Design and Sustainability, the new Master in Behavioral Design presented in Ivrea – Torino Oggi

It’s official. It starts in September d first Master in Italy dedicated to Behavioral Designa project strongly supported by ICO Valley in collaboration with the Polytechnic of Turin, the University of Turin, the Torino Wireless Foundation, Confindustria Canavese and with the support of industrial players such as Huawei.
An opportunity for higher education that stems from the desire to contribute to the creation of new, interdisciplinary competencies that are able to design and manage a future that becomes increasingly digital, innovative and technological and hopefully also inclusive, sustainable and transparent. The data shared on the network, the data sets that organizations and entities collect, as well as the possibility of collective growth guaranteed by the correct use of this data will have to put people and their needs more and more at the center. If this were not the case, if the technical and strict IT aspect prevailed, the risk would be the creation of further social and economic inequalities. In this anthropocentric perspective, therefore, the person is the basis of any process, and attention to the humanization of technology and its expressive forms is central.
The Master aims to train an intellectual technician who is able to design services, applications, artifacts and systems that are capable of triggering behavior change. Above all, we must work with the context in which people make decisions. This space, which is cultural, digital and physical at the same time, must be designed properly by mixing technical and humanistic knowledge. The Master will provide ample space for systemic thinking, a cross-cutting skill that is today fundamental to navigating and managing complexities, and for the themes of Interaction Design, User Experience, Behavioral Science and Communication “, have explained Pier Paolo Peruccioprofessor at the Polytechnic and coordinator of the Master in Behavioral Design.
The champion was presented today at Bioindustriparken i Ivreawith the institutional greetings from the Mayor of Ivrea Stefano Sertoliby the senator Virginia TiraboschiChairman of the ICO Valley Promoting Committee, for the rectors of the two universities involved in Turin, Guido Saracco for Politecnico e Stefano Geuna for the university and by Alessandro BusciFund Manager for Prelios SGR, the management company for Anastasia Fund, owner of the former Olivetti properties.
They intervened during the presentation Pier Paolo Perucciocoordinator for the master, Paolo NeirottiDirector of the Master’s School and Lifelong Learning at Polytechnic in Turin, Joseph By JudasVice-Chancellor of the University of Turin, Simona MaschiCo-founder and coordinator Copenhagen Institute of Interaction Design e Mark Vanderbeekenfounder and CEO of Experientia.
When I thought of ICO Valley for the first time in 2019, I was aware that the Academy could not be lacking because human capital is central to the great transformation processes in our society, and training at all levels adds value to the community, which is further enriched , if it mixes skills and talents from around the world “, explained Virginia Tiraboschi, chair of the Ico Valley Promoting Committee. “The international profile and highly innovative content puts back on stage a territory that wants to go back to being the protagonist of the great changes of the 21st century, go from the digital to the ecological transition and build an ecosystem of talents that improves everyone’s skills, cultures and relationships, which generously embrace the other, to offer everyone a common knowledge that leaves no one behind. Only in these terms do technologies mean social progress and help build a model of society in which integrated humanism, as Adriano Olivetti made his own, helps us today to understand the deeply human meaning that constitutes any authentic dimension of society.“.
This master is part of the various excellent initiatives that our Masters and Permanent Training School designs and delivers, in a sector like design that historically characterizes our university and the Piedmont region. The opportunity to deliver our skills in an area like Eporediese, which is experiencing major change and regaining a leading role in this sector, is in line with our university’s mission to support the socio-economic substance of innovation and groundbreaking trainingCommented the rector of the Polytechnic in Turin Guido Saracco.
Final testimony of Stefano Geuna, Rector of the University of Turin, who was unable to intervene due to institutional obligations: “This master’s is an opportunity to define a systemic and integrated approach between the hard sciences and the humanities and social sciences without defining a leading role in advance, yes, we have actually thought and structured it on an idea of ​​relational balance between them. Each of the skills in place will have the role of a positive stimulus, from a nudging point of view to encourage collaborative and non-opportunistic behavior, in a vision where the words sustainability and digitalisation can first and foremost be substantiated in a perspective on transition and not replacement. . A modality inspired by the policies and ways that Adriano Olivetti has introduced here (in Ivrea), and which today is taken up by European policies based on the Next Generation EU“.
Alessandro Busci, Fund Manager for Prelios SGR, spoke about the historic Olivetti offices in the process of remodeling and repositioning, which will host the champion: “The establishment in Ivrea of ​​a university master promoted by two important universities such as the Polytechnic of Turin and the University of Turin is a very important event for the Ivrea community and its industrial structure. It becomes clearer every day how skills make up the real difference that allows us to stay in the market and create value in a rapidly evolving and increasingly complex competitive context. Hosting this initiative within the historic Olivetti offices not only has the feel of bringing back the value vision that helped create these spaces, but also has the primary goal of being a sprout of knowledge and professional experience within for this iconic, I would almost say ‘mythical’ container, to promote the creation of new entrepreneurial realities“.
It is a professionalizing master’s at the second level, therefore aimed at students who have already obtained a master’s degree. An international training course with the aim of communicating the values ​​of sustainability through design (characteristic of the Polytechnic-Design course), which generates in the individual and in society a new conscious and engaging drive in the adoption of virtuous behavior. Sustainability is actually a fairly broad field, which in its many facets includes social, environmental and economic aspects; it is therefore possible to bring back very different areas: from mobility to health, from civic responsibility to the whole issue of education. The goal is to provide broad and branched knowledge to design services, applications, artifacts and systems that are capable of triggering behavior change. To achieve this goal, the behavioral designer will, for example, learn the correct design and experimentation of various tools, which at the same time include the preparation of policies at the territorial level, communication and monitoring of new rules, interaction with digital tools that they can strategically support people in everyday life.
Behavior design
Behavioral Design is a branch of “Behavioral Science”, an interdisciplinary field of study that integrates psychology and economics, among other disciplines, to provide reference models for how people make decisions and translate these into actions that are transformed into ingrained habits. The environment, understood as a specific context of products and services, can be appropriately designed to help the user become more aware of their choices: this area of ​​research is defined in the literature as “behavioral design”.
The Master intends to adopt an approach that combines the different disciplines: design, psychology, sociology, information technology, economics. The design course will primarily focus on the themes of Interaction Design (IxD), User Experience (UX) and Communication, structured on a strong systemic approach (SD). IxD-UX-SD is the foundation for proper design and at the same time Communication is the focal point for making the project known and involving people. Psychology will be a fundamental element that will not only make it possible to understand the underlying phenomena, but will also provide useful tools for their measurement. Sociology will allow an in-depth analysis of aspects related to specific contexts and groups of people and their relationships. Information technology, on the other hand, will make it possible to obtain, manage and analyze the amount of data obtained from previous disciplines, in order to support the project also in its interactive applications. Last but not least, the study of economic factors will contribute not only to a better analysis of people and society, but also to the impact of broad-spectrum design choices.
The candidate includes a full-time course of 1 year of a total of 60 credits. The content of the courses will touch on various disciplines, including: management, design, computer science, psychology, sociology, economics, communication science, systemic thinking, ethics. The lessons will be held by professors from Polytechnic in Turin and the University of Turin, supported along the way by experts and professionals, artists, designers, architects.
Office building 1 | Via Guglielmo Jervis 77 – Ivrea (TO)
More information about the Master in Behavioral Design will soon be available online:

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