For whom → UX designers
Behavioural design × AI training for UX designers

Design interfaces that|

Every interface you design, every flow you prototype, every feature you ship — it all depends on whether people actually change their behaviour. Most UX work optimises for usability. Behavioural Design goes further: you learn why people do what they do, and how to design so the right action 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
UX design is a behaviour profession

Every UX designer runs into these behaviour challenges.

Flows, interfaces, onboarding, features. Again and again: the design is usable but behaviour does not change. The question is not whether you recognise this. The question is how you design past it.

01 · Usage

Why do users like the product but not use it?

"Love the design." "Really useful." "I should use it more." They don't. Liking and using are different things. Usage requires a habit loop, not a good review.

02 · Onboarding

Why does 60% of onboarding never get finished?

Every step is tested and optimised. Still, most users drop off before they ever get value. The onboarding is designed for completion. It should be designed for behaviour.

03 · Discovery

Why does nobody discover the best feature?

The feature is there. The documentation is clear. Analytics show almost nobody finds it. Discoverability is a behaviour design problem, not an information architecture problem.

04 · Research

Why does the usability test tell you nothing about real behaviour?

The test participants complete the task. In real use, nobody does. Test contexts are not decision environments. Behavioural research is different from usability research.

05 · Design system

Why does the design system miss the psychological layer?

Components, tokens, patterns. But nothing about the cognitive load, the default effects, the friction that shapes what users actually do. The system is technically complete and behaviourally incomplete.

06 · Drop-off

Why does the analytics show a drop-off you cannot explain?

Users fall away at a specific point. The flow is clear and tested. The barrier is not visible in the design. It is invisible in the context.

07 · Habits

How do I trigger the habit loop your product needs to become daily?

Occasional use is not the goal. Habit is. Designing a trigger, routine and reward into a product is a specific skill that most UX practice does not teach.

08 · Friction

Why does the friction that feels small in testing create churn in the real world?

The click costs nothing in a test. In real life, at 6pm, it costs everything. Context changes the weight of friction. Designing for context requires a different approach.

09 · Wrong use

Why do users consistently use the feature in the wrong way?

Not one user, not a handful: systematically, consistently wrong. This is not a user problem. It is a design problem. The mental model was never formed.

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, habit formation, conversion and retention.

What UX designers say after the training

10.000+ professionals have followed a SUE Behavioural Design training.

The UX designers among them have one thing in common: afterwards they look at user behaviour, friction and habit design differently.

After the training

What UX designers do differently after the Behavioural Design training

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

You analyse user behaviour before you design the interface

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 UX 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 UX practice. No academic theory for its own sake, just actionable insights you can apply the very next day in your interface design, onboarding flows or retention 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 UX designers. 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 flows 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 UX builds on that with design-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 UX challenge. A Deep Dive training lasts 1 day and goes deep on one specific topic, such as habit design, onboarding flows or reducing drop-off. 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 UX designers is the application of behavioural science to interface design, user onboarding, habit formation, conversion and retention. 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

UX design & behavioural science: the most-read articles

1
Method
Behavioural Design vs UX research: Two lenses on the same problem
 2
UX design
What is a dark pattern? Deceptive UX explained with examples
 3
Choice architecture
What is choice architecture? Definition, examples & principles
 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
Customer behaviour
Jobs-to-be-done explained: Why people really buy
 7
UX design
Chunking explained: Why less information leads to better decisions
 8
Influence
The SUE Influence Framework explained
Read all articles on UX design & 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.

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