System 1 and System 2 thinking are concepts developed by Daniel Kahneman that describe two different ways of thinking. System 1 is intuitive, fast and automatic, relying on instinctive decisions and emotional responses that require no conscious effort. System 2 is slower, deliberative and analytical, requiring conscious effort to solve problems and evaluate information. Both systems play a crucial role in human decision making and can complement each other in developing effective circular design solutions.
System 1 thinking excels at providing quick and intuitive solutions, making environmentally friendly actions easy and seamless for users. By reducing cognitive effort, System 1 solutions lower barriers to adoption and encourage immediate engagement. However, these solutions often benefit from the deeper analysis and deliberate planning enabled by System 2 thinking. System 2 enables broader approaches, tackles sustainability complexity and encourages long-term behaviour change.
This blog explores how to design circular economy solutions that leverage the strengths of both System 1 and System 2 thinking. It examines how intuitive, user-friendly designs can drive initial engagement and how deeper, reflective approaches can enhance their impact, ensuring a balanced and effective strategy for promoting sustainable practices.
Focus on intuitiveness and simplicity – Perspective: System 1
The System 1 mindset values clear and visual instructions that guide action without the need for deep thought. Users appreciate solutions that integrate seamlessly into their daily lives with minimal effort. Automated systems, straightforward user guidance and simple yet intuitive design are key. Information in these solutions should be easily accessible and increase the user’s confidence in their choices. The solutions should also fit into the user’s daily routine, if they do not fit in with the user’s existing habits or resources, they are likely to be overlooked (e.g. complex recycling processes that require too much time or energy).
Provide opportunities for reflection and learning – Perspective: System 2
While System 1 focuses on ease and intuition, incorporating System 2 allows users to understand the rationale behind their actions. Providing educational opportunities, such as in-app explanations or collaborative workshops, can deepen user engagement. Solutions should encourage users to engage in occasional deliberative thinking, fostering a sense of purpose and long-term responsibility.
Ensure emotional engagement -Perspective: System 1
Solutions that appeal to users’ values and emotions can motivate consumers to act responsibly. Aesthetic design and the stories behind products create emotional connections with consumers. Examples of this type of product development can for example, include products made from marine plastics with a certified origin story. These provide a tangible link to sustainability. In this way, consumers can feel part of a larger movement that encourages them to continue to make responsible choices.
Support logical justification – Perspective: System 2
While emotional engagement is what draws users in, logical reasoning is what reinforces their actions. Highlighting data on the environmental impact of sustainable choices or providing transparent life cycle assessments ensures that users can rationalise their choices. For example, sharing the quantified reduction in carbon emissions resulting from a user’s actions helps to solidify their commitment.
Create rewarding experiences – Perspective: System 1
Reward schemes, such as recycling point programmes or discounts for sustainable choices, can encourage consumers. If users feel they gain value from acting responsibly, they are more likely to remain engaged in the long term. Social reinforcement, such as solutions that make users’ choices visible, can also motivate participation.
Encourage long-term habit formation – Perspective: System 2
While immediate rewards are effective, integrating System 2 can help turn these actions into sustainable habits. For example, designing programmes that gradually increase user involvement – from simple recycling to more complex actions such as repair or reuse – ensures that responsible behaviour becomes part of the user’s routine.
Eliminate potential sources of frustration – Perspective: System 1
At the heart of intuitiveness is ease of use, but complex or broken systems can alienate users. This is why usability testing and continuous feedback gathering are crucial. For example, mobile apps that guide users on how to recycle correctly can only be effective if they work quickly and provide clear answers. Good solutions provide relevant information immediately, without requiring the user to search for it.
Build resilience through analytical feedback – Perspective: System 2
System 2 thinking ensures that solutions evolve based on feedback and data analysis. Regularly reviewing user feedback and behaviour patterns can identify systemic problems and guide improvements. This iterative process helps create robust solutions that adapt to changing user needs.
Balance simplicity and impact – Perspective: System 1
While System 1 solutions emphasise intuitiveness, it is important not to oversimplify. Users should also be able to understand the deeper implications of their actions. Oversimplified solutions may neglect important aspects of circularity, such as reusability or reparability. Design products that combine ease of use with versatility, such as modular products that can be repaired or adapted. Furthermore, consumers may be disappointed if marketed “sustainable” solutions do not really contribute to the circular economy.
Go deeper and understand – Perspective: System 2
As a complement to simplicity, System 2 enables users to delve deeper into the systemic impacts of their choices. Features such as QR codes that provide detailed lifecycle information or apps that offer sustainability insights can bridge the gap between intuitive use and informed decision-making.
Use data and technology for development – Combined perspectives: System 1 & System 2
Collecting data on user habits and continuously adapting systems ensures that solutions remain relevant. Such dynamic solutions combine System 1’s focus on simplicity with System 2’s analytical adaptability. For example, AI-driven platforms can personalise recommendations based on user behaviour, ensuring long-term engagement while improving impact.
The effectiveness of Thinking System 1 solutions lies in their ability to make responsible choices easy and intuitive. By focusing on emotional engagement, aesthetics and simplicity, broad user engagement can be achieved.
However, combining this with System 2’s emphasis on deeper understanding, logical reasoning and adaptability ensures that these solutions are not only practical, but also sustainable. A balanced approach that utilises both mindsets is key to the success of circular design in your organisation.
Pic: Nikolai Ulltang
