I had the opportunity to lead CMU Design Studies: Persuasion, a 4.5-unit course that immersed forty-two undergraduate design students. Centered on persuasion theory and practice, it introduced frameworks for understanding and shaping behavior through design, culminating in real-world projects that tackled complex societal challenges.
Persuasion is an important capacity for designers to understand and apply in their design practice. Understanding what persuades you and others, how behavior change happens, and how we are influenced by other people, media and technology, our environment, and design—is a crucial reflective and critical skill to develop in better understanding yourself, your design practice, those around you, and society more broadly.
In this course, we will explore persuasion and behavior change theories through various influencing tactics or approaches from a series of perspectives; some are focused on design specifically, and some look at insights from other fields and their application within a design context.
This is an expansive subject, and we will introduce you to various ideas and methods that form a broad body of knowledge rather than a deep dive into a single subject. The classes will be a mixture of discussions, practical activities, lectures, and workshops. You will have the opportunity to engage with the different themes and angles individually (through readings), as well as in group activities and a group project, allowing you to properly reflect and enhance your learning at your own pace and develop it through dialogue and collaboration.
By the end of the course, students were able to:
Develop the proficiency to articulate, apply, and critically analyze the fundamentals of behavior change and persuasion theory and methodologies, including rhetoric, behavioral science, positive deviance, and diffusion of innovations, focusing on their appropriate application and scale.
Cultivate the capability to articulate and assess the ethical implications of designing for behavior change and persuasion while concurrently integrating a design ethic into practical applications and project contexts.
Observe and explain patterns of persuasion in the world, in conversation, in multiple forms of media, and in design, and be able to identify and discuss critically the strategies being used.
In a term-long group project, students will iteratively design, test, and evaluate a prototype of a behavior change intervention that demonstrates the thoughtful use and application of behavior change methodologies and persuasive design principles aimed at addressing a wicked problem.
The core assignment for the class- and final project- was an exhibition and presentation of the students' team's design response to a wicked problem. As part of their response, teams created and presented a project that persuades or motivates behavior change as part of a final design exhibition. The final project took a number of forms: an object, a piece of software, an environment, time-based media piece, a campaign, game, garment, or product among other things. Teams used time outside of class and a working session in week six to collaborate. Each team presented their projects to the class and other invited guests by explaining their process, outcomes, and how they integrated and applied the theory explored in class into their final design outcomes.
The Persuasion Class Exhibition was not just about creating a strong artifact; the students' process needed to be well-considered and well-documented, including building the moral landscape map.
Lucas Barnes, Arianna Weaver, Sydney Cha, & Stacy Chen
This project harnesses a specialty milk brand to raise awareness of California's housing crisis, prompting deeper public engagement around affordable housing. Through strategic packaging, marketing, and partnerships, it aims to shift perceptions, spark dialogue, and highlight the urgency of equitable housing solutions.
Justin Song, Chloe Sun, Brandt Li, & Tara Modi
This project addresses mental health challenges in communities affected by the Maui wildfires through a dynamic website and a card game. It promotes open dialogue, provides accessible resources, and supports emotional recovery, with a focus on being replicable for future wildfires to encourage community connection.
Gabrielle Acker, Olif Jiang, Gabriela Arias & Swetha Joseph
This project reimagines Dallas, Texas’s underused public transit system to better serve students and lower-income communities. By promoting affordable, accessible transportation, it aims to bridge the gap between inner-city and suburban neighborhoods, expanding access to employment and strengthening community connections.
Mason Wang, Cooper Rosen, Wenjun Ni, & Silvia Shin
This project addresses the reliance on processed school lunches for low-income students by introducing accessible and nutritious alternatives. Through efficient and educational food experiences, it promotes healthy eating habits that can extend beyond the classroom into families and communities.
Laasya Bosukonda, Sarah Chen, Julia Chung, & Jeff Ye
This project revitalizes urban pollinator habitats through The BeeHive, a community garden centered on food, native plants, and pesticide awareness. Supported by a local restaurant and companion app, it sparks public interest, encourages volunteering, and empowers communities to restore ecosystems and boost pollinator populations.
This project presents Go-Grocery Truck, a mobile produce market that addresses the cultural and flavor preferences of South Memphis communities. It tackles the root causes of food deserts, including poverty and unemployment, by providing fresh food to underserved areas. The goal is to help close the 13-year life expectancy gap in these communities.
