Behavioural Design Fundamentals Course

The method for getting people to act. In two days.

You build a deep understanding of how people actually make decisions and learn how to use AI to apply those insights in every project. Applied to a recognisable behavioural challenge, with frameworks you can use the next day.

Perfect for

Marketing Communications HR Leadership / Managers UX design Product management Government Sales Change management Sustainability
Book your place now

Start online now →

Participants during the Behavioural Design Fundamentals Course
Heineken ING Bank KPN Eneco ANWB Randstad Amnesty International Roche Adyen European Commission Centraal Beheer Achmea DPG Media Gemeente Amsterdam Rijkswaterstaat Sony eBay CZ Heineken ING Bank KPN Eneco ANWB Randstad Amnesty International Roche Adyen European Commission Centraal Beheer Achmea DPG Media Gemeente Amsterdam Rijkswaterstaat Sony eBay CZ
Is this training for you?

Sound familiar?

You launch a campaign with all the right arguments. But nothing changes.

Turn over →

You'll learn to design behaviour, not just persuade. The Influence Framework shows you what truly holds people back, and how to design interventions that actually work.

You roll out a new system or policy. Adoption stalls.

Turn over →

You'll learn to map the psychological barriers blocking adoption, and design interventions that remove them, one by one.

You advise, present, build the case. But people still don't act.

Turn over →

You'll learn to close the gap between knowing and doing, with concrete tools that turn insight into action.

You've got data and insights, but no idea how to turn them into behaviour change.

Turn over →

You'll learn to translate insights into proven interventions, step by step, with a method you can apply again and again.

You know behaviour isn't rational. But you don't have a method to work with that.

Turn over →

You'll learn to test what works and what doesn't, fast. Less pushing, more designing.

Everyone's talking about AI. But you're not sure how it makes you better at what you do.

Turn over →

You'll learn to combine behavioural science with AI, so you bring depth that no algorithm can replace.

The Behavioural Design Fundamentals Course gives you the framework, tools and AI to solve all of this.

How do you want to learn?

One programme, two ways to learn

Start online today at your own pace, or join us live in Amsterdam for maximum interaction.

Both editions
Same method & downloads
AI Inside & SUE Guru GPT
EQAC certificate
BD Club access
Personal coaching
Online Self-Paced Course
Online Self-Paced

33 lessons · start immediately

Work on your own case, in your own context. With personal feedback on every assignment.

  • Personal coach on all your assignments
  • Lifetime access
  • Start whenever it suits you
€1,190 excl. VAT p.p.
Start now →
Live training Amsterdam
Live in Amsterdam

2 days · max. 16 participants

Work together on a shared case, with a live trainer and peers in the room.

  • Live trainer & like-minded professionals
  • 2 intensive days in Amsterdam
  • Two start dates per month
€1,490 excl. VAT p.p.
View dates & enrol →
Google 4.8/5 Bloomville 5 stars Springest EQAC accredited

Behavioural Design × AI: The human edge in the age of AI

AI is fast. But speed without human insight is just noise. When you understand how people really decide, you brief AI better, design sharper interventions, and deliver work that actually lands. That's what this course teaches you. A practical method grounded in the latest behavioural science, amplified by AI. The difference is never the technology. It's the people.

Understand why people don't do what they say You'll gain a lens that reveals how decisions are really made, beyond rational explanations. Finally understand what's truly going on with your audience.
A proven method to influence choices and behaviour You'll learn the 7 forces of influence. A systematic approach that works regardless of your role or sector. No more relying on gut feeling.
Design interventions that actually work The SWAC Tool turns insights into concrete solutions. No more proposals dismissed as ‘nice idea, but…’
Become AI-native as a professional Learn to brief AI with behavioural insight and get your own BD × AI Guru, available as GPT, Claude Skill, Copilot Agent and Gemini Gem. AI becomes part of how you think, work and create value. Not an extra step. A natural part of your workflow.
Behavioural science Behavioural science
+
Power of AI Power of AI
=
Professionele superkracht Professional superpower
What will you learn?

