Behavioural Design for Teams

Give your team the edge. Behavioural Design, powered by AI.

The teams that win tomorrow understand how people decide — and know how to use AI to act on it. Our programmes build exactly that capability. From a single day to a three-month learning journey, fully tailored to your situation.

For teams in

Government Management Communications HR Marketing UX design Product management Sustainability Sales Change management
Book a no-obligation call →

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Behavioural Design team training at SUE

Teams trained at organisations including

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
Who this is for

Built for teams like yours

HR & L&D

You need to translate boardroom priorities (AI adoption, employee vitality, culture change) from vision into behaviour. With bespoke learning journeys that teams across the organisation can actually follow.

Team Leaders & Management

You want a team that uses AI smartly and understands how people really decide. Sharper choices, better customer insight, and an edge over organisations that rely on data alone, or gut feeling alone.

Directors & CEOs

You want