What will you learn?

From behavioural analysis to tested intervention, in two days

No theory to file away. You'll learn to see what you never noticed before: the invisible forces that drive behaviour. And you'll apply it immediately to a real case. You'll leave with a complete toolkit and the ability to crack challenges you used to think were unsolvable. AI runs through both days: you learn the method and how to direct AI with it.

10.000+ Professionals trained

45+ Countries

9.3/10 Average rating

15 years Experience

Trainer teaching the group during the Fundamentals Course

Day 1 · Diagnosis

People rarely do what they say, and there is a reason for that. You learn how decisions are really made and how to surface the forces behind behaviour.

01What is Behavioural Design?
02How do people really make decisions?
03What forces stand between current and desired behaviour?
04How do you surface behavioural insights?
05The ‘Moments that Matter’

Participants working with the SUE templates on their own case

Day 2 · Intervention

Now you design. You'll create behavioural interventions that actually work, test them quickly, and present your solution. You'll walk away with your certificate and a complete toolkit full of templates.

06How do you design interventions for behaviour change?
07How do you increase capacity for change?
08How do you increase willingness to change?
09How do you trigger behaviour sustainably?
10How do you quickly test what works?
11The Behavioural Design solution and certification

How do you want to learn?

One programme, two ways to learn

Start online today at your own pace, or join us live in Amsterdam for maximum interaction.

Both editions

Same method, toolkit with all templates & cheat cards

AI Inside & SUE Guru GPT

EQAC certificate

BD Club access

Personal coaching

Online Self-Paced

33 lessons · start immediately

Work on your own case, in your own context. With personal feedback on every assignment.

Personal coach on all your assignments
Lifetime access
Start whenever it suits you

€1.190 excl. VAT p.p.

Start now →

Live in Amsterdam

2 days · max. 16 participants

Work together on a shared case, with a live trainer and peers in the room.

Live trainer & like-minded professionals
2 intensive days in Amsterdam
Two start dates per month

€1.490 excl. VAT p.p.

View dates & enrol →

Still need your manager to sign off?
Download “How to convince my boss”: seven persuasion principles plus a ready-made email for your manager.
Download the guide (pdf) →

What do participants say?

These professionals went before you

10,000+ professionals have attended our courses. Here is what they say.

9.3/10 · EQAC Certified

I loved the dynamic of the course: exactly the right amount of theory, but above all focused on how to apply it every day. The SUE team made me feel right at home!

Alex Conceiro

UX Designer • Iberdrola

★★★★★

Brilliant programme! Good balance between theory and practice. A solid pace, yet easy to follow.

Alexander Bindels

Digital Project Expert • Roche

★★★★★

I cannot wait to share these new insights with my colleagues. The concepts of gains, pains, anxieties and comforts stuck with me immediately.

Alice Gaillard

Management Consultant • Hedera

★★★★★

Remarkable how complex material comes to life in a fun and interactive training. The two days flew by and everything was put together excellently.

Alina Chakh

Change & Transformation Consultant • ABN AMRO

★★★★★

What do you get?

What you get, and who you learn it from

You'll take home tools, frameworks, an AI expert and a club that stay with you forever. Free for every participant. And you learn it from trainers who apply this method themselves every week.

Behavioural Design Toolkit

Frameworks, cheat cards & canvases

Ready to use in your work from day one. The method, tools and shortcut cards to get results fast.

Frameworks

Templates

Cheat Cards

Free for participants

View all tools & templates

Framework + Canvas

SUE Influence Framework Canvas

The tool that surfaces the forces between current and desired behaviour.

Cheat Card

CAN Interventions

Overview of the most effective interventions to make behaviour easier. Directly applicable to your behavioural challenges.

Cheat Card

WANT Interventions

Overview of the most effective interventions to increase motivation. Directly applicable to your behavioural challenges.

Cheat Card

AGAIN Principles

The principles for lasting behaviour change, concisely summarised. Includes a worksheet to design AGAIN strategies for your case.

Canvas + Cheat Sheet

Jobs-to-be-Done Canvas + Cheat Sheet

Discover the real motivations behind choices. Map the functional, emotional and social 'jobs' of your target audience.

Guide

Behavioural Interview Guide

Gather in-depth behavioural insights with the right questions. Step-by-step plan and questionnaire for qualitative interviews with your target audience.

