Introduction to Cognitive Design

Cognitive Design is an interdisciplinary field of study, synthesizing insights from neuroscience, psychology, and cognitive science and subsequentially connecting them with design thinking principles to create human centered solutions. Rooted in deep analysis of human behavior and perceptual experience, Cognitive Design actively approaches the innovation of experiences, products, and systems that align with our biological cognitive functions and biases. The major will explore how the human brain processes information, perceives cultural surroundings, and interacts with encompassing environments. The design element of the major exemplifies the importance of conceptual approach, aesthetic appreciation, and culturally aware prototyping, using design thinking principles to implement unique human-centered technical solutions. The fusion of scientific method with a creative design approach, encourages the exploration of emotionally resonant technological solutions fostering human relational enhancements.

Making the major skill based is a high priority. I will graduate with tangible, applicable skills to take into the career force, in addition to the theory-based knowledge typically provided by majors offered at UCLA. I will graduate with a detailed thesis capstone, allowing me to create a presentable research product. The major will also require a comprehensive final portfolio, visualizing my design work across scientific modeling, data visualization, 3D modeling, and applicable artistic ventures.

 My proposed major of Cognitive Design operationalizes the themes that the above majors provide to craft environments, tangible tools, and solutions that align with how people learn, think, and behave. It is an interconnected discipline of understanding and application, aiming to use intentional design implementation backed by cognitive processing data to create meaningful social experiences. It will explore processing patterns deeply embedded in our cognition and optimize design strategy around how our brains experience the world around us. The major will take insights from empirical human behavioral sciences to inform the creation of products, environments, and systems. It will explore how cognitive processes should influence design choices, and how in turn, the design of objects and environments will impact positive behavioral growth. Individual psychological and behavioral expansion then impacts broader societal change over time. Known to push the boundaries of conventional design, honorary designer Brian Collins builds conceptually powerful solutions through a similar approach– “Design is an agent of change. It’s the bridge that gets us from where we are to where we want to be. It’s future making.”

The major leverages human centered design principles to optimize innovative approaches towards the disconnect present in modern societal structures. Historically, we are more disconnected than ever before. Society experiences issues in social isolation, political polarization, economic disparity, and cultural divides, along with digital, interpersonal, and environmental disconnect. All of these issues are interconnected and can be approached with solution orientated tactics devised from a blend of behavioral evidence and design theory. Cognitive Design is a holistic educational approach embodying “form follows function,” where function is defined by a complex interplay of mental processes and interpersonal social dynamics, and form describes the visual/informational architecture that ensures utility of the material solutions imagined.

How can we design solutions that are not only functional, but cognitively accessible and enriching? How can we shape our interactions with the world and each other to support cognitive development and social well-being? How can we utilize advantages of technology to create opportunity for neuroplasticity and human connection? Cognitive Design is uniquely positioned to innovate substantial human-centric solutions that respect the dynamic complexity of the human mind within its physical and social milieu. My thesis capstone, which will be discussed further on in the proposal, will explore these solutions.

Design Thinking x Cognitive Human Behavior

Appreciating this synergetic approach of fundamental interconnectedness, I created my own method focusing on the elements intersecting perception/nature with production/culture (circled in red). Through uniting behavioral science with design, the major connects how knowledge and information shapes behavior and utilitarian applications. Then, how do our creations inevitably shape our behaviors, to provide new perspectives and information, to influence new applications? The cycle infinitely repeats. I am interested in how this dynamic stimulates cultural expansion, as society exists in a constant state of evolution and change. The concept map below delineates a network of ideas surrounding the major, relating academic topics to their practical applications, and dissecting Cognitive Design into its two overarching parts. 

Human Behavioral Sciences

Design Theory

The behavioral science portion of the major aims to understand why humans behave the way we do, using social, biological, cognitive, and cultural analyses. It evaluates how behaviors are influenced by internal and external factors, and how we use these behavioral structures for building social structures. 

·    Biological - This subsection examines how brain structures, neural networks, and cellular systems influence behavior. What is the role of genetics and evolutionary psychology? What foundations of physiology and human biology should be considered when approaching health and wellness?

·    Cognitive – This subsection focuses on how we acquire knowledge, forming mental processes through our sensory and perceptual experiences. How does experience dictate perspective, bias, motivation, decision making, and problem solving? How can we expand collective consciousness and social attitudes for broader societal change?

·    Social – Through exploring communication patterns, social grouping, digital networking, and organizational design, this area expands on interpersonal relational dynamics and their influence on economies and cultures. What are biological solutions for social connection? How can emotional regulation improve cultural disconnects?

·    Environmental – This subsection investigates the influence of physical surroundings and environmental conditions on behavior. This includes natural and built environments. How does urban design and landscape architecture affect communities? How does human behavior impact the climate and how does the climate impact our behavior? Where can we apply biomimicry for natural solutions benefiting both sides?

