How scientific methods and creative thinking can be combined to reframe complex problems and support the development of practical solutions to social issues.
Behavioural Science Group, Organising Healthcare Research Network
Ed is Behavioural Design Lead at WBS, applying insights and methods from behavioural science to support the design of products and services with a social purpose. He previously led the Behavioural Design Lab, a partnership between WBS and Design Council, and now focuses on ways to support collective action, helping people work more effectively together to achieve their own and common goals. Before joining WBS, Ed worked for the advertising agency, Rainey Kelly Campbell Roalfe / Y&R, managing creative campaigns for private and public sector clients. He holds an MA in Natural Sciences (Psychology) from the University of Cambridge and an MSc in Cognitive and Decision Sciences from UCL. Ed is also part of the Create programme at WBS, exploring new teaching and research opportunities on the role of design and creativity in business.