internship and 600 hours of self-study. The contents explore specific aspects of different disciplines including: management, design, computer science, psychology, sociology, economics, communication sciences, systemic thinking, ethics.
The faculty is made up of professors from the Politecnico di Torino, the Università di Torino and business experts who will ensure the multidisciplinary of the course through the lectures, workshops and testimonials.
The trained Behavioral Designers will be professionals capable of designing processes, services and objects - digital and non-digital - that can influence the behavior and approaches of those who use them, making them more sustainable and with reduced environmental and social impacts.

The partnership Intesa Sanpaolo – Politecnico di Torino

The partners, united by the commitment to be an engine of growth for the territory and its young people, have decided to create synergy to achieve two objectives:

  • - the creation of new skills to foster employability and social inclusion by focusing on the development of digital skills and give further vigor to the automotive and aerospace sectors which, with the help of new trained professionals, will be able to explore and apply digital technologies;
  • - the ability to create networks between companies and academia to explore and develop new User Experience Design methods that facilitate the interaction between people and digital tools in the increasingly technological management of everyday life.

In the belief that digital technology must be accessible and easy to use in order not to be a source of further social and economic inequalities, Intesa Sanpaolo considers it a priority to train professionals capable of designing highly functional and reliable digital products and services from a technical point of view and at the same time easy to use for users.

The Behavioral Design

What is it about?

Behavioral Design integrates various humanities and techniques ranging from psychology to economics. Using creativity and a mix of psychology, neuroscience and design, Behavioral Design analyzes how people - seen as targets in a specific context - think, make decisions and behave, to elaborate transformative ideas capable of stimulating more virtuous behaviors that can help them in achieving goals.
The behaviors proposed are generated and supported by technological innovations that trigger a strong transformative impact and help people to be more aware of their choices and to adopt new styles and new approaches.

How does it orientate behaviors?

To design new experiences, Behavioral designers need to have an in-depth knowledge of people and the motivations that push them to act at the right time. To obtain this information, we use interviews, tests and usability assessments carried out on the target, from the different outputs obtained the researchers and the Behavioral designers then draw the three elements considered key for the design:

  • motivation - indicates the average rate of motivation of people and allows you to design solutions that encourage the desired behavior;
  • skills – time, money, physical or mental effort, and routines that impact skills in a different way in relation to the individual and the context in which he lives;
  • triggers - the cues that prompt people to perform the behavior.

By bringing these elements together, Behavioral Designers develop user-centered design solutions supported by the most advanced digital technology.

The impacts of Behavioral Design on sustainability

Behavioral Design
is an important area of research and practice, essential for addressing social challenges and achieving behavior change through ad hoc designed interventions.
Sustainability, in its broadest sense, includes environmental, social and economic aspects.
Behavioral Design has a deep link with sustainability and can have a great impact on it when applied to soft areas such as mobility, health, food, training, where rethinking the design and construction of products and services generates effective and low impact environmental solutions.

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