For whom → product managers
Behavioural design × AI training for product managers

Design products that|

Every product you build, every feature you ship, every flow you design — it all depends on human behaviour. Most product teams optimise for usability. Behavioural Design goes further: you learn why people do what they do, and how to design the product experience so the right behaviour becomes the natural default.

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
Product management is a behaviour profession

Every product manager runs into these behaviour challenges.

Features, onboarding, retention, roadmaps. Again and again: users understand the product but don't use it the way you intended. The question is not whether you recognise this. The question is how you design past it.

01 · Usage

Why does nobody use the feature you built?

It tested well in the prototype. Users said they wanted it. In the product, nobody uses it. Stated preference and actual behaviour are different things.

02 · Onboarding

Why does onboarding drop off after day one?

Sign-up is smooth. The first session looks good. Day two: most users are gone. The habit loop you need to create does not form in one session.

03 · Research

Why does customer research still get it wrong?

The interviews were thorough. The findings were clear. The feature failed. People cannot reliably predict their own future behaviour in a research context.

04 · Habit

Why does your product never become a daily habit?

Users like it, they come back occasionally, they never make it a routine. The gap between occasional use and habit is a design problem most roadmaps ignore.

05 · Roadmap

Why does the roadmap fail to convince stakeholders?

The prioritisation is sound. The data is solid. The discussion still goes off-track. A roadmap is not a rational document. It is a persuasion challenge.

06 · A/B testing

Why does the A/B test win in isolation but lose in context?

Variant B won by a clear margin. After rollout, the metric did not improve. Test contexts are not real-world decision environments.

07 · Metrics

Why does the metric improve while user satisfaction drops?

The KPI is green. Users are complaining. Optimising for the metric is not the same as designing for the behaviour that matters.

08 · Activation

How do I get users to come back after the first session?

Acquisition is working. Activation is not. The gap between installing and using is a behaviour gap, not a feature gap.

09 · Feature request

How do I decide which user requests actually reflect real behaviour needs?

The backlog is full of user requests. Most of them describe symptoms, not causes. Behavioural analysis separates the two.

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 user behaviour that works across onboarding, activation, habit formation and retention.

What product managers say after the training

10.000+ professionals have followed a SUE Behavioural Design training.

The product managers among them have one thing in common: afterwards they look at user behaviour, features and adoption differently.

After the training

What product managers do differently after the Behavioural Design training

Not abstract knowledge. Concrete changes in how you approach user behaviour, onboarding and product adoption.

You analyse user behaviour before you design the feature or 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 product 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 product practice. No academic theory for its own sake, just actionable insights you can apply the very next day in your activation, retention or onboarding 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 product managers. 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 features get used 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 Product builds on that with product-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 product challenge. A Deep Dive training lasts 1 day and goes deep on one specific topic, such as activation, habit design or reducing churn. 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 product managers is the application of behavioural science to user behaviour, onboarding, activation, retention and product adoption. The method helps you understand why users do what they do, and how to design the product environment so that the desired behaviour becomes the natural default.

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

Product management & behavioural science: the most-read articles

1
Customer behaviour
Jobs-to-be-done explained: Why people really buy
 2
Choice architecture
What is choice architecture? Definition, examples & principles
 3
UX design
What is a dark pattern? Deceptive UX explained with examples
 4
Behavioural design
Friction in Behavioural Design explained: Good friction, bad friction & sludge
 5
Nudging
Defaults explained: The most powerful tool in Behavioural Design
 6
Influence
The SUE Influence Framework explained
 7
Method
Behavioural Design vs UX research: Two lenses on the same problem
 8
Method
Behavioural Design vs design thinking: What's the difference?
Read all articles on product management & behavioural science → 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 →