I believe in three simple truths:

Research changes design.
Design changes behaviour.
Behaviour changes the world.

As such, I remain wildly optimistic that user-centered research and insight driven design bring awareness and tools that can bring change to even the most entrenched problems of our time.

I believe that rather than just using punitive measures to restrict behaviour (taxes, fines, levies), we should understand the underlying motivations behind our actions (through research) and align our incentives (using design) towards one shared goal for the greater good.

To see more of what I mean, visit my independent design practice, Greater Good Studio.

George K.S.M. Aye