Richard Fry

Richard Fry
Brigham Young University

Richard Fry is a faculty member of the Industrial Design program at Brigham Young University and has served both as chair of the ID program and director of the multi-disciplinary School of Technology.

He received his MFA from the University of Illinois at Urbana-Champaign. Fry worked at design firm TEAGUE; global appliance manufacturer Whirlpool; and Icon Health and Fitness, covering brands such as Health Rider and Nordic Track.

De-risking User-centered Design: Behavioral Design

Human-centered design has become the norm as a way to design with user needs in mind—yet people reliably don’t save for retirement, are paralyzed when choosing between options and fail to maintain habits. In other words, ideas that look smart on paper, often fail to get traction with the very people they were designed for.

The emerging field of behavioral design combines key principles from behavioral economics with user insights—allowing designers to de-risk new ideas and increase user adoption by acknowledging and embracing how users “irrationally” perceive their choices and actually behave, rather than what they say they want or will do.

Ruth Schmidt of Doblin/Deloitte will describe and demonstrate a behavioral design “toolkit” that can be used to build competency in applying behavioral economics to user-centered design—resulting in more effective, “stickier” solutions.