Behavioural Design Lab

It is becoming clear that technical approaches alone are often insufficient to sustain behaviour change, and instead we’re seeing attempts to influence users’ behaviour through interventions designed into a product (e.g. feedback on energy consumption), the use of persuasive design (Fogg & Eckles, 2007) or through the use of nudges that tap into often unconscious drivers of behaviour (Van Rooy et al., 2003; Thaler & Sunstein, 2009). We can help groups of citizens, communities and organisations, including partners from the “social economy” (e.g cooperative, not-for-profit), design behaviour change initiatives from the bottom-up, e.g through participatory, codesign approaches.

Using short, intense research sprints, combined with rapid evidence and practice reviews, we can help clients (organisations, government agencies) understand common and complex social, environmental and organisational problems by examining them through a behavioural lens. Our co-design approach means we maximise opportunities for knowledge co-creation, and the translation of research evidence into practical insights.

Organizations and government agencies often find themselves in a situation where time and budget constraints do not allow for extensive research projects and systematic reviews. We  provide a fast, cost-effective and reliable route to defining a problem space and identifying an initial set of answers through intense research sprints during which insights from field work and existing evidence are efficiently synthesised within a short timeframe.

We provide workshops on data skills for professionals in government and industry. Tailored to the audience, it will allow participants to either get a broad introduction to behavioural insights and behavioural science, or to develop a deep understanding of quantitative and qualitative methods.

Attend & learn how to

• Recognise different research designs & the different ways to collect data
• Understand how different designs produce different types of evidence
• Determine the quality of evidence
• Understand how a Theory of Change can be used to develop evidence-based policies
• Determine what types of data can be used to evaluate policies
• Distinguish between contribution versus attribution analysis

Leveraging our expertise in AI and human-machine collaboration, we provide specialized services aimed at integrating AI into governance and defense sectors. Our research focuses on enhancing decision-making processes, transparency, and trust in AI systems.

• AI-Enhanced Governance: We assist government agencies in incorporating AI into public administration to improve efficiency, transparency, and citizen participation. Our approach includes developing frameworks that balance machine capabilities with human insight, ensuring ethical AI deployment and minimizing risks associated with biases and job displacement.
• Defense Applications: We work with defense organizations to enhance human-machine collaboration in critical operations. Our projects include developing explainable AI systems for autonomous navigation, improving situational awareness, and designing advanced human-machine interfaces. These applications aim to ensure robust and transparent decision-making in high-stakes environments.

Through tailored workshops, intense research sprints, and co-design approaches, we help clients understand and implement AI technologies effectively. Our services provide actionable insights and practical solutions to navigate the complexities of AI integration in governance and defense, fostering innovation and ethical practices in these vital sectors.

Abstract:  In autonomous systems, human interaction is key. While machines handle uncertain scenarios, they often lack in ethical considerations. AI systems, being "black boxes," make decisions that are not transparent. This lack of transparency can challenge human operators, especially in risky situations, leading to monitoring difficulties and ethical issues. Human biases can also impact this interaction, resulting in overconfidence or dismissal of AI recommendations, thus breaking down trust in the system. Addressing this, the Adaptive Human Operator Interaction with Autonomous Systems (AHOI) consortium aims to understand how explainability and trust in AI shape each other. This team of diverse researchers focuses on trust in the context of maritime autonomous navigation. The research includes: 1. Developing a robust autonomous navigation system for dynamic maritime environments, using advanced machine learning for unknown settings. 2. Studying how explainable AI (XAI) affects operators' trust and decision-making, enhancing understanding of AI decisions for operators with varying expertise. 3. Investigating the interplay between human biases and transparency in human-machine interaction, identifying optimal collaboration points. 4. Designing an advanced human-machine interface (HMI) that offers insights into AI decision processes, tailored to user experience levels. 5. Using XAI and visualization software to create a dynamic, interactive HMI that adapts explanations based on user feedback, fostering continuous learning. This comprehensive approach aims for a system that is both robust and transparent, facilitating efficient human-machine collaboration in maritime navigation. Though focused on maritime navigation, the findings have broader applications in defense, like mine hunting, surveillance, UAV, and UGV operations. In AHOI, iMec will research AI and XAI, UA and AMA will study human operator biases, and MAHI will focus on autonomous vessels' situational awareness and HMI design.

Researcher(s): Van Rooy, Dirk. Jirak, Doreen. Maes, Pieter. Oramas Mogrovejo, José Antonio; Anwar, Ali; Belderbos, Andreas.