A course that permanently changes how you see the world

Powered with AI

No theory to file away. You'll learn to see what you never noticed before: the invisible forces that drive behaviour. And you'll apply it immediately to a real case. You'll leave with a complete toolkit and the ability to crack challenges you used to think were unsolvable.

10.000+ Professionals trained
45+ Countries
9.7/10 Average rating
15 years Experience
Deelnemers werken met het SUE Influence Framework
Day 1

Diagnose

People rarely do what they say. There's a reason for that. On day 1 you'll learn how decisions are really made, which hidden psychological forces block or accelerate behaviour, and how to surface those forces systematically.

  • 01What is Behavioural Design?
  • 02How do people really make decisions?
  • 03What forces stand between current and desired behaviour?
  • 04How do you surface behavioural insights?
  • 05The ‘Moments that Matter’
You'll apply the theory to a real case in teams. Learning by doing.
Day 2

Intervention

Now you design. You'll create behavioural interventions that actually work, test them quickly, and present your solution. You'll walk away with your certificate and a complete toolkit full of templates.

  • 06How do you design interventions for behaviour change?
  • 07How do you increase capacity for change?
  • 08How do you increase willingness to change?
  • 09How do you trigger behaviour sustainably?
  • 10How do you quickly test what works?
  • 11The Behavioural Design solution and certification
You'll leave with a complete toolkit of templates & tools, plus exclusive access to the SUE Guru GPT, your personal AI mentor.
Behavioural Design toolkit materialen, templates en tools
Ready to get started? View dates and enrol →

Prefer to learn online? The same method, the same framework, the same tools, spread across 33 lessons you complete at your own pace, with personal feedback from a trainer. Enrol now

Brochure Behavioural Design Fundamentals Course
The programme in detail

Want to explore the full programme in detail?

Download our brochure and discover all modules, learning objectives, practical information and everything about SUE.

You will receive the brochure immediately. No spam, unsubscribe at any time.

Your trainers

Guided by experienced Behavioural Design consultants

Kirsten Kremer, trainer SUE Behavioural Design

Kirsten Kremer

Trainer & Consultant

Experienced trainer at the intersection of Behavioural Design, people & culture strategy and wellbeing programmes. Helps organisations understand and positively steer human behaviour.

Birgitta Vrins, trainer SUE Behavioural Design

Birgitta Vrins

Trainer & Consultant

Combines behavioural science with sustainability and healthcare. Specialist in sustainable change at individual, organisational and societal level.

Thijs Perquin, trainer SUE Behavioural Design

Thijs Perquin

Product Designer & UX Strategist

Behaviour-focused innovator who translates behavioural science into smart, practical solutions. Helps teams innovate faster, smarter and more effectively.

Mylene Samuels, trainer SUE Behavioural Design

Mylene Samuels

Trainer & Consultant

Founder of the Behavioural Design Circle at ABN AMRO. More than 25 years of marketing experience at the intersection of CX, proposition development and behaviour change.

What participants say

These professionals went before you

10,000+ professionals have attended our courses. Here is what they say.