The design theory portion of the major uses visual and critical processes to implement tooling for utility and reach. It explores how we can solve complex social problems in innovative ways. It’s a balance of beauty and functionality, communication and absorption. It encourages unique perspectives for reality building through the creation, planning, and specification of products, systems, experiences, and processes. Constantly adapting to a rapidly evolving technological age, design theory emphasizes empathy, collaboration, and experimentation to create solutions for emerging cultural needs.

·    Visual – Through aesthetic exploration and visual communication, this subsection provides skill for visual design solutions. How does composition and formatting influence functional efficiency? What is the role of typography, color theory, writing, and imagery in sharing stories? How does visual narrative influence opinions and behavior?

·    Critical – Here we focus on the analytical and evaluative aspects of design. How do we question roles in society, synthesize insights, and expand conceptual theory? How do ethics and philosophy impact ideation, and how do we define problems in order to specifically solve them?

·    Utility – This subsection creates educational contexts encouraging cyclical user research for iterative refinement of ideas. How can we better understand users and improve their experiences? How do we model and implement technical solutions? How does the functionality of our ideated systems influence ergonomics and connection?

·    Reach – This subsection explores the influence of design, and how it is used for production, distribution, and marketing. How do we present solutions, and design for accessibility and scalability? What makes for efficient implementation techniques? How do we stay in tune with AI and other rapid innovation technologies?

Purpose of the Major - Specific Learning Outcomes

1. Demonstrated an ability to apply working knowledge of the nervous system, molecular events at the cellular level, and psychological analyses towards understanding phenomenological sensory events.

2. Demonstrated divergent critical thinking skills that balance aesthetic sensibility with logical reasoning for practical application, using contemporary perspective and historical insights.

3. Able to employ human-centered research methods to build solutions based on behavioral outcomes.

4. Grasps fundamental concepts of cognition, including memory, perception, attention, language, problem solving, and decision-making. Is able to use these insights to inform the design of intuitive products, interfaces, and experiences.

5.  Experimented with skill-based product design software, including Computer Aided Design (CAD) and Adobe Suite, along with data visualization software including Tableau, Breve, and Palladio.

6. Learned basic programming skills for R statistical computing and C++.

7.  Demonstrated an ability to utilize quantitative software tools to analyze and interpret biological systems data, employing computational methods to answer humanistic questions.

8. Effectively relates empirical and cultural data to social outlook and critical examinations of complex contexts, focusing on improving human interaction with technology, environments, and other humans.

9.  Ability to relate scientific and artistic literature in meaningful ways.

10. Ability to generate design strategies for innovation prototyping that builds positively influenced cultural dynamics, ergonomics, and behavioral economics.

11. Understands how our perceptual biases are formulated by neuroscience and societally designed experiences.

12. Capstone Thesis – Identified a research topic, formulated testable hypotheses, conducted applicable research, produced a tangible solution-orientated product, and communicated ideas effectively using Cognitive Design themes.

13. Professional Portfolio – Created an organized portfolio and personal website to present product and information design work. 

Capstone Thesis Introduction

Supported by input from faculty advisors in the structured environment of the HONORS 199 Capstone course, my thesis will explore conceptual and practical applications of designing for neuroplasticity. Neuroplasticity describes the brain’s ability to reorganize its connections and neural networks to facilitate behavioral change. The thesis will implement the themes and knowledge I acquired throughout the major, allowing me to combine my scientific background in cognition to curate design solutions based on natural cognitive processes. Neuroplasticity is the brain’s functional action for finding natural solutions. It allows you to take active steps for growth and change at the neurological level. Through application-based research and interactive design projects, the capstone will explore solutions to optimize neuroplasticity using Cognitive Design theories. How can we design digital environments that facilitate cognitive processes for social connection? How does the design of physical environments influence neural plastic ability? How can we optimize interface design for brain health? The thesis will provide practical application of the themes present in my major, while building substantial research for how we can optimize personal growth on a cellular level.

With its rising influence on intuitive interface and technological innovation, decision architecture is becoming an essential specialty in understanding human experience. Understanding cognitive behaviors, and using them to influence design strategies, which are inherently attention directing tools, increases user product alignment and expands behavioral experience (Parker). Experiential bias processes occur in the brain as fundamental aspects of human behavior. For example, humans are inclined to project their personal worldview onto others, ignore disconfirming data, and falsely make estimations.  Design thinking practices, which emphasize “need finding as a preliminary to decision making” can improve behavioral and ideation outcomes by focusing illusion biases and mitigating cognitive weaknesses (Liedtka, 934). Blending the  two fields in an educational setting, Cognitive Design creates a learning process  of “representation” that implements “conscious construction and exploration” of material, with cognitive ability to manipulate design theories in favor of human condition (Eastman, 280).

