Fundamentals Course for Teams

Behavioural Design as the shared method of your team. In six months.

You start with a two-day pressure cooker: the complete Behavioural Design method, applied directly to a real case from your organisation. Then we keep your team sharp for six months, via AI tools, an active learning community, monthly mini-courses and on-demand video content. So the method doesn't just get understood, it gets used every day.

For teams in

Government Management Communications HR Marketing UX design Product management Sustainability Sales Change management
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Behavioural Design team training in action
Heineken ING KPN Eneco Randstad Achmea De Nederlandsche Bank Adyen CZ Roche Centraal Beheer ANWB Vattenfall Belfius Heineken ING KPN Eneco Randstad Achmea De Nederlandsche Bank Adyen CZ Roche Centraal Beheer ANWB Vattenfall Belfius
Is this programme right for your team

Do you recognise this?

You're hearing that more and more people are using AI, but your team doesn't yet know how it can strengthen your position.

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Your team learns to combine behavioural science with AI. This gives your team the edge.

You advise, present and substantiate. But people don't act on it.

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Your team learns to bridge the gap between understanding and doing, with concrete tools that actually get behaviour moving.

You want to genuinely move customers, citizens and stakeholders rather than having to convince them over and over again.

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Your team learns to design behaviour rather than persuade. Using the Influence Framework, you analyse what really holds people back and design interventions that actually work.

You want to influence behaviour in a predictable, substantiated way, rather than relying on chance or good intentions.

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Your team learns to translate insights into proven interventions, step by step, with a method you can apply time and again.

You have data and insights but don't know how to translate them into behaviour change.

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Your team learns to translate insights into proven interventions, step by step, with a method you can apply time and again.

You want not only to influence the behaviour of your target audience, but also to work together more effectively as a team.

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Your team learns to map the psychological barriers that block collaboration and design interventions to remove them.

The Fundamentals Course for Teams gives your team a shared framework, validated prototypes and a common language, so the method is not just learned but directly applied and passed on.

How do you want to learn?

The same programme,
two ways to follow it

Choose the in-company edition for maximum team impact, or let team members start online at their own pace today.

Both editions
Same method & downloads
AI Inside & SUE Guru GPT
Certificate per participant
BD Club access
6 months weekly follow-up lesson by email
In-company team training
2 days live on location

2 days · max. 16 participants per edition

Your team steps away from the daily routine and makes progress together. No distractions, two days of focused learning and working to solve something that really matters to you.

  • Training by senior Behavioural Designer
  • Working on your own challenge
  • Virtual follow-up session after 2 months
  • Validated prototypes as output
€17,990 excl. VAT for the team
Request a proposal →
Online Self-Paced Course
Online Self-Paced

33 lessons · start immediately · progress report per team member available

Ideal if your team works increasingly hybrid or has members in different locations. Everyone learns at their own pace, from anywhere. The same method and tools, just in your own time. (or time zone).

  • Personal feedback on all assignments
  • Lifetime access
  • Start whenever the team member chooses
  • Team discount available
€1,190 excl. VAT p.p.
Let someone start online right away →
Google 4.8/5 rating Bloomville 5 stars Springest top rated EQAC accredited

Behavioural Design × AI: The combination that makes your team irreplaceable

AI is lightning fast. But without insight into human behaviour, the output lacks foundation. Teams that understand how people make decisions brief AI better and design interventions that actually work. This is what your team learns in the Fundamentals Course for Teams. A practical method grounded in the latest behavioural science, enhanced with AI. The difference is never in the technology. It's in the people.

