Behavioural Design Sprint

Crack your most urgent challenge and get brilliant at Behavioural Design while you're at it

Your team leaves the sprint with two things: a concrete Behavioural Design for your urgent case and the method to apply Behavioural Design independently. Applied to your real challenge, with AI as an extension of your thinking.

For teams in

Government Management Communications HR Marketing UX Design Product Management Sustainability Sales Change Management
Get in touch for more information

Fixed fee of € 29,900 · 6–16 participants · incl. all materials and EQAC certification.

SUE team programme in action — Behavioural Design Behavioural Design Sprint
Teams trained at, amongst others
Heineken ING Bank KPN Eneco ANWB Randstad Roche Adyen European Commission DPG Media Centraal Beheer eBay Achmea Gemeente Amsterdam Sony Heineken ING Bank KPN Eneco ANWB Randstad Roche Adyen European Commission DPG Media Centraal Beheer eBay Achmea Gemeente Amsterdam Sony
Is the Sprint right for your team?

Do any of these sound familiar?

Product Adoption & Sales

Your product or service isn't gaining traction as expected. Not for lack of awareness, but because of behavioural barriers you can now remove.

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In the Sprint you analyse the behavioural barriers blocking adoption and design interventions that remove them — applied to your real case.

Internal Behaviour & Change

A strategy or way of working that isn't gaining traction internally. People want to do it, but they don't.

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You learn to map psychological resistance and build interventions that genuinely get internal behaviour moving.

Customer Journeys & Conversions

Drop-offs in the funnel, an onboarding that isn't smooth, or a customer journey with too much friction at the wrong moments.

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You use the Influence Framework to uncover what is really holding customers back, and design solutions that make the customer journey more valuable.

Campaigns & Policy

A communications campaign or policy measure that isn't getting people to act. Informing is not enough.

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You learn the difference between informing and designing behaviour, and build campaigns and policy interventions that do lead to action.

Societal Challenges

Sustainability, health, safety: challenges where the gap between intention and behaviour is stubbornly persistent.

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You learn how behavioural science bridges that gap, and build interventions that do get people moving.

AI Adoption

You know AI is changing the rules of the game, but you don't know how to genuinely apply it to behavioural challenges.

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In the Sprint you learn to combine behavioural science with AI. Every participant gets access to BD Guru, your AI expert for Behavioural Design.

The Behavioural Design Sprint is the only method that gives your team senior-level skills whilst simultaneously achieving a breakthrough on your real, urgent case.

What does it deliver for your team?

Two breakthroughs in just six sessions.

Every session is a working day and a learning day rolled into one. You learn the method by applying it live to the challenge you are facing right now.

Result 1

You have concrete, testable prototypes for your challenge

Throughout the entire Sprint you work on a real challenge: a product that is underperforming, a campaign that isn't converting, a customer journey full of friction, or internal behaviour that isn't changing. You don't leave the Sprint with insights — you leave with concrete ideas grounded in behavioural science that you can test and present to stakeholders. We take you step by step through how to use our method to find solutions even for the most challenging problems, just as we do in our consultancy work for our clients.

Result 2

You can apply Behavioural Design × AI yourselves

Every session is both a working day and a learning day. You learn the complete SUE Behavioural Design Method: a proven method that reveals precisely why people don't do something and how to get them moving using proven principles from behavioural science. What you learn you apply immediately to your own case. Along the way you also learn to use AI. You receive lifetime access to our SUE AI Mentor and complete with an official certificate recognised by the EQAC.

"You work on your own challenge. No fictitious cases, no theoretical exercises. You learn the method whilst applying it directly."

Tom De Bruyne
Tom De Bruyne, co-founder SUE Behavioural Design
The programme

Six sessions of 4 hours. Three months. One case.

Each session lasts 4 hours and builds on the previous one. Between sessions you work independently on the case, with coaching from SUE.

Team working on behavioural diagnosis
Session 1

Behavioural Diagnosis

You begin with the most underestimated step: moving from a vague problem to a sharp behavioural definition. Who needs to do what, in which situation? The Influence Framework reveals which forces are blocking change and which can drive it forward.

  • 01From organisational goal to concrete behavioural goal
  • 02The Influence Framework: mapping the forces
  • 03Who needs to do what, where and when?
  • 04Identifying the behavioural barriers specific to your case
4 hours · at our fully equipped venue in Amsterdam or your own location
Between session 1 & 2

You work on the behavioural analysis — Using the Influence Framework you deepen the diagnosis on your own case. SUE coach available for feedback.

Session 2

Human Understanding

You dive deep into the world of the people you want to get moving. Not via surveys, but through behavioural science analysis techniques that reveal what truly motivates people and what holds them back.

  • 01Uncovering pains, gains, anxieties and comforts
  • 02Jobs to be Done: what does your target audience really want to achieve?
  • 03Completing the Influence Framework for your case
  • 04Formulating How Might We questions as a springboard towards interventions
4 hours · at our fully equipped venue in Amsterdam or your own location
Team mapping behavioural insights
Between session 2 & 3

Exploring the intervention space — You explore which behaviour-enabling interventions are promising for your case and prepare examples for inspiration.