Cheat Sheet

Behavioural Statement

Formulate a sharp behavioural challenge as the basis for your intervention design. Includes cheat card and worksheet for immediate use.

Cheat Card

System 1 & 2

Understand how people really think and decide. Includes a practical guide to applying System 1 in communication and behavioural design.

Guide

Prototyping Guide

Test your behavioural interventions quickly and cheaply before rolling them out. Step-by-step guide for lo-fi prototyping based on the Behavioural Design method.

Community

BD Club, Lifetime membership

10,000+ behavioural professionals. Monthly case calls, active community and free access to new templates and updates.

Certificate

EQAC-accredited certificate

Officially recognised by EQAC. Confirms your expertise in Behavioural Design. You also receive a digital version to share on LinkedIn.

Your trainers

Guided by experienced Behavioural Design consultants

Kirsten Kremer

Trainer & Consultant

Experienced trainer at the intersection of Behavioural Design, people & culture strategy and wellbeing programmes. Helps organisations understand and positively steer human behaviour.

Birgitta Vrins

Trainer & Consultant

Combines behavioural science with sustainability and healthcare. Specialist in sustainable change at individual, organisational and societal level.

Thijs Perquin

Product Designer & UX Strategist

Behaviour-focused innovator who translates behavioural science into smart, practical solutions. Helps teams innovate faster, smarter and more effectively.

Mylene Samuels

Trainer & Consultant

Founder of the Behavioural Design Circle at ABN AMRO. More than 25 years of marketing experience at the intersection of CX, proposition development and behaviour change.

What else do you want to know?

Everything you need to know

I don't work in marketing. Is this course for me?

Absolutely. Behavioural Design is for anyone who works with people. Our participants come from marketing, HR, policy, UX, product, sales, communications, healthcare and leadership. It's not about your job title, it's about whether you want to change behaviour.

Do I need prior knowledge of psychology or behavioural science?

No. The course starts at the fundamentals and builds systematically. Whether you're hearing about behavioural science for the first time or already have experience, the Influence Framework gives everyone a fresh, practical lens.

What is the difference between Live and Online?

The content is identical: same 11 modules, same tools, same certificate. The difference is the experience. Online, you work at your own pace (approx. 16 hours) with personal feedback on your case and lifetime access. Live, you work intensively for two days with up to 16 professionals in Amsterdam.

How exactly does the online version work?

You follow 33 lessons at your own pace, wherever and whenever suits you, while working on a behavioural challenge of your own. A trainer gives you personal feedback on every assignment. You get six months of access (plenty), the same toolkit with templates and cheat cards as the live edition, and you finish with a digital certificate.

Can I claim this through my employer?

Yes. The course is EQAC-accredited and you'll receive an official certificate. We invoice your company directly. Most participants claim it as professional development. Still need to win your manager over? Need to convince your manager first? Download “How to convince my boss” (pdf): seven persuasion principles plus a ready-made email you can forward straight away.

What does the course cost?

The live edition costs €1,490 ex VAT (two days in Amsterdam), the online edition €1,190 ex VAT (33 lessons, at your own pace). The course includes far more than two days of sessions. You also get a complete toolbox with templates, access to the BD × AI Guru (for ChatGPT, Claude, Copilot and Gemini), lifetime BD Club membership, and an EQAC certificate. Participants rate the course 9.3/10 and 98% recommend it.

What exactly do I walk away with?

The Influence Framework. The SWAC Tool. A Behavioural Design Toolbox with templates and cheat cards. The BD × AI Guru for direct AI support (as GPT, Claude Skill, Copilot Agent and Gemini Gem). An EQAC certificate. And lifetime BD Club membership.

Two days is a big commitment. Is it worth it?

Think about it this way: if the course helps you make just one campaign, product or proposal more effective, what's that worth? Participants rate the course 9.3/10 and 98% recommend it. Unable to attend? You can always send a colleague in your place, free of charge.

What if I cannot attend or need to cancel?

Unable to attend? You can always send a colleague in your place, free of charge. Get in touch via academy@sueamsterdam.com and we'll always find a solution. And with the online edition this never comes up: you start whenever you want.

Design behaviour change
that actually works.

What you can do after this course

Not for you if

From behavioural analysis to tested intervention, in two days