For whom → L&D professionals
Behavioural design × AI training for L&D

Design learning that|

Everything you do as an L&D professional, from course design to leadership programmes to onboarding, is about changing behaviour. Most training changes what people know. Behavioural Design changes what people do. You learn the science behind lasting behaviour change, and how to design learning that actually transfers to the job.

Nine HR behaviour challenges → Or jump straight to our programmes →
10.000+
trained
9.3/10
rating
EQAC
accredited
€1.190
from excl. VAT
HR professionals during the Behavioural Design Fundamentals training at SUE Amsterdam

10,000+ professionals trained, including people from

Heineken ING Bank KPN Randstad Achmea Adyen Eneco ANWB Roche European Commission Gemeente Amsterdam DPG Media Sony ABN AMRO Booking.com Heineken ING Bank KPN Randstad Achmea Adyen Eneco ANWB Roche European Commission Gemeente Amsterdam DPG Media Sony ABN AMRO Booking.com
L&D is a behaviour profession

Every L&D professional runs into these behaviour challenges.

Programmes, modules, blended learning. Again and again: participants rate the training highly but change their behaviour rarely. The question is not whether you recognise this. The question is how you design past it.

01 · Transfer

Why does the high-rated training produce no behaviour change?

"Great day." Six months later, nothing has changed. Satisfaction and transfer are different metrics. Most L&D only measures the first.

02 · Leadership

Why does the leadership development programme not change how leaders lead?

The content is good. The facilitators are skilled. The leadership behaviour on Monday morning looks exactly the same as before. Context beats content.

03 · Wellbeing

Why does the wellbeing offering get low uptake?

It is available, it is free, it is well-designed. Participation stays low. The people who need it most are the last to use it.

04 · Change

Why does the change programme get buy-in but produce no behaviour change?

The workshops scored well. The commitment was there. Six months later, the old behaviour is back. Change is not a learning problem.

05 · ROI

How do I prove that learning investment delivers behaviour change?

Kirkpatrick Level 1 is easy. Level 3 and 4 are hard. Designing L&D for measurable behaviour change is a discipline most teams have not developed.

06 · E-learning

Why does 70% completion produce 10% application?

The platform is good, the content is solid, the completion rates are reported. What changed? Hard to say. Completion and application are not the same.

07 · Managers

Why do managers not apply what they learned in the training?

The programme was well-designed. In the daily work environment, none of it sticks. Application is a context design problem, not a learning problem.

08 · Talent

Why do top performers leave even after the talent programme?

The programme was competitive and well-designed. The high potentials felt valued. They still left. Talent retention is not a training problem.

09 · Culture

How do I build a learning culture when everything else is urgent?

Everyone agrees learning matters. Nobody creates time for it. A learning culture is a behaviour design challenge, not a communication challenge.

Why the SUE Behavioural Design method

Behavioural science made practical for professionals who are not behavioural experts.

Most behavioural science knowledge is locked in academic papers and consultancy reports. SUE built its own method, the Influence Framework, which translates that knowledge into a practical step-by-step process any HR professional can apply, without a scientific background.

Read: the SUE Influence Framework explained →
SUE Influence Framework
No academic theory — you work on your own HR case during the training and go home with a fully worked-out plan
Built on Kahneman, Cialdini and Thaler, scientifically grounded but accessible for practitioners
Our own method, the Influence Framework is not taught anywhere else, described in the #1 management bestseller
16 years of experience, from ING to Heineken to the Dutch Government: the method has been proven on the biggest HR challenges in the Netherlands
Springest
9.3/10
★★★★★
Google
4.8/5
★★★★★
Bloomville
5.0/5
★★★★★
Certified by
EQAC accredited
The ideal starting point

Three featured programmes for HR

Individually, with your whole team, or as self-study. Three formats in which you learn how to design behaviour in onboarding, retention, culture change and sustainable employability. Choose the format that fits your role, schedule and organisation.

Behavioural Design Fundamentals
Individual

Behavioural Design Fundamentals Course

The ideal choice if you want to acquire the skill yourself. You build a deep understanding of how people make decisions and learn how to apply those insights the next day in recruitment, retention or culture.

Live · 2 days · Amsterdam or online · own pace · certificate · AI inside
View training
Behavioural Design team training
Team Training

Behavioural Design Masterclass

Work as a team for one day on one HR challenge of your choice: onboarding, retention, psychological safety, culture change or sustainable employability. You go home with a concrete intervention you can test the following week.

1 day · at your location max 16 participants
View team training
Deep Dive Leading Change and Transformation
Online · Own pace

Deep Dive Leading Change & Transformation

For HR professionals who guide change processes. Learn why change stalls and how to get employee and manager behaviour on board, using proven behavioural science techniques.

Online · own pace certificate · AI inside
View online training
Our full range

Or browse all our trainings and programmes

In addition to the three featured trainings above, we have a broader range. Choose below the format that suits you. Every path leads to the same goal: designing behaviour change that works in learning transfer, leadership development and talent retention.

What L&D professionals say after the training

10.000+ professionals have followed a SUE Behavioural Design training.

The L&D professionals among them have one thing in common: afterwards they look at learning transfer, evaluation and behaviour change differently.

After the training

What L&D professionals do differently after the Behavioural Design training

Not abstract knowledge. Concrete changes in how you approach programme design, transfer and behaviour change.