            Utilizing elements of Radical Constructivism, the major is organized to actively construct knowledge rather than passively consume it. Through mixing world experience, perception, and critical thinking, students incorporate academic knowledge with “building their own representations,” an approach requiring active engagement in learning (Olusegun, 66). Knowledge fluidly reacts to personal and collective experience, building and evolving from different directions, rather than repeating reflected frameworks for ideas. Design is intrinsically a human activity dependent on cognitive awareness (Tschimmel, 1). The work of education “must fortify the mind against tendencies current in the social environment and help displace erroneous habits already produced (Tschimmel, 2).” The model encourages creative flexibility, strong individualistic self-responsibility, and imaginative thinking. Philosopher and psychologist John Dewey argues that true learning builds from concrete experiences, with information convertng to effective knowledge occurring only through practical application (Tschimmel, 6). The major blends conceptual approach with tangible action, assigning cognitive process as characteristics of design, creating a “form of education contributing to knowing rather than to knowledge (Visser, 282).”

            Cognitive Design is an intuitive balance of art and science, blending ideas with product. With awareness of how cognitive systems construct information, design creativity becomes a “cognitive capacity of a life system to produce new combinations and unexpected, useful responses for a certain community (Tschimmel, 4).” It is problem setting in addition to problem solving. Relationships between external and internal data attribute integrated networks of solutions that connect physical experiences with how they’re neurologically processed (Visser, 141).

            Motivated by forward thinking academic environments, I researched programs at other universities that would support my idea. The University of Washington offers a Human Centered Design and Engineering major that integrates design engineering with human interaction. Stanford’s Symbolic Systems and Georgia Tech’s Human Centered Computing combine social design with technology, and the MIT Media Lab focuses on building transformative experiences intersecting outwardly disparate ideas. Similarly, Parsons, SCAD, Royal College of the Arts and Delft University of Technology, all offer interaction, information experience, and transdisciplinary service design programs. Providing organized educational support while encouraging student autonomy, these universities align with the exploratory learning style I am building at UCLA.

Foundation for the Future

With diversified professional experience in product marketing, customer experience, data management, and wellness innovation, I look to build a career in creative environments building novel opportunities for human connection. My interdisciplinary, self-designed education will provide project leadership skills, along with opportunity to specify my direction. Pursuing an individual field of concentration requires strategic leadership abilities that build perspectives unique from pre-structured fields of study. I will develop and implement product design strategies with cognitive foundations, carving opportunity to make a positive difference in various industries. I aspire to be a change maker, taking initiative to build the life that I desire. Orientating my learning around my passions will result in higher quality learning and higher quality results. Self-exploration combined with academic impulse will position me uniquely for jobs that require quick thinking and creative implementation.

An entrepreneur at heart, after gaining experience in intuitive product design, I plan to build a business that positively impacts human social experiences. The major will not only provide applicable behavioral based design skills, it will also offer the visionary freedom required to ideate collective solutions. It will strengthen my ability to communicate ideas and facilitate mechanisms for active social change. Through accumulating technical skills, building my portfolio and publishing my thesis I will gain distinctive outlooks on interdisciplinary contexts. Cognitive Design will pair nicely with my Digital Humanities minor, leveraging data interpretation with humanistic experience while providing the inherent synergy between art and science that inspires me.

Conclusion

Intentionally explorative and inherently distinctive, Cognitive Design’s transdisciplinary application of behavioral scientific design is tailored for active learning and world building. It leverages insights from empirical knowledge and design ideation to enhance environments, systems, and experiences for societal well-being. The symbiotic relationship between cognitive behavioral science and design communication creates an academic environment where creativity and functionality naturally complement one another.

Focused on skill-based application, the major encourages critical exploration of complex ideas implemented with tangible action. Design isn’t what something looks like, it’s what it effectively accomplishes. This process has provided the opportunity to forage my own path, while targeting intellectual energy at my academic interests. UCLA is “committed to academic freedom in its fullest terms… and application of knowledge for the betterment of our global society (Our Vision).” Creating my own major of Cognitive Design has given me the invaluable chance to embody that mission, while building the necessary skills for my future success.

“Design is not what we make. Design is what we make possible” – Brian Collins

“101 Design Rules.” COLLINS, 12 Mar. 2021, https://www.wearecollins.com/ideas/101-design-rules/.

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Our Vision, Mission, Principles and Values Statement | UCLA | UCLA.

https://www.ucla.edu/about/mission-and-values. Accessed 7 Nov. 2023.

Oxman, Neri. “Age of Entanglement.” Journal of Design and Science, Jan. 2016. jods.mitpress.mit.edu,

https://doi.org/10.21428/7e0583ad.

Parker, Elias. “Cognition & The Intrinsic User Experience.” UX Magazine, 6 Mar. 2012,

https://uxmag.com/articles/cognition-the-intrinsic-user-experience.

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Design. Department of Design Escola Superior de Artes e Design (ESAD), 2004.

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Design Research.” Human–Computer Interaction, vol. 21, no. 1, Mar. 2006, pp. 103–52. DOI.org (Crossref), https://doi.org/10.1207/s15327051hci2101_4.