Understanding why people don't do what they say Your team gets a shared lens that reveals how decisions are really made, beyond rational explanations. The whole team finally understands what's really going on with your target audience.
A proven method to influence choices and behaviour Your team learns the 7 superpowers of influence. A systematic approach that works, regardless of role or sector. No more relying on intuition.
Designing interventions that actually work With the SWAC Tool, your team translates insights into concrete solutions. Your proposals, campaigns and products stop being dismissed as ‘nice idea, but…’
Becoming AI-native as a team Your team learns to brief AI with behavioural insights and each member gets their own BD × AI Guru. AI becomes woven into how the team thinks, works and creates value — a natural part of collaboration, not an extra step.
Behavioural Science Behavioural Science
+
Power of AI Power of AI
=
Team superpower Team superpower
What your team learns

A programme that changes the way your team sees things forever

Powered with AI

No theory that gets filed away. Your team learns to see what it previously never noticed: the invisible forces that drive behaviour. And you apply it immediately to your own challenge. You leave with a complete toolkit and the ability to crack challenges you previously thought unsolvable.

10,000+ Professionals trained
45+ Countries
9.7/10 Average rating
15 years Experience
Participants working with the SUE Influence Framework
Day 1

Diagnose

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

  • 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’
As a team, you apply the theory immediately to a real case. Learning by doing.
Day 2

Intervention

Your team learns to design behavioural interventions that actually work. You test them quickly, present the solution and receive the certificate. Plus 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 leave with a complete toolkit full of templates & tools and exclusive access to the SUE Guru GPT.
Behavioural Design toolkit materials, templates and tools
Ready to start? Schedule a conversation →
Brochure Behavioural Design Fundamentals for Teams
The programme in detail

Want to see the full programme in detail?

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

You'll receive the brochure straight away. No spam, unsubscribe 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 human behaviour and channel it positively.

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, propositions and behaviour change.

What participants say

These professionals went before you

10,000+ professionals have completed our programmes. This is what they say.

EQAC Certificate Behavioural Design

9.7/10 · EQAC Certified

I loved the dynamic of the course: just the right amount of theory, but mainly focused on how you can apply it every day. The SUE team made me feel at home straight away!
Alex Conceiro
Alex Conceiro
UX Designer • Iberdrola
★★★★★
Great programme! Good balance between theory and practice. Solid pace, but easy to follow.
Alexander Bindels
Alexander Bindels
Digital Project Expert • Roche
★★★★★
I can't wait to share these new insights with my colleagues. The concepts of gains, pains, anxieties and comforts have really stuck.
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 brilliantly.
Alina Chakh
Alina Chakh
Change & Transformation Consultant • ABN AMRO
★★★★★
Brilliant to do this training with people from outside your own organisation. Good mix of theory and practice, and a pleasant pace across the two days.
Angela van der Velden
Angela van der Velden
Strategist • Greenhouse
★★★★★
Like a great series you want to binge-watch in two days that has a lifelong impact on how you see 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 Adviser • City of The Hague
★★★★★
I learned to truly understand pains, gains, comforts and anxieties. Wonderful pace with lots of humour and a good mix between theory and practice.
Anjo van de Ven
Anjo van de Ven
Council Member • City 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
★★★★★
Such a great and enjoyable training. Ideas kept coming up about how to apply it in my own work.
Annelies Elsendoorn
Annelies Elsendoorn
Communications Adviser • Wildlife Society Netherlands
★★★★★
It's more than a training

The practical Behavioural Design Toolkit for your team

After the training, every team member goes home with tools, frameworks and an AI expert that stay with them for ever. Free for all participants.

Behavioural Design Toolkit

Frameworks, cheat cards & canvases

Ready to use in your work. The method, the tools and the practical shortcut cards that help you get results quickly.

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

SUE Influence Framework Canvas

The tool that helps you surface 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 part 1 CAN Interventions part 2
Cheat Card

WANT Interventions

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

WANT Interventions part 1 WANT Interventions part 2
Cheat Card

AGAIN Principles

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

AGAIN Principles part 1 AGAIN Principles part 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

Surface deep behavioural insights with the right questions. Step-by-step guide and questionnaire for qualitative interviews with your target audience.

