For whom → Product Management
Behavioural Design for Product Managers

Every product you build tries to do the same thing: change user behaviour.

Everything in product management runs on human behaviour. From the first onboarding screen to daily active use, the question is whether you can read, predict and design that behaviour. That is exactly what Behavioural Design teaches you.

View the Fundamentals Course → Does this sound familiar?
10.000+
trained
9.7/10
rating
EQAC
accredited
€1.190
from excl. VAT
Product managers during the Behavioural Design Fundamentals training at SUE Amsterdam
Familiar product challenges

"How do we get users to actually adopt the feature we spent months building?"

10.000+ professionals trained, including people from

Heineken ING Bank KPN Randstad Achmea Adyen Eneco ANWB Roche European Commission Gemeente Amsterdam DPG Media Sony eBay Heineken ING Bank KPN Randstad Achmea Adyen Eneco ANWB Roche European Commission Gemeente Amsterdam DPG Media Sony eBay
The core of the problem

Does this sound familiar?

Click on a situation you recognise.

01
The feature nobody uses
Your team spent months on it. Adoption is 4%. You wonder whether better communication will fix it. It won't.
02
The onboarding that drops off after day one
Users start enthusiastically and abandon after three steps. You have simplified the flow three times already. The problem is not the design, it is the invisible friction.
03
The research that still gets it wrong
Users said they wanted this. You built it. They do not use it. What people say they want and what they actually do are two fundamentally different things.
04
The habit your product never becomes
People try it, like it, and do not come back. A product that does not become a habit does not survive. Habits are designable, if you know how.
05
The roadmap that fails to convince
You know what the product needs. But stakeholders decide differently. Pitching insights only works when you understand which behavioural forces are driving their decision.
Behavioural Design
Behavioural Design is the missing layer.

There is an explanation for this.

Behavioural Design for product managers is the application of behavioural science to product development: from user research and feature design to onboarding and adoption. The method helps you understand why users do what they do, and how to design the product so that desired behaviour becomes the natural path.

1
96% of behaviour is automatic. Most product decisions address the conscious mind. Behavioural Design teaches you to read the unconscious, and design for it.
2
Six forces shape every behaviour. Goals, fears, habits, context, friction, and triggers. The Behavioural Design Method teaches you to recognise and use them to guide product behaviour.
3
Behaviour is designable. The Behavioural Design Method gives you a step-by-step process to change the product environment, not the user, so that desired behaviour becomes the default.
Read more about the Behavioural Design Method →
Behavioural Design × AI

What makes you an indispensable product manager in the age of AI?

Understanding why users behave the way they do is the one skill AI cannot replace.

The context

AI is transforming how product managers work, from data analysis to prototyping.

But AI only makes you more effective if you understand how people truly decide. Without that foundation, AI helps you build the wrong things faster. The technology amplifies what you already understand, not what you have yet to see.

Behavioural Design × AI

AI gives you speed. Behavioural Design gives you direction.

The product manager who understands behaviour gets more from AI than the one who only masters AI. The Deep Dive AI for Ideation & Prototyping teaches you both skills together.

Read our perspective on Behavioural Design and AI →
Why the SUE Behavioural Design Method

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

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

SUE Influence Framework
No academic theory , you work on your own product case during the training and leave with a concrete plan
Built on Kahneman, Cialdini and Thaler, scientifically grounded but accessible for practitioners
Proprietary method, the Influence Framework is taught nowhere else, featured in the #1 Management Book bestseller
16 years of experience, from Booking.com to KPN to ABN AMRO: the method is proven on the largest product challenges in Europe
Springest
9.7/10
★★★★★
Google
4.8/5
★★★★★
Bloomville
5.0/5
★★★★★
Certified by
EQAC accredited
What product managers say after the training

10.000+ professionals have taken a SUE Behavioural Design Training.

The product managers among them all share one thing: they see their work differently afterwards.

The best first step

Understanding behaviour is the skill that changes everything.

And the Behavioural Design Fundamentals is the training that teaches you that. In two days, or 33 online lessons, you learn the method that changes how you approach everything afterwards.