EQAC Certificate Behavioural Design

9.7/10 · EQAC Certified

I loved the dynamic of the course: exactly the right amount of theory, but above all focused on how to apply it every day. The SUE team made me feel right at home!
Alex Conceiro
Alex Conceiro
UX Designer • Iberdrola
★★★★★
Brilliant programme! Good balance between theory and practice. A solid pace, yet easy to follow.
Alexander Bindels
Alexander Bindels
Digital Project Expert • Roche
★★★★★
I cannot wait to share these new insights with my colleagues. The concepts of gains, pains, anxieties and comforts stuck with me immediately.
Alice Gaillard
Alice Gaillard
Management Consultant • Hedera
★★★★★
Remarkable how complex material comes to life in a fun and interactive training. The two days flew by and everything was put together excellently.
Alina Chakh
Alina Chakh
Change & Transformation Consultant • ABN AMRO
★★★★★
Wonderful to do this training with people from outside your own organisation. Great mix of theory and practice, and a lovely pace across the two days.
Angela van der Velden
Angela van der Velden
Strategist • Greenhouse
★★★★★
A great series you want to binge-watch in two days, and one that has a lifelong influence on how you look at the world.
Angelique van 't Veer
Angelique van 't Veer
Visual Designer • Infento
★★★★★
Inspiring and relatable. The training is suitable for anyone with an interest in human behaviour , regardless of your field or role.
Anita Korevaar
Anita Korevaar
Service Advisor • Municipality of The Hague
★★★★★
I learned to truly gain insight into pains, gains, comforts and anxieties. A wonderful pace with lots of humour and a great balance between theory and doing.
Anjo van de Ven
Anjo van de Ven
Council Member • Municipality of Alkmaar
★★★★★
After the training I can truly apply the psychological techniques of Behavioural Design in my daily work.
Anke van Dalfsen
Anke van Dalfsen
Marketing & Communications • Rabobank
★★★★★
What a great and enjoyable training. Ideas kept coming up about how to apply it in your own work.
Annelies Elsendoorn
Annelies Elsendoorn
Communications Advisor • Dutch Mammal Society
★★★★★
More than a course

Your practical Behavioural Design Toolkit

You'll take home tools, frameworks and an AI expert that stay with you forever. Free for every participant.

Behavioural Design Toolkit

Frameworks, cheat cards & canvases

Ready to use in your work from day one. The method, tools and shortcut cards to get results fast.

Frameworks
Templates
Cheat Cards
Free for participants
Behavioural Design Toolkit materialen
Framework + Canvas

SUE Influence Framework Canvas

The tool that surfaces the forces between current and desired behaviour.

SUE Influence Framework Influence Canvas
Cheat Card

CAN Interventions

Overview of the most effective interventions to make behaviour easier. Directly applicable to your behavioural challenges.

CAN Interventions deel 1 CAN Interventions deel 2
Cheat Card

WANT Interventions

Overview of the most effective interventions to increase motivation. Directly applicable to your behavioural challenges.

WANT Interventions deel 1 WANT Interventions deel 2
Cheat Card

AGAIN Principles

The principles for lasting behaviour change, concisely summarised. Includes a worksheet to design AGAIN strategies for your case.

AGAIN Principes deel 1 AGAIN Principes deel 2
Canvas + Cheat Sheet

Jobs-to-be-Done Canvas + Cheat Sheet

Discover the real motivations behind choices. Map the functional, emotional and social 'jobs' of your target audience.

JTBD Canvas JTBD Cheat Sheet
Guide

Behavioural Interview Guide

Gather in-depth behavioural insights with the right questions. Step-by-step plan and questionnaire for qualitative interviews with your target audience.

Interview Guide deel 1 Interview Guide deel 2
Cheat Sheet

Behavioural Statement

Formulate a sharp behavioural challenge as the basis for your intervention design. Includes cheat card and worksheet for immediate use.

Behavioural Statement deel 1 Behavioural Statement deel 2
Cheat Card

System 1 & 2

Understand how people really think and decide. Includes a practical guide to applying System 1 in communication and behavioural design.

System 1 en 2 deel 1 System 1 en 2 deel 2
Guide

Prototyping Guide

Test your behavioural interventions quickly and cheaply before rolling them out. Step-by-step guide for lo-fi prototyping based on the Behavioural Design method.

Prototyping Guide deel 1 Prototyping Guide deel 2
Community

BD Club, Lifetime membership

10,000+ behavioural professionals. Monthly case calls, active community and free access to new templates and updates.

BD Club
Certificate

EQAC-accredited certificate

Officially recognised by EQAC. Confirms your expertise in Behavioural Design. You also receive a digital version to share on LinkedIn.

EQAC Certificaat
+
BD × AI Guru

The SUE Behavioural Design AI Guru, free and unlimited

After the training you get unlimited free access to your own AI expert, trained on the complete Behavioural Design framework. Regardless of which AI platform you use: you have a personal expert 24/7 as your:

Mentor Sparring partner Designer Researcher Tester Reviewer

“A total game changer for my daily work.”

“Like suddenly getting magical superpowers.”

“I am blown away by the Guru every single day.”