You analyse behaviour before you design the learning intervention

You use the Influence Framework as your starting point: what drives these employees, what's holding them back, what context helps?

You design workplace context, not just HR communication

You shape the work environment so that the desired behaviour becomes the easiest choice, not just the most communicated one.

You speak the language of behaviour in L&D decisions

You share a common framework with your team: goals, anxieties, habits, context, friction, triggers. HR decisions become more concrete and better grounded.

Frequently asked questions

Frequently asked questions about Behavioural Design for HR

Most participants start without any prior knowledge. The training teaches you the behavioural science you need, linked directly to your own L&D practice. No academic theory for its own sake, just actionable insights you can apply the very next day in your programme design, onboarding or leadership development work.

You learn the SUE Influence Framework: a method for analysing why employees do what they do, and for designing HR interventions that genuinely work. You work on your own HR case during the training, such as onboarding, retention, culture change or wellbeing, and go home with a fully worked-out strategy you can apply the next day.

The training is most valuable for experienced L&D professionals. You've got the practical experience. The training gives you the scientific framework that backs up your intuition and sharpens your approach. Many participants say afterwards: I was already doing parts of this, but now I understand why some programmes work and others don't.

A deliberately mixed group: HR professionals, marketers, communication advisers, policymakers and leaders all together. Maximum 16 participants. That mix is what makes it valuable, because you learn not only from the content but also from how people in other sectors deal with similar behavioural challenges.

Yes. We invoice in the company name and the training is EQAC-accredited, which makes reimbursement easier. Get in touch if you need a quote or additional information for your request.

Start with the Fundamentals. That gives you the complete Behavioural Design framework: the Influence Framework, the JTBD method and all core tools. The Deep Dive L&D builds on that with learning-specific applications. Without the Fundamentals, the Deep Dive lacks its foundation.

The Fundamentals course is the broad foundational training: 2 days live (or 33 online lessons) in which you learn the complete Behavioural Design framework. After that, you can apply it to any L&D challenge. A Deep Dive training lasts 1 day and goes deep on one specific topic, such as behaviour transfer, programme design or learning culture. If you do both, the Fundamentals course is always the first step.

Yes. The Behavioural Design training is EQAC-certified, which makes reimbursement from employers easier. We invoice in the company name and provide a quote on request. The course is given in Amsterdam and online. Get in touch for personal advice on which training best fits your situation.

Ready to take the step? View the next start date or ask your question.

View start dates → Ask a question

10.000+ professionals have gone before you · 9.3/10 rating · EQAC accredited

Behavioural Design is the missing layer.

Why a well-intentioned HR policy doesn't automatically change behaviour

Behavioural Design for L&D professionals is the application of behavioural science to programme design, learning transfer, talent development and culture change. The method helps you understand why learners do or don't apply what they learn, and how to design the learning environment so that behaviour change actually follows.

1
96% of behaviour is automatic. Most HR interventions address the conscious mind: posters, e-learnings, wellbeing campaigns. The Behavioural Design Method teaches you to read the unconscious, and design for it.
2
Five forces shape every behaviour. Pains, gains, anxieties, comforts and jobs-to-be-done. The SUE Influence Framework teaches you to recognise them in employees, managers and candidates, and use them to influence HR decisions.
3
Behaviour is designable. The Behavioural Design Method gives you a step-by-step process for changing the work environment, not the person, so that ownership, engagement and sustainable employability become the natural default.
Read more about the Behavioural Design Method →
Personal advice

Would you prefer to discuss the options with us?

Book a no-obligation discovery call. Marjan will connect you with the right SUE specialist who can give you targeted advice based on experience with HR challenges.

Marjan Krom, Happiness and Hospitality Manager SUE
Marjan Krom
Happiness & Hospitality Manager
Email
academy@sueamsterdam.com
Phone
(+31) 20 223 46 26
Location
's-Gravenhekje 1a
1011 TG Amsterdam

Book a call

Choose a moment that suits you.

Further reading

L&D & behavioural science: the most-read articles

1
Training & learning
Soft skills training that sticks: Why the environment matters more than the training itself
 2
Leadership training
When leadership training doesn't work (and when it does)
 3
Behavioural science
Behavioural science consulting vs training: which does your organisation actually need?
 4
Leadership development
Leadership Development That Works: The Behavioural Science Behind It
 5
Team development
Team development: why team building isn't enough
 6
Employee wellbeing
Employee happiness: what it is and how to design it
 7
Change management
Engaging employees in change: five behavioural principles
 8
Motivation
Why your bonus policy destroys motivation
Read all articles on L&D and learning → The Art of Designing Behaviour
Book by Astrid Groenewegen
The Art of Designing Behaviour
The complete practical guide to using behavioural science to change what people do.
#1 Bestseller · The standard in behavioural design
Astrid Groenewegen
Astrid Groenewegen
Co-founder, SUE Behavioural Design
Weekly newsletter

1.5 minutes of Influence

Every week I notice something: a hospital sign, a supermarket shelf, a phrase in a meeting. Always something that shows exactly how context drives behaviour. I write it down. Every Thursday morning it lands in your inbox. In 90 seconds.

Read by 10,000+ professionals · Free · Unsubscribe any time

Next edition
Behavioural Design Fundamentals — 21 & 22 May 2026 5 spots remaining
Enrol now →