Team designing behavioural interventions
Session 3

Making Behaviour Easier

People don't do what they want to when the environment makes it too difficult. In this session you design interventions that make the desired behaviour as easy as possible — by changing the environment, not the person.

  • 01Friction reduction: removing behavioural barriers from the environment
  • 02Designing smart defaults and pre-commitment
  • 03Environmental design: creating the path of least resistance
  • 04Prioritising interventions by feasibility and impact
4 hours · at our fully equipped venue in Amsterdam or your own location
Between session 3 & 4

Exploring motivation enhancement — You explore which psychological principles best match your target audience and prepare a longlist.

Session 4

Boosting Motivation

Once the barriers have been removed, you give the desired behaviour a psychological nudge. You learn which behavioural science principles are most effective for your specific target audience and context.

  • 01Proven behavioural principles: social proof, loss aversion, framing
  • 02The SWAC model: Spark, Can, Want, Again
  • 03Intervention Laddering: from insight to concrete solution
  • 04Selecting interventions for your case
4 hours · at our fully equipped venue in Amsterdam or your own location
Team working on motivation interventions
Between session 4 & 5

Building a prototype — You develop the best intervention into a testable lo-fi prototype and prepare the test with real people from the target audience.

Team testing prototype with real people
Session 5

Prototype & Test

You build a prototype of the most promising interventions and test them with real people. Not to be perfect, but to learn quickly and adjust before the final presentation.

  • 01Lo-fi prototyping: testing quickly and cheaply
  • 02Setting up and running user tests
  • 03Analysing feedback and iterating the prototype
  • 04Measuring impact: from behavioural indicators to KPIs
4 hours · at our fully equipped venue in Amsterdam or your own location
Between session 5 & 6

Preparing the final presentation — You incorporate the test findings, refine the Behavioural Design and prepare the stakeholder presentation.

Session 6

Pitch & Implementation

You present the complete Behavioural Design to the stakeholders who need to approve or fund it. Including an implementation plan and measurement method. The thinking is done. The implementation work begins now.

  • 01Presenting the Behavioural Design to stakeholders
  • 02Drawing up an implementation plan and measurement method
  • 03Integrating the BD method into your daily way of working
  • 04A certificate for every participant
4 hours · at our fully equipped venue in Amsterdam or your own location · including certification
Team receiving EQAC certificate

Including coaching calls per phase with a SUE expert, plus WhatsApp support for questions and feedback on your interim work.

Behavioural Design × AI: The combination that gives your team the edge

AI makes teams faster. But without an understanding of human behaviour, the output lacks foundation. Teams that understand how people make decisions brief AI more effectively, design interventions that actually work, and build a shared language that sticks. This is what the Behavioural Design Sprint gives your team. A practical method grounded in the latest behavioural science, supercharged with AI. The difference is never in the technology. It's in the people.

Team working with Behavioural Design and AI
A shared language for behaviour across your team Your team gets a common framework that everyone uses to analyse decisions and design interventions. No more disconnected opinions, just a shared method.
Direct application to your real challenge No fictitious cases. You work on a concrete problem that's on your desk right now. By the end of the Sprint, you'll have a validated Behavioural Design ready to implement.
AI as an accelerator for your Behavioural Design You learn to brief AI using behavioural insights, making AI tools not just faster, but smarter. The human factor remains central to every design.
The BD × AI Guru for every team member Every participant gets unlimited access to the BD × AI Guru: available as a GPT, Claude Skill, Copilot Agent and Gemini Gem. The learning doesn't stop after the Sprint. It becomes part of how your team works every day.
Behavioural Science Behavioural Science
+
Power of AI Power of AI
=
Team superpower Team superpower
The investment

Everything for one fixed fee

A complete learning journey for your entire team — no hidden costs

€ 29,900 excl. VAT

For the full team · 6–16 participants

Learning Journey 6 sessions of 4 hours over 3 months, personal coaching and continuous support via WhatsApp
Applied AI Training Practical training in the use of AI throughout all steps of the Behavioural Design method
Sprint on your case A full sprint trajectory guided by a senior SUE consultant.
Official certificate for everyone Official certificate of participation, also in digital form that is easy to share online.
Tools & AI Mentor Extensive toolkit with practical templates and an AI Guru licence for everyone
Book an introductory call online now → No obligations · Need a tailored approach? We're happy to think it through with you.
Everything is included

What you take home

You go home with tools, guidance, access to our AI Guru and a vibrant community. Everything you need to apply Behavioural Design in practice. Free for all participants.

Behavioural Design Toolkit

Frameworks, cheat cards & canvases

Ready to deploy on your case. The method, the tools and the practical shortcut cards that help you achieve results quickly.

Frameworks
Templates
Cheat Cards
Free for participants
Behavioural Design Toolkit materials
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 for making 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 for boosting 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. Includes a worksheet for designing 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

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

Interview Guide part 1 Interview Guide part 2
Cheat Sheet

Behavioural Statement

Formulate a sharp behavioural brief as the foundation for intervention design. With cheat card and fill-in 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. Includes 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 plan for lo-fi prototyping based on the Behavioural Design method.