Promotor: Van Rooy, Dirk

Period: 01/12/2023 - 31/03/2027

Abstract: Using mix method research, this project aims to develop a systems-view of behaviour change within two key CE domains (clothing consumption and food waste) to identify a set of key factors with the most potential leverage for pro-circular behaviour change. Informed by behavioural scientific literature, hypotheses around this set of factors will be tested using survey experiments. There are 3 key outcomes for this research: (i) a fundamental understanding of key leverage points within two key CE domains, clothing consumption and food waste; (ii) a conceptual framework to guide the development of behavioural interventions to promote pro-circular behaviours within those domains and (iii) learnings, strategies and models for designers, researchers and policy professionals to implement and evaluate interventions.

Researcher(s): Ahsan Nasira, Van Rooy Dirk

Promotor:  Van Rooy Dirk

Period: 01/05/2023 - 30/04/2027

Abstract: The fashion industry has many problems regarding sustainability. One of these problems is the short lifecycle of clothing. Fast fashion lowers the number of times an item is worn which results in lots of waste. The focus of the PhD is the lifetime extension (LTE) of clothing and accessories. To achieve this LTE, there is a need for behavior change. Research shows that there are lots of barriers connected to achieve this behavior change. However, consumer who are more sustainable can motivate the industry to transition into a circular economy. The purpose is to gather knowledge on design for LTE and reuse. Quality and quality perception are the first and important variable to realize behavior change. To achieve reuse by the same user and/or different users, offered clothing must first meet objective and subjective quality requirements that are recognizable. The use phase must be designed in such a way that a long lifetime is facilitated by a lasting positive product experience and by quality assurance through maintenance and repair. First, a literature study will be done to explore the broad context of the subject. Knowledge will also be gained in close cooperation with fashion companies that play an exemplary role in a transition to a circular economy. From a systems analysis and innovation workshops, different design interventions will be detailed through cocreation and tested with end users through experiments. Next to that, qualitative and quantitative research such as surveys, (in-depth) interviews... will be done. The new design insights aim to be directly deployable by the fashion sector and (new) circular value chain partners. After the literature study is done, research questions can be formulated. The four focuses of the PhD will be formulated in four work packages. The overall challenge concerns a transition to a more circular fashion industry from the use phase, starting from the purchase or acquisition of the product. Next, 4 sub-challenges are defined: - Generate knowledge around how consumers can discover and recognize their own definition of qualitative, sustainable fashion products. - Generate knowledge around increasing perception of old/worn products through emotional connection/story. - Generate knowledge around increasing awareness of the user around perception of cleanliness to start maintaining more consciously - Generate knowledge to encourage users to repair faster instead of discarding to extend the lifespan.

Researcher(s): Du Bois Els, Moons Ingrid, Van Rooy Dirk

Promotor:  Du Bois Els

Period: 01/10/2022 - 30/09/2025

Abstract: The REuse Lab is a service platform that supports industry in the circular transition throughout the implementation and development of reusable alternatives for single-use products. The REuse Lab excels in the generation of applicable knowledge and insights in technical quality assurance, quality perception through trust and ease of use and experience, and for the optimisation of quality assurance through the value chain and new services. The multidisciplinary REuse Lab offers expertise to address, in cocreation with companies and sectors, the barriers that hinder or delay the introduction of products for reuse, through data collection in a scientific experimental setting. Building further on current research, this IOF funding allows the REuse Lab to develop the necessary basic business structure to leverage new funding from both third and fourth funding stream.

Researcher(s): Du Bois Els, Dewit Ivo, Moons Ingrid, Van Rooy Dirk

Promotor:  Du Bois Els

Abstract: Service Civil International (SCI), established in 1920, identified a need for a structured framework to measure its impact on a global scale. This need led to the development of an impact measurement framework in 2021 by the International Executive Committee. The aim was to move beyond anecdotal evidence and establish a systematic method for evaluating SCI's contributions to peace, social justice, and sustainable development.

Researcher(s): Van Rooy Dirk

Promotor:  Van Rooy Dirk

Period: 01/10/2023 - 30/11/2023

Abstract: Behavioural design is increasingly recognised as a key method and strategy for enabling social change. However, as a sub-discipline of design, it is facing a number of key issues, including a lack of understanding of how it is actually used, and how effective it is. The suggested project seeks to address this in three ways, namely by : (1) Engaging directly with key stakeholders in both the private and public sectors to explore hon behavioural design is currently applied and understood. (2) conducting a systematic mapping review of relevant work in the public and private sector and (3) distributing a (short) online survey. The research should allow us to identify the challenges for stakeholders in understanding and applying behavioural design methods and techniques, and to develop a set of practical guidelines informed by both the practice of designers, and the academic knowledge of behavioural change experts. Deliverables will include an academic publication, at least one conference presentation and a stakeholder map that can serve as a foundation for further collaboration.

Researcher(s): Vandermoere Frederic, Vaes Kristof, Bosman Rinet, Van Rooy Dirk.

Promotor:  Van Rooy Dirk

Period: 01/07/2022 - 31/12/2023