Smart designers don’t manage client behavior—they shape client identity. Most clients don’t walk into your studio acting like dream clients. They’re unsure, anxious, maybe a little too hands-on—or ...

Shaping behavior has always been an integral part of design, but whether the design is good for users isn’t always clear cut. Since first being coined as a term in 2010, Behavior Design has grown in ...

One of the most effective ways to change your behavior is to change your identity. I don’t mean joining the CIA or a witness protection program, or adopting an alter ego. I mean, rather, changing the ...

In the last few columns, we studied the rule of ownership. Now we turn our attention to the rule of identity. The rule of identity consists of the following four clauses: Every object has unique ...