For who → UX designers

Behavioural Design for UX designers

Every interface you design tries to do the same thing: change behaviour.

Q: I don't know anything about behavioural science. 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, directly linked to your design work. No academic theory, just actionable insights you can apply the very next day in your wireframes, flows and user journeys.

Not improve usability. Not streamline flows. Change behaviour. The question is whether you understand how that works: what users really want, what holds them back, and how to design the environment so the desired behaviour follows naturally. That is exactly what Behavioural Design teaches you.

See the Fundamentals Course → Sound familiar?

10.000+

trained

9.7/10

rating

EQAC

accredited

€1.190

from excl. VAT

UX designers at the Behavioural Design Fundamentals training at SUE Amsterdam

Familiar UX challenges

"Why do users never choose the option we consider the best one?"

The core of the problem

Sound familiar?

Click on a situation you recognise.

The product users like but don't use

High satisfaction scores, low retention. Users say they love it. Then they disappear. What people say and what they do are two different things.

The onboarding 60% don't finish

You simplified the flow. Removed steps. Added animations. Users still drop off on day three. The barrier isn't in the interface, it's in the user's head.

The feature nobody discovers

Your best feature is two clicks away. Less than 8% of users find it. Not because it's hidden, but because people don't actively search, they respond to what they see.

The usability test that tells you nothing about real behaviour

In the lab, users complete the task perfectly. In production, they do something completely different. With an observer watching, System 2 takes over. At home, tired, with three other apps open, it's all System 1.

The design system missing the psychological layer

Consistent components, detailed design tokens, clear patterns. And still conversion doesn't work. Because design systems describe how something looks, not why people do anything.

Behavioural Design is the missing layer.

There's an explanation for this.

Behavioural Design for UX designers is the application of behavioural science to product development and user experience: from onboarding and adoption to recurring use and conversion. The method helps you understand why users do what they do, and how to design the environment so the desired behaviour becomes the natural choice.

96% of behaviour is automatic. Most design interventions address conscious thinking. The Behavioural Design Method teaches you to read the unconscious, and design for it.

Six forces determine every behaviour. Goals, fears, habits, context, friction and triggers. The Behavioural Design Method teaches you to recognise them and use them to influence user behaviour.

Behaviour is designable. The Behavioural Design Method gives you a step-by-step process to change the environment, not the user, so the desired behaviour becomes the natural path.

Behavioural Design × AI

What makes you an indispensable UX designer in the age of AI?

Understanding why people do what they do is the skill AI cannot replace.

The context

AI generates wireframes, writes code and analyses heatmaps. But it doesn't understand why a pattern works.

AI makes you faster. It doesn't make you wiser about human behaviour. Without that foundation, you use AI to prototype the wrong interventions faster. The technology amplifies what you already understand, not what you don't yet see.

Behavioural Design × AI

AI gives you speed. Behavioural Design gives you direction.

The UX designer who understands behaviour gets more from AI than the designer who only knows AI. You know which interventions are worth testing, and why. All SUE trainings include AI applications as standard.

See our perspective on Behavioural Design and AI →

Why the SUE Behavioural Design method

Behavioural science made practical for professionals who aren't behavioural scientists.

Most behavioural science knowledge is locked inside 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 UX designer can apply, without a scientific background.

No academic theory, you work on your own design case and leave with a concrete plan you can use the next day

Built on Kahneman, Cialdini and Thaler, scientifically grounded but accessible for practitioners

Proprietary method, the Influence Framework can't be learned anywhere else, described in the #1 Management Book bestseller

16 years of experience, from Booking.com to Heineken to Randstad: the method is proven on the largest design and behaviour challenges in Europe

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Certified by

What UX designers and product professionals say after training

10.000+ professionals have taken a SUE Behavioural Design training.

The UX designers and CX professionals among them share one thing: they look at their work differently afterwards.

A very interesting training. It gave me a lot of tangible and usable concepts to apply in my daily work. Inspiring, it really stimulated my curiosity to learn more. I was genuinely fascinated throughout both days.

