Behavioural Design Training for Change Management

Who is this for?

Change Managers You're leading programmes with a solid plan, but people aren't moving enough. You want to know how to turn resistance into lasting behavioural change.

Organisational Consultants You advise on structure and strategy, but the real problem is always behaviour. You're looking for a method to design interventions that actually stick.

HR Professionals in Change Roles You're responsible for culture change or the adoption of new policies. You want to understand why people fall back into old habits.

Programme Managers You're steering large transformations and notice that the human side is always the bottleneck. You want to embed behavioural insight structurally in your approach.

Behavioural Design × AI: the combination that gives you the edge

Three quarters of all change programmes fail not because of a bad plan, but because behaviour doesn't change. When you understand how people really make decisions, you design interventions that don't just work for the first week. A proven method grounded in behavioural science, amplified with AI. The difference is never in the technology. It's in the people.

BD x AI Guru tool used for Behavioural Design change management training

Understand why people resist change You get a lens that reveals how decisions really happen, beyond the rational explanations. You'll finally understand what's truly going on with your employees or stakeholders.

A proven method to make change stick You learn the psychological principles behind lasting behavioural change. You get a systematic approach that works, regardless of the type of transformation. You're no longer dependent on voluntary buy-in.

Design interventions that turn resistance into movement With the SWAC Tool you translate behavioural insights into concrete interventions that make the new behaviour accessible and appealing. Change no longer depends on persuasion alone.

Become AI-native as a change professional You learn to brief AI with behavioural insights and get your own BD × AI Guru: as a GPT, Claude Skill, Copilot Agent and Gemini Gem. AI becomes woven into how you design and lead change programmes.

Behavioural science

The power of AI

Change that sticks

What the training gets you

What you do differently
after the training

Four shifts that change professionals name time and again after the training.

You diagnose resistance as a behaviour problem, not a people problem

You stop trying to convince people and start changing the context. You learn to see which barriers are blocking the new behaviour and which triggers make it more appealing. You design interventions that work, even without buy-in as a starting point.

Change professional analysing behavioural barriers in a change programme

You design interventions that change behaviour, not just attitude

You know that people want to change but still fall back. With the SWAC Tool you learn to bridge the gap between wanting and doing. Your change plan won't get stranded at the intention-behaviour gap.

Change manager designing a behavioural intervention with the SWAC Tool

You build higher adoption rates with less effort

You set up the environment so the new behaviour becomes the easiest choice. You use defaults, social norms and timing. Change doesn't depend on motivation alone — it depends on a cleverly designed context.

High adoption through behavioural design in a change programme

You combine BD + AI for faster, sharper change plans

With behavioural frameworks as your foundation you prompt AI with precision. You know which behavioural data is relevant and how to translate it into interventions. The result: stronger change plans in less time, grounded in behavioural science.

Change professional combining Behavioural Design and AI for more effective programmes

Ready to get started?

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Results

What participants say about the Behavioural Design training

"At the Academy you learn a lot about behavioural change and how to apply it in a short period of time. The training flew by and was very well put together. Amazing how complicated material comes to life in a fun and interactive course! I am definitely going to apply it in my work and explore it further."

Alina Chakh

Change & Transformation Consultant · ABN AMRO

★×5

"The mix of theory and practice worked well. The summary and take-away moments of each chapter helped. I liked that you could immediately apply the material in practice. I have no points for improvement. One of the best trainings ever!"

Ruth de Groot

Learning & Development Lead · Allen & Overy

★×5

"As a psychologist I've been mesmerised by behavioural science for a long time. But never before had I found a method to actually use these principles to change behaviour effectively and sustainably. SUE offers practical and highly useful mental models and a framework that will help me nudge organisations towards healthy, active and motivated employees!"

Lori Buma

Consultant · Inhealth

★×5

"The BDA provides a great structure to apply behavioural insights into real world applications. Jorn was fantastic at creating an open atmosphere in which to truly understand how people think and what can be done to influence their behaviour."

James Salisbury

Innovation Consultant · Innovia Technology

★×5

"I have learned many new insights that I can implement in our marketing strategies but also in other areas like teambuilding and the organisation. The BDA is perfect for anyone who wants to know what really moves people and how to tap into that knowledge to persuade others. Brilliant 2-day experience!"

Karin Müller

Co-Director · Ashoka

★×5

"The Fundamentals Course gave me exactly what I hoped for: a pile of inspiration and a practical framework to apply my knowledge of behavioural science in a practical way. The opportunities are abundant if you start working with it!"

Miranda Zwartjens

Innovation Lead · Unravels Consultancy

★×5

"SUE provided me with important insights into the way we can adapt to the behaviour of our clients. I take this with me into future projects to ensure we get a more effective reach. The current programme delivered a tangible product on which we can build further."

