Online Course · Behavioural Design Fundamentals

Learn the method for designing choices and behaviour — ethically, effectively, ready to apply.

This is the complete SUE method. The same frameworks used by 10,000+ professionals across 45+ countries.

Most professionals rely on information to change behaviour. You probably do too. Presentations, training, conversations. It rarely works. Changing behaviour requires a different method.

  • Why giving people information doesn't change their behaviour
  • The invisible forces that drive every decision
  • 14 evidence-based intervention techniques, ready to apply
  • A testing method that proves what works before you invest
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Trusted by experienced professionals working at

Heineken ING Bank KPN Eneco ANWB Randstad Amnesty International Roche Adyen European Commission Centraal Beheer Achmea DPG Media City of Amsterdam Rijkswaterstaat Sony eBay CZ Heineken ING Bank KPN Eneco ANWB Randstad Amnesty International Roche Adyen European Commission Centraal Beheer Achmea DPG Media City of Amsterdam Rijkswaterstaat Sony eBay CZ
Skills you will gain
See decisions through your customer's eyes Map the motivations and barriers behind any behaviour Uncover needs people can't articulate themselves Design interventions that change behaviour Test ideas before you invest Influence without manipulation
What you will get

Your learning journey, lesson by lesson

Lesson 1: Why designing the context around a decision is more powerful than trying to change people's minds.
Lesson 2: Why influencing behaviour is a legitimate professional skill — and how it differs from manipulation.
Lesson 3: How to translate vague goals into a precise description of the behaviour you actually want to change.
Lesson 4: How the brain makes most decisions automatically — and what that means for how you design for people.
Lesson 5: The six mental shortcuts that predictably derail decisions — and how to spot them in your own work.
Lesson 6: Why giving people more information rarely works — and what actually moves people to act.
Lesson 7: How to understand what people truly want — not what they say they want, but the deeper need behind the request.
Lesson 8: How to map all the forces that push people toward a behaviour — and the forces that push them away from it.
Lesson 9: How to make your offer feel more valuable without changing the product itself.
Lesson 10: How to stop relying on assumptions and start learning directly from the people you're designing for.
Lesson 11: How to conduct interviews that reveal real behaviour rather than the answers people think you want to hear.
Lesson 12: How to find the critical moments in a customer journey where small changes make the biggest difference.
Lesson 13: How to turn observations about human behaviour into sharp design questions worth solving.
Lesson 14: How to diagnose exactly why a behaviour isn't happening — so you can fix the right problem.
Lesson 15: How to generate a large number of intervention ideas without the usual groupthink that kills creativity.
Lesson 16: How to systematically work through design questions that uncover specific solutions for your challenge.
Lessons 17-23: Seven techniques for making desired behaviour easier — from reducing friction to improving clarity and smart defaults.
Lessons 24-30: Seven techniques for making desired behaviour more attractive — using motivation, social proof, framing, and timing.
Lesson 31: How to design the right trigger at the right moment so people actually start the behaviour you want.
Lesson 32: Why testing a small version of your idea before building it saves time, money, and embarrassment.
Lesson 33: How to run a simple, fast prototype test that gives you real evidence before you commit.
Final exam + closing video.
Training language 🇬🇧 English
Subtitles 🇳🇱 Dutch  ·  🇩🇪 German  ·  🇸🇪 Swedish  ·  🇫🇮 Finnish  ·  🇬🇧 English
Training feedback 🇬🇧 English  ·  🇳🇱 Dutch
Professionals during a SUE Behavioural Design fundamentals training SUE Behavioural Design toolkit with templates, cheat cards, and frameworks

33 lessons. 6 modules. 100% practical. Ready?

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€1.190 excl. VAT · Lifetime access · Start immediately

AI Inside

AI-Powered Behavioural Design

AI Prompt Guides + Exclusive access to SUE Guru in Claude, Co-Pilot or ChatGPT

Every module comes with dedicated AI prompts that accelerate your learning and sharpen your outcomes. Plus lifetime access to the SUE Behavioural Design Guru, your personal AI mentor for applying behavioural science long after the course ends. Available for Claude, MS Copilot and ChatGPT.

SUE Behavioural Design AI Guru
What every course includes

Everything you need to learn, apply, and actually use

Take a sneak peek inside the learning environment

33 video lessons at your own pace

Short, focused modules. Pause, rewind, revisit.

