Any problem involving voluntary human behavior within a system is a design problem.

Business outcomes depend on people behaving in particular ways. When people, for whatever reason, lack choice and desired behaviors are assured, design is dispensable.

To the degree we need to motivate one choice over another, where other choices are possible, design gains importance. For this reason design projects should always begin with analysis of the range of behaviors required to achieve business objectives. The challenge for the designer is to develop systems that encourage participatory behaviors.