Behavioral Design for Public Utilities and Services
Milan
Master 1 Level
Italian
12 months
blended
Vision
The adoption of new services, new ways of providing them by the Public Administration. and public utility companies will not, therefore, be determined by a strictly economic choice of the services offered (redesign of services based on cost savings), trusting that users will adapt to the new services, but will instead be guided by the identification of cognitive propensities of users by anticipating and using them for the desired behavioral change. The basis of the entire Master's training program is the study, in-depth analysis and application of the Nudge Theory.
The Master is provided by the University of Milan-Bicocca in collaboration with Poli.design (Polytechnic University of Milan)
Mission
The Master aims to provide specific skills relating to the research and planning of public intervention projects (and related services) which represent important issues in the field of public and private organisations. There is, in fact, an urgent need to design interventions based on users' needs and their psychological characteristics for the promotion of behavioral choices aimed at improving individual and collective well-being.
Teaching Organization
320 hours of Lessons
380 hours of Stage/Project Work
Exams and Attendance
Courses
- Communicative heuristics
- Conversational implicatures
- Argumentative function of thought and Psycho-rhetoric Language and Theory of mind
- The main theoretical orientations and their experimental support in the field of psychological research on reasoning, problem solving and decision biases in relation to Nudge will be illustrated and discussed.
- Application of experimental methods to study economic choice
- The impact on the theory of economic choice of the "Heuristics and Biases" program by Daniele Kahneman and Amos Tversky; The application of behavioral sciences in the development of regulations and public communication;
- The application in behavioral sciences in the organization of the PA; The development of the Organization Theory of Herbert Simon and Jim March in the light of the discoveries of neurocognitive sciences.
- The impact on economic theory of the adaptive approach of bounded rationality; The discoveries in neuroscience on neural mechanisms and the role of visceral, motor and sensorial phenomena in human decision making and on economic behavior in particular.
- The application of the results of behavioral economics to public policies to direct human decisions towards well-being objectives; The application of ecological rationality to ways of enhancing the citizen's decision-making capacity.
- Behavioral tools to guide citizens towards energy saving
- Importance of Strategic Design in the implementation of new services.
- Integration between new services and company missions.
Applications of Design Thinking methodologies:
- Double Diamont
- Impact Creativity Canvas
- New business models applied to services
- Sprint execution (types and use)
- Case studies
- Methodologies and practical cases
- Digitalization in user experience verification
- The interconnections and impacts on the design of new services.
- Creativity in identifying new services;
- Behaviors and solutions adopted by start-ups.
- The application of the workshop and group work;
- Presentation of new service solutions
- Competition between working groups; Evaluation methodologies.
Scientific Committee
Campo dall'Orto
Zurlo
What skills do you gain?
Behavioral Design for Public Utilities and Services
Who is it aimed at ?
The master's degree is aimed at graduates, professionals, both public and corporate employees who have an innovative and creative mentality.
It is aimed at those who intend to find employment or who are already employed at:
- Private companies of public utility services interested in promoting the collaborative relationship with public institutions and the territory;
- Central and local Public Administration and to those who want to pursue a career in Public Administration;
- Third sector companies interested in promoting policies in the field of social innovation, environmental and social sustainability, health, assistance, safety and education;
- Private and public companies interested in improving performance and individual and organizational well-being (for example consultancy and public administration service companies).
12
STUDENTS
TRAINED
+320
TRAINING
HOURS
PROVIDED
1
EDITION
NUMBER
19
COMPANIES
INVOLVED
%
LEVEL OF SATISFACTION WITH THE COURSE ACCORDING TO AlmaLaurea
%
EMPLOYMENT RATE FOR EACH MASTER ACCORDING TO AlmaLaurea
Professional opportunities
Behavioral Designer
Figure required within public administrations, in companies providing public services (utilities) and in private companies providing citizen services (banks, insurance companies, etc.).
Course News
