“Change the structure, to change behavior that will change the results.” - David Butler

I recently came back from the AIGA Make/Think Conference and one of the presentations that stuck out the most was a presentation by David Butler of Coca-Cola. Part of David’s presentation focused on this idea that design needs to look and grow past project-based solutions, that we as designers need to begin thinking of design in terms of systems. In order to change the results of any given problem, we need to change the behavior; but to do so, we must first change the structure that drives the behavior.

The following video clip is from The Fun Theory which exemplifies this idea that in order to change the result, we have to change the behavior and the structure. The experiment’s premise, “can we get more people to choose the stairs by making it fun to do?”