Design with Intent toolkit 1.0 now online

Design with Intent cards

It’s been a long time coming, but a year after v.0.9, the new Design with Intent toolkit, DwI v.1.0, is ready. Officially titled Design with Intent: 101 Patterns for Influencing Behaviour Through Design, it’s in the form of 101 simple cards, each illustrating a particular ‘gambit‘ for influencing people’s interactions with products, services, environments, and each other, via the design of systems. They’re loosely grouped according to eight ‘lenses‘ bringing different disciplinary perspectives on behaviour change.

The cards (Download them here)
The intention is that the cards are useful at the idea generation stage of the design process, helping designers, clients and – perhaps most importantly – potential users themselves explore behaviour change concepts from a number of disciplines, and think about how they might relate to the problem at hand. Judging by the impact of earlier iterations, the cards could also be useful in stakeholder workshops, and design / technology / computer science education.

Each gambit is phrased as a question, as used in Nedra Weinreich’s worksheet based on DwI v.0.9, in the hope that the cards can actively provoke innovative behaviour change design ideas, while the new accompanying Design with Intent wiki can, in time, act as a kind of ‘further reading’ resource.

You can download the card deck, either the whole thing (ISBN 978-0-9565421-1-3) or individual sections, free of charge, but bear in mind this initial version is still something of a draft (with some typos and a few ugly alignment errors) and there are a few extra introductory cards which will be added over the next couple of weeks. So do come back and get the updated version when it’s available.

Printed card decks (ISBN 978-0-9565421-0-6) will be available for mail order very soon, too: these will be sold at a price which just covers my costs. If you’re going to UX London or Persuasive 2010 I hope to have some packs with me, so do let me know if you’d like me to reserve one for you. This isn’t a commercial venture: it’s part of my PhD and the more people who use the cards, the better (from my point of view). I will try to produce some alternative formats such as posters and worksheets, too, since I know cards aren’t everyone’s cup of tea.

UPDATE: Printed packs now available to order

The wiki
The wiki is inspired partly by Crumlish & Malone’s Designing Social Interfaces, a great book (and a neat companion to Jenifer Tidwell’s incredible Designing Interfaces, also from O’Reilly) with a companion wiki which acts as an evolving, referenceable container for new examples, tips on implementation, data on effectiveness, and so on, as they come to light, as well as new patterns, new ways of grouping them and new uses for this kind of approach.

At present, the wiki is pretty basic and while I get to grips with the nuances of Mediawiki (and, of course, writing up my PhD thesis!) it’s not open for general editing, but it will be in due course. I hope over time it will prove to be a valuable resource for people working in design for behaviour change, design for sustainable behaviour, persuasive technology, behavioural economics and other related areas. There are also a number of linked pages which I haven’t written yet, but by putting them in as red links, they’re a constant reminder for me to do them!

Your feedback
Your comments are incredibly important to this project. I’ll be putting a survey online very soon, but in the meantime, if you have any reactions, please do get in touch ( I’m aware that I haven’t yet replied to everyone who took part in the earlier survey, for which I apologise.

UPDATE: 5-minute survey now online

The blog
In the light of the new wiki, and coming towards the end of my PhD, the blog will change a bit during the summer – nothing will be lost, but I intend to incorporate a lot of the examples into the wiki, preserving people’s comments. The various domain names and redirects need a bit of htaccess fun to sort out too! For the moment, though, it’ll stay as chaotic as it is.

Thanks to everyone who’s helped with the development of Design with Intent so far: I hope the wait for these cards has been worth it!


  1. epc

    Long time reader… was browsing through the cards and wondered if those really were short URLs in the corner. redirects to a article, while, and /Secu redirect to your wiki.

    • Dan

      Hi Ed – thanks for the comment – (with a capital A rather than lower-case a) ought to resolve to the Architectural lens wiki page – unfortunately is case-sensitive so all the short URLs in the corners only work if used exactly as written. I didn’t realise this until after I’d registered them, unfortunately…

      • epc

        That’s weird…I actually typed it in as and got to the r/w web site, but can confirm it goes to your site.

        Ah…I see what’s going on. Safari treats as the same as when I hit auto complete.

        I don’t know if there’s space in your layout, but maybe consider QR codes instead? Removes dependency on any 3rd party (while it does mean you have to have a QR decoder)

        Not sure this will work but:

        (that’s supposed to link to and generate a QR code for the Architectural Lens page)

        • epc

          I’ll try it this way:
          <img src=”” alt=”qrcode” />

        • Dan

          Thanks – that’s useful to know about Safari, I didn’t realise it did that.

          I’ll have a play with and see about putting QR codes on the cards as well as short URLs (maybe find a better short URL structure where I can register both upper- and lower-case versions of each).

          Thanks again for your help!

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  3. Dan,

    I am really impressed. This deck “says it all” or almost! I might have added a few things to the deck that has the persuasion principles, but basically I LOVE these cards. How can I make sure I find out when they are available for purchase?

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  14. Thank You Dan! This is indeed awesome. I help people to change their behavior and habits. Very often it is easier to change the environment than changing the person. The cards are highly practical and being a visual person, I definitely appreciate all the photos. Fantastic.

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  17. I just found this through Seth Godin’s blog. As a sustainability consultant, the cards look like a great tool for sparking creativity. – Diana Rivenburgh

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  19. thanks, I think architects sometimes put color on the back burner. It will be harder to do that with this tool.

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  23. These are a great set! My first reaction is that many of them seem to be pokeyokes. A few others might be unethical, possibly illegal, or at least, personally invasive, making them interesting choices.

    I am looking for options/ideas that help people design the future. either through scenarios or action. I believe I found one in the set so far, although obviously I should study them more closely!

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  27. Kate

    I hope it’s not rude to ask where the inspiration for this great idea came from? I instantly thought of Brian Eno’s cards when reading this. Not sure if there is really a connection here – but nice job of expanding on this concept if so! Nice one.

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  30. […] the same vein, Dan Lockton has put together a brilliant set of 117 flash cards that use mostly real-world examples to illustrate design principles. And the great thing about […]

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  32. Dan’s Design with Intent toolkit is an excellent reference for all designers and marketers and it sits on my desk as a much used

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  36. These are awesome Dan! You’ve really done some brilliant work and I’ll enjoy browsing through these for design inspiration.

    Thankyou for sharing this with us.

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