Interview Guide part 1 Interview Guide part 2
Cheat Sheet

Behavioural Statement

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

Behavioural Statement part 1 Behavioural Statement part 2
Cheat Card

System 1 & 2

Understand how people really think and make decisions. Including a practical guide to applying System 1 in communication and behavioural design.

System 1 and 2 part 1 System 1 and 2 part 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 part 1 Prototyping Guide part 2
Community

BD Club — Lifetime membership

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

BD Club
Certificate

EQAC-accredited certificate per participant

Officially recognised by EQAC. Confirms expertise in Behavioural Design. Every team member also receives a digital version to share on LinkedIn.

EQAC Certificate
+
BD × AI Guru

The SUE Behavioural Design AI Guru, free and unlimited

After the programme, every team member receives unlimited free access to the AI expert, trained on the complete Behavioural Design framework. Regardless of which AI platform you use: 24/7 a personal expert as:

Mentor Sparring partner Designer Researcher Tester Reviewer

“A total game changer for my daily work.”

“It feels like you suddenly get magical superpowers.”

“I’m 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
=
Team with the edge
+
SUE | Behavioural Design Club

Keep growing long after the programme — in a club of impact makers

  • Monthly exclusive events — From expert sessions and workshops to hackathons and networking events
  • Ongoing depth — Webinars, Q&As and masterclasses that keep knowledge current
  • Professional network — Connection with like-minded professionals from diverse sectors
  • Practice-driven exchange — Share cases, get feedback and learn from each other's experiences
  • 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 virtual
Automatically included — for every team member, for ever, free of charge
A glimpse of SUE

We hope to welcome your team!

Presenting a behavioural intervention to the group
Engaged participant during the training
Group applauding after a presentation
Participants working together on a case
Deep dive during the Fundamentals Course
Group at table with Behavioural Design working 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 programme
The interior of the SUE venue in Amsterdam
Closing of the session
Frequently asked questions

This is probably what you still want to know

The individual Fundamentals Course focuses on personal skills development and is offered as open enrolment. The team version combines learning the complete method with directly applying it to your own challenge. On day 2, your team works on a concrete case. You leave the programme not just with knowledge, but with validated prototypes.

On day 2 you work exclusively on your own, current challenge. Not on a fictional case or simulation. This is precisely the strength of the team programme: the method is directly translated to your specific context. The intake before the programme ensures that day 2 perfectly fits your challenge.

During the intake, we select together the most urgent and concrete challenge to work on. Experience shows that teams who focus on one well-chosen issue achieve much more than teams that try to combine multiple challenges. You can always bring more cases to a follow-up or via a Behavioural Design Sprint.

The Fundamentals Course for Teams is suitable for teams of 4 to a maximum of 16 people. More than 16 participants? We recommend a bespoke Learning Journey, where we can split the group or plan multiple sessions. Contact us for an advisory conversation.

The Fundamentals Course for Teams focuses on learning the complete method and applying it. Every team member receives an EQAC certificate. The Behavioural Design Sprint is more intensive and entirely focused on solving one specific challenge in close co-creation with SUE trainers as active facilitators.

Yes. This programme is available in English. We also offer the programme in Dutch. If your team is international or has members in different locations, English is the default. Please let us know your preference in the contact form below.

Yes. The in-company programme typically takes place at your location or a location of your choice. We provide all materials and guide your team throughout the day. Location costs are the responsibility of the client.

After an initial conversation and intake, we typically schedule the programme within 4–6 weeks. In urgent cases a shorter lead time is negotiable. Contact us via the form below and we'll get back to you quickly to discuss the options.

In-company Behavioural Design workshop
Ready to start?

Get your team working with Behavioural Design.

Get in touch without obligation. We are happy to help you find what suits your team best and will always put together a tailored proposal.

Schedule an appointment online now →
Send us an email →
Call us: +31 (0)20 223 46 26 →
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Fundamentals for Teams  ·  In-company  ·  €17,990 excl. VAT

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