Irene Schellekens

Customer Experience Expert · DPG Media

★★★★★

Two practical models I could apply straight away. What really struck me was learning how to use the theory for both communication and the innovation of new products and services. Tom is a fantastic trainer.

Marjolein Broekhuisen

CX Professional · KPN

★★★★★

I chose to attend the Behavioural Design Academy instead of going to Hyper Island or SXSW. I was not disappointed. Over two days my eyes were opened. A new way of thinking, with the feeling that the possibilities of this knowledge are unlimited.

Jeroen De Bock

Digital Project Manager · Mortierbrigade

★★★★★

With so much knowledge available out there, I needed a structured method. SUE built a user-friendly framework that captures all the key behavioural insights. Learnt an enormous amount, and it was fun too.

Tjeerd Machielsen

Lead Designer · ISAAC Software Solutions

★★★★★

An enormously inspiring training that pushes you to think even more from the perspective of the target audience. Thanks to the Influence Framework, the Job To Be Done stays central and you learn to remove anxieties. I can't wait to put this method into practice!

Paul Reuvers

UX Designer

★★★★★

An inspiring two-day training with plenty of room for questions and personal guidance. Great mix of theory and practice with surprising examples. Gives you a lot of tools to apply in your daily work.

Bob Coppieters

UX Strategist

★★★★★

Intensive behavioural design training. Even if you're already familiar with influence principles, you learn exactly when and how to apply them for maximum results.

Laurens Haan

UX Designer

★★★★★

Incredibly educational days that flew by. I can't wait to share my enthusiasm and inspiration with my colleagues.

Léonie de Ruiter

Product design Lead

★★★★★

The behavioural design training let me see the world from different perspectives. I'm so glad I had this chance and look forward to using these skills in my design work.

Sofia Aquino Gomez

UX Designer

★★★★★

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

You learn the complete Influence Framework, the JTBD method and all core tools of Behavioural Design. You work on your own design case, onboarding, adoption or user behaviour, and leave with a concrete intervention plan you can apply the following day.

Three ways to take it

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

See the Fundamentals → See start dates

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

After the training

What you do differently

No abstract knowledge. Concrete changes in how you approach design challenges.

You analyse before you design

You use the Influence Framework as your starting point: what drives these users, what holds them back, what context helps or blocks?

You design context, not pixels

You shape the environment so the desired behaviour becomes the easiest choice, not the most communicated option.

You speak the language of behaviour

You share a framework with product, development and business: goals, fears, friction, triggers. design decisions become more grounded and persuasive.

Frequently asked questions

One more thing

Most participants start without any prior knowledge, and that's exactly the point. The training teaches you the behavioural science you need, directly linked to your design work. No academic theory, just actionable insights you can apply the very next day in your wireframes, flows and user journeys.

You learn the SUE Influence Framework: a method to analyse why users do what they do, and to design interventions that genuinely work. You work on your own case during the training, onboarding, adoption, conversion or user behaviour, and go home with a concrete strategy you can apply the following day.

This is most valuable precisely for experienced designers. You have the practical experience. The training gives you the scientific framework that validates your intuition and sharpens your approach. Many participants say afterwards: I was already doing parts of this intuitively, but now I finally understand why certain patterns work and others don't.

You're deliberately placed in a mixed group: UX designers, product managers, marketers, communication professionals and HR specialists side by side. Maximum 16 participants. That mix is what makes it valuable, you learn not only from the content, but also from how people in other disciplines approach similar behavioural challenges.

Yes. We invoice to company name and the training is EQAC-accredited, which makes reimbursement straightforward. Get in touch if you need a quote or additional information 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 9+ Customer Experience builds on that with specific applications to customer experience and product design. Without the Fundamentals, the Deep Dive lacks its foundation.

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 · 9.7/10 rating · EQAC accredited

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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

Co-founder, SUE Behavioural Design

Weekly newsletter

1.5 minutes of Influence

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