Prototyping Guide part 1 Prototyping Guide part 2
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BD × AI Guru

The SUE Behavioural Design AI Guru, free for all participants

After the Sprint your team gets unlimited free access to an AI expert trained on the complete Behavioural Design framework. Regardless of which AI platform you use: 24/7 a personal expert as your:

Mentor Sparring Partner Designer Researcher Tester Reviewer

“A total game changer for my daily work.”

“It's like suddenly getting magical superpowers.”

“The Guru blows me away 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

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

  • Monthly exclusive events — From expert sessions and workshops to hackathons and networking drinks
  • Ongoing deepening — Webinars, Q&As and masterclasses that keep your knowledge current
  • Professional network — Connection with like-minded professionals from diverse sectors
  • Hands-on exchange — Share cases, receive 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 alumnus, for ever, free of charge
What participants say

9.7/10 — rated by 10,000+ alumni

EQAC certified Behavioural Design diploma

EQAC certified diploma for every participant

With SUE you don't do an ordinary design sprint, but dive deep into the brain to discover how you can nudge your customers towards the desired behaviour. In just one week we worked together with SUE to take the user's perspective and discover how we could make our key T-Mobile proposition simpler and more accessible by removing human barriers.

Viola Rijnsdorp
Viola Rijnsdorp
Senior Marketing Manager, T-Mobile
★★★★★

We uncovered such a deep and incredible range of topics; it is exceptional to experience how thoroughly you approach things. There was so much energy and drive to crack this puzzle; the output and collaboration were of an extremely high level. We have clear how-to's for solving the problem.

Pieter Saman
Pieter Saman
CEO, Gall & Gall
★★★★★

The programme with SUE taught me the importance of thinking about the human being behind the customer (the so-called human journey), because a customer will not act from expected rational thinking patterns. As an organisation it is important that we think outside-in at the right moments in order to create that much-needed added value.

Koen Lauwers
Koen Lauwers
Team CDO, City of Antwerp
★★★★★

We first had to trust the process before we could start creating an effective communications campaign. By gaining insights through interviews with the target audience, we let the actual motorist determine what type of campaign works best for them. It significantly increased our confidence in the effectiveness of the campaign.

Wijnand van der Werf
Wijnand van der Werf
Campaign Manager, Goed op Weg
★★★★★
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 steer it in a positive direction.

Birgitta Vrins, trainer SUE Behavioural Design

Birgitta Vrins

Trainer & Consultant

Combines behavioural science with sustainability and healthcare. Specialist in lasting change at the 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.

A glimpse of SUE

We hope to welcome you!

Participants at work during the Sprint
Interactive session at SUE
Deepening and reflection during the sprint
Energetic learning environment at SUE Amsterdam
Inspiring atmosphere during the working session
Sprint in action at SUE
Participants working with the Influence Framework on their own case
Intensive knowledge exchange in a small group
Trainer guiding a participant one-on-one
Small group of professionals collaborating on a behavioural challenge
The SUE venue in Amsterdam
Close of the session
The interior of the SUE building
Frequently asked questions

What you probably still want to know

The Sprint is suited to teams of 6 to 16 people working on a concrete challenge: a product that isn't gaining traction, a campaign that's underperforming, a customer journey that's causing friction, or internal behaviour that isn't changing. Teams come from a wide range of sectors: healthcare, government, finance, tech, retail and FMCG.

In most training programmes you practise on fictitious cases. In the Sprint your team works on a real, urgent case — a challenge that's currently on your desk. That makes the learning immediately applicable and delivers a concrete result at the same time. You don't go home with a diploma. You go home with a breakthrough.

The Sprint consists of 6 intensive sessions of 4 hours each, spread over 3 months. Between sessions participants work independently on their case, with coaching and support from SUE. The total time investment averages 2 to 3 hours per week.

The investment is €29,900 excl. VAT for the full team (up to 16 participants). This includes all session materials, BD Canvas toolkit, BD Guru AI licences, coaching between sessions and an official EQAC certificate for every participant.

The Sprint takes place by default at the SUE office in Amsterdam. This way the team is away from the distractions of work and we have all tools and templates at our disposal. Our training space is fully equipped and we ensure good catering to keep energy levels high. On request, sessions can also be held at the client's location.

In addition to an EQAC-certified diploma, all participants receive the full BD Canvas toolkit, access to the BD Guru AI tool and membership of the SUE Club alumni community. The most important result is a validated Behavioural Design for your case, ready to implement.

Yes. The Sprint is available in both Dutch and English. For international teams or organisations that work in English we deliver the full Sprint in English, including all materials and coaching.

For teams of 6 to 16 people

Let's explore whether the Sprint is a fit for your team

Tell us about your challenge in a short conversation. We'll show you what the Sprint looks like for your situation, including structure, timeline and investment. No obligations.

Schedule a no-obligation conversation → Or call us: (020) 223 46 26
Response within 1 working day Tailored proposal EQAC certified

Behavioural Design Sprint — advanced programme and sprint in one · for teams of 6 to 16 people

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