SUE Behavioural Design AI Guru
ChatGPT GPT
Claude Skill
Copilot Agent
Gemini Gem
BD Framework
×
AI Platform
=
Your professional edge
+
SUE | Behavioural Design Club

Don't just learn once, keep growing in a club of impact makers

  • Monthly exclusive events: from expert sessions and workshops to hackathons and networking drinks
  • Continuous learning: Webinars, Q&As and masterclasses that keep your knowledge current
  • Professional network: connect with like-minded professionals across sectors
  • Practical exchange: share cases, get feedback and learn from each other's experience
  • Early access: be the first to access new tools and methodologies
SUE Behavioural Design Club event SUE Behavioural Design Club community SUE Behavioural Design Club virtueel
Automatically included, for every alumnus, for ever, free of charge
A glimpse of SUE

We'd love to welcome you

Presentation of a behavioural intervention to the group
Engaged participant during the training
Group applauding after a presentation
Participants collaborating on a case
Deep dive during the Fundamentals Course
Group at table with Behavioural Design materials
Informal conversation during the break
Participants in active discussion
Energetic learning environment at SUE Amsterdam
Participant working on an intervention design
Participant in conversation during the training
The interior of the SUE training venue in Amsterdam
Closing session of the training day
Frequently asked questions

Everything you need to know

Absolutely. Behavioural Design is for anyone who works with people. Our participants come from marketing, HR, policy, UX, product, sales, communications, healthcare and leadership. It's not about your job title, it's about whether you want to change behaviour.

No. The course starts at the fundamentals and builds systematically. Whether you're hearing about behavioural science for the first time or already have experience, the Influence Framework gives everyone a fresh, practical lens.

The content is identical: same 11 modules, same tools, same certificate. The difference is the experience. Online, you work at your own pace (approx. 16 hours) with personal feedback on your case and lifetime access. Live, you work intensively for two days with up to 16 professionals in Amsterdam.

Yes. The course is EQAC-accredited and you'll receive an official certificate. We invoice your company directly. Most participants claim it as professional development. Tip: download our brochure to support your request.

The course includes far more than two days of sessions. You also get a complete toolbox with templates, access to the BD × AI Guru (for ChatGPT, Claude, Copilot and Gemini), lifetime BD Club membership, and an EQAC certificate. Participants rate the course 9.7/10 and 98% recommend it.

The Influence Framework gives structure to what you already know and fills in the blind spots. The BD × AI section is entirely new. Experienced professionals particularly value the systematic approach and the combination with AI.

The Influence Framework. The SWAC Tool. A Behavioural Design Toolbox with templates and cheat cards. The BD × AI Guru for direct AI support (as GPT, Claude Skill, Copilot Agent and Gemini Gem). An EQAC certificate. And lifetime BD Club membership.

Yes. The Fundamentals Course is also available as an in-company team training from €17,990 for up to 16 participants. View the team options or get in touch via academy@sueamsterdam.com.

Understanding behavioural science is one thing. Applying it systematically to your own real cases, with guidance and direct feedback, is something else entirely. You can learn the Influence Framework in two hours. Applying it to complex problems without proper guidance takes years. That's precisely why the course has a maximum of 16 participants.

Think about it this way: if the course helps you make just one campaign, product or proposal more effective, what's that worth? Participants rate the course 9.7/10 and 98% recommend it. You can rebook free of charge up to 14 days before the start date.

You can rebook to a different date free of charge up to 14 days before the start. Cancel within 14 days? We'll offer you the Online Self-Paced version or transfer your enrolment to the next edition. Get in touch via academy@sueamsterdam.com, we'll always find a solution.

Participants with their certificate after the Behavioural Design Fundamentals Course
Ready to get started?

The next Behavioural Design Fundamentals edition starts soon

Only 16 places per edition. You can also register via Bloomville or Springest, and you always pay by invoice.

Free rebooking up to 14 days before the start date · Max. 16 participants
View dates & enrol → Or start online right now →
9.7/10 rating 10,000+ professionals trained EQAC accredited Online & live

Online: Start today · Live: 5 & 6 March

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