Jonathan Mortelmans

Department Lead Social Assistance · City of Antwerp

★×5

"The BDA gave me more insights into behaviour that is also seen in the workplace. It taught me to see things differently and made me aware that we can make a big impact on behaviour with small things. I can recommend the BDA for everyone."

Raf Scroyen

Manager People & Organization · iChoosr

★×5

"The workshop was consistent and fun. Astrid really knows the concept and tools. I really liked the combination of design thinking and behavioural psychology and I'm bringing back to Brazil new tools to grow my business and create more value for my clients."

Arthur Ranieri

Partner · Atma Genus (Brazil)

★×5

For your manager

What your manager wants to know

Need to convince your manager? Here's what concretely changes:

Higher adoption rates

Change programmes designed with behavioural science consistently achieve higher adoption rates. Not because people are more motivated, but because the new behaviour has been made easier than the old one.

Less resistance, more movement

Resistance is rarely personal. It's a sign that the context doesn't yet support the new behaviour. Employees who take this training learn to diagnose and remove resistance rather than push against it.

A stronger business case for change

Behavioural insights make change plans more concrete and measurable. Your employee learns to underpin changes with data on human behaviour, which makes it easier to build internal buy-in and secure budget approval.

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Frequently asked questions

We think you'll want to know this

I don't know anything about psychology. Is this still right for me?

Most participants start without any prior knowledge, and that's exactly the point. The training teaches you the behavioural science you need, linked directly to your own change practice. No academic theory for theory's sake, just actionable insights you can apply the very next day in your change programmes.

I lead change programmes. What does this training actually do for my work?

Change managers are one of the biggest groups in our courses. The method gives you a scientific foundation for interventions you currently make on instinct: which barrier do you remove, which trigger do you activate, how do you design an environment that supports the new behaviour. Your change programmes become measurably more effective.

I've been working in change management for years. Will I still learn something new?

The training is most valuable for experienced change professionals. You've got the practical experience. The training gives you the scientific framework that underpins and sharpens your intuition. Many participants say afterwards: "I was already doing some of this, but now I finally understand why it sometimes doesn't work."

Who else will be in the group?

You're deliberately placed in a mixed group, with professionals from all kinds of sectors and disciplines. Change managers, HR professionals, communication advisers, policy makers and leaders sit together. A maximum of 16 participants per group. That mix is what makes the training so valuable: you don't just learn from the content, but also from how people in other sectors tackle the same challenges.

Where do I start: Fundamentals or Advanced?

Start with the Fundamentals. It gives you the complete Behavioural Design framework: the Influence Framework, the JTBD method and all the core tools. The Advanced Course builds on that with deeper persuasion psychology and framing techniques. Without the Fundamentals, the Advanced is missing its foundation.

Can I expense this with my employer?

Yes. We invoice on your company name and the training is EQAC-accredited, which makes expensing it straightforward. The 'For your manager' section above gives you the business arguments you can use in your request.

What do I take away from the training?

You go home with a complete Behavioural Design Toolkit: the SUE Influence Framework Canvas, the JTBD method, cheat cards for CAN, WANT and AGAIN interventions, the Behavioural Interview Guide, Behavioural Statement worksheet, System 1 and 2 guide and the Prototyping Guide. You also get lifetime access to the BD Club, the BD x AI Guru and an EQAC-accredited certificate. At the live training there's also a follow-up session after 6 weeks.

Ready to transform your change programmes with behavioural science?

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Rated 9.7/10 · 10,000+ professionals trained · max. 16 participants per group

Design change programmes that genuinely change behaviour.

Behavioural Design × AI: the combination that gives you the edge

Choose the path that suits you

What you do differently
after the training

You diagnose resistance as a behaviour problem, not a people problem

You design interventions that change behaviour, not just attitude

You build higher adoption rates with less effort

You combine BD + AI for faster, sharper change plans

What participants say about the Behavioural Design training

What your manager wants to know

Higher adoption rates

Less resistance, more movement

A stronger business case for change

We think you'll want to know this

Building buy-in from people who see it differently

Insights for change professionals

Why informing people doesn't work (and what does)

Change communication that works: beyond informing

Behaviour change in organisations: why three quarters fail

Design change programmes that genuinely change behaviour.

Behavioural Design × AI: the combination that gives you the edge

Choose the path that suits you

What you do differently after the training

You diagnose resistance as a behaviour problem, not a people problem

You design interventions that change behaviour, not just attitude

You build higher adoption rates with less effort

You combine BD + AI for faster, sharper change plans

What participants say about the Behavioural Design training

What your manager wants to know

Higher adoption rates

Less resistance, more movement

A stronger business case for change

We think you'll want to know this

Building buy-in from people who see it differently

See what others overlook

Insights for change professionals

Why informing people doesn't work (and what does)

Change communication that works: beyond informing

Behaviour change in organisations: why three quarters fail

What you do differently
after the training