Design Strategy and the Science of Human Behavior

3 credits · GSB

Design + Behavior is an interactive course that immerses students in design thinking methods and behavioral science research to create meaningful customer experiences. We will learn methodologies to deeply understand and solve for human needs, moving beyond assumptions to uncover what truly drives customer behavior. Drawing on insights from experimental psychology and behavioral economics, we will explore how industry leaders design decision-making processes throughout the entire customer journey, including how AI-powered systems are reshaping customer interaction and behavior patterns. We will explore psychology and marketing research to understand the frameworks and scientific evidence that inform better design decisions and strengthen buy-in from stakeholders. Through real-world case studies and conversations with industry experts, student teams will apply human-centered design methods and behavioral science principles to conceive and prototype innovative customer experiences that drive lasting impact. By the end of the course, we will have built a practical toolkit of customer experience design methods ready to deploy in future careers.