Tools, templates, and cheat cards

Downloadable frameworks you keep forever.

AI Prompt Guides + Exclusive access to SUE Guru

Apply every concept in Claude, Co-Pilot or ChatGPT. Your mentor for life.

Certificate + personal feedback

Share on LinkedIn. 1-on-1 feedback from our team.

Lifetime access. Subtitles in 5 languages.

Start today. Learn forever. EN, NL, SV, DE, FI.

Not for you if

You already have a solid grounding in behavioural science and are looking for advanced content. The fundamentals course is a starting point, the deep dives are where to go from there.

Who this is for

Does this sound like you?

Perfect for Marketers Product Designers UX Researchers HR Professionals Consultants Leaders driving change

You want to not just reach people but move them, and lack a systematic framework to do that.

You design for people but want to better understand how they actually decide.

You gather insights but want to translate them into interventions that change behaviour.

You want to design behaviour change rather than share information and hope.

You advise but want a scientifically grounded method to analyse and influence behaviour.

You want a method that helps you understand why people do what they do, and how to change it.

Meet your instructor

Astrid Groenewegen

Astrid Groenewegen, co-founder of SUE Behavioural Design and instructor of the Behavioural Design Fundamentals course

Co-founder, SUE Amsterdam · Author, The Art of Designing Behaviour

Astrid has spent 15+ years making behavioural science practical and actionable for organisations worldwide. She is a practitioner, not an academic researcher. Her approach: frameworks you can apply straight away, grounded in real cases.

10,000+ trained #1 bestselling author 45+ countries
The Art of Designing Behaviour

Author of

The Art of Designing Behaviour

#1 bestseller · Boom Publishers

What professionals say

Learners love SUE courses

This is how our courses are rated

Google 4.8/5 Springest 9.7 Bloomville 5 stars
FAQ

Frequently asked questions

For marketers, product designers, UX researchers, HR professionals, consultants, and leaders driving change who want a systematic method to understand why people do what they do and how to change it. No prerequisites needed.

Upon choosing your course, you gain access to its content, organised into modules. You'll have lifetime access to all course materials and tools. Our courses feature a mix of videos, texts, and practical assignments, and we equip you with tools, templates, and e-books.

Yes! Once you've completed all modules and exams, you'll receive an EQAC-accredited certificate you can share on LinkedIn.

Yes. Our SUE team offers personal feedback on your assignments. Plus you get lifetime access to the SUE Guru, your AI mentor when we are not around.

Absolutely! Our Academy offers courses for marketing, CX, leadership, talent management, and AI adoption. All are independent with no prerequisites. Email academy@sueamsterdam.com and we'll help you find the right fit.

When you click "Enrol now" you will be taken to our secure academy platform (powered by Learnworlds) where you complete your payment. You get immediate access to all course materials and can start learning right away.

Yes. Many professionals have their organisation cover the cost as professional development. We provide invoices suitable for employer reimbursement. You can also download the syllabus to share with your manager.

Email academy@sueamsterdam.com for a tailored in-company proposal.

We're both an Academy and a Consultancy. Our courses are proven in the field, continuously refreshed with real-world client insights. We're the authors of the #1 bestseller 'The Art of Designing Behaviour' and have trained 10,000+ professionals across 45+ countries.

This course comes with a Certificate

Completing this course earns you an official SUE Behavioural Design Academy certificate. It is EQAC accredited and can be added directly to your LinkedIn profile. Recognised by employers across Europe as proof that you can design behaviour using behavioural science.

SUE Behavioural Design EQAC accredited certificate
Team enrolling in SUE Behavioural Design course

Enrol as a team

Behavioural Design is a team sport. When your whole team shares the same frameworks, you create a shared language for understanding people and designing better solutions. Enrol together and build alignment from day one.

Volume pricing available for teams of 8+. Includes a shared kickoff session.

Ask about team pricing →

10,000+ professionals. 45+ countries. 9.7/10 rating.

Ready to add Behavioural Design to your toolkit?

Information does not change behaviour. What does, you learn here — methodically, from the ground up, and ready to apply.

Start learning now →

€1.190 excl. VAT · One-time payment · Lifetime access · Start immediately

EQAC Accredited Self-Paced Certificate Included Lifetime Access
Behavioural Design Fundamentals · €1.190 excl. VAT · Lifetime access
Start learning now →