Behavioural Design Fundamentals training
Most popular
9.7/10
rating
EQAC
accredited
Max 16
participants
Behavioural Design Academy

Behavioural Design Fundamentals

You learn the full Influence Framework, the JTBD method, and all core Behavioural Design tools. You work on your own product case and leave with a concrete intervention plan you can apply the very next day.

Three ways to participate
Live in Amsterdam, 2 intensive days, max 16 participants Online self-paced, 33 lessons at your own pace With your team, in-company, at your location or in Amsterdam
View the Fundamentals → See start dates

Want to explore which format suits you best? Choose the format that fits →

How can you learn?

Choose the format that fits

Individual, with your team, or organisation-wide. All formats work on a real product challenge.

Individual product management training
For myself

Learn individually or go deeper. Live in Amsterdam or online at your own pace.

  • Fundamentals CourseLearn the full Influence Framework applied to your own product case
  • Deep Dive AI for Ideation & PrototypingBehavioural science and AI combined for better product decisions
  • Deep Dive 9+ Customer ExperienceDesign customer journeys that genuinely help users progress
Open enrolment trainings → See available start dates
Product team training
With my team

Train your product team together. In-company, at your location or in Amsterdam.

  • Behavioural Design SprintLearn behavioural thinking and apply it to your product challenge, 6 sessions in 3 months
  • Fundamentals for TeamsThe complete method in 2 intensive training days
  • Deep Dives in-companyA focused day on a product topic of your choice
See team trainings → Schedule a call
Organisation-wide learning journey
For my organisation

Embed behavioural thinking organisation-wide with a multi-month learning programme tailored to your context.

  • Learning JourneysTailored programme of 4-8 months, from €25.000
  • Influential Leadership TrackEmbedding behavioural thinking in leadership, 5 months
  • Culture change trajectoriesLong-term guidance on organisation-wide behaviour change
See Learning Journeys → Get in touch
After the training

What you do differently

Not abstract knowledge. Concrete changes in how you approach product challenges.

You analyse behaviour before you build

You use the Influence Framework as your starting point: what drives this user, what holds them back, which context helps them take the desired action?

You design context, not features

You know how to shape the product environment so that desired behaviour becomes the easiest path, not just the most communicated option.

You speak the language of behaviour

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

Frequently asked questions

One more thing

Most participants start without any prior knowledge. The training gives you the behavioural science you need, directly applied to your own product challenges. No academic theory, just practical insights you can use the very next day in your roadmap, onboarding, or feature prioritisation.

You learn the SUE Influence Framework: a method to analyse why users behave the way they do, and to make product decisions that actually drive behaviour change. During the training you work on your own product case, onboarding, feature adoption, or retention, and leave with a concrete strategy ready to apply.

Especially for experienced product managers this training is most valuable. You already have the intuition. The training gives you the scientific framework that explains why some products gain traction and others do not. Many participants say afterwards: I was already doing parts of this, now I finally understand why some features get adopted and others do not.

Deliberately a mixed group: product managers, UX designers, marketers, HR professionals, and managers. Maximum 16 participants. That mix is part of the value: you learn not just from the content, but from how people in different domains tackle comparable behavioural challenges.

Yes. We invoice to company name and the training is EQAC-accredited, which makes reimbursement straightforward. Contact us if you need a quote or supporting documentation for your request.

Start with the Fundamentals. It gives you the complete Behavioural Design framework: the Influence Framework, the JTBD method, and all core tools. The Deep Dive AI for Ideation & Prototyping builds on that with applications specific to product managers. Without the Fundamentals the Deep Dive lacks its foundation.

Ready to take the step? See the next available date or ask us a question.

View start dates → Ask a question

10.000+ professionals went before you · 9.7/10 rating · EQAC accredited

Further reading

Product Management & behavioural science: the most-read articles

1
Behavioural Design
Friction in Behavioural Design explained
 2
Behavioural science
Commitment devices explained
 3
Cognitive bias
The Sunk Cost Fallacy at work: how to make better product decisions
View all articles on Behavioural Design → 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
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Behavioural Design Fundamentals , 21 & 22 May 2026 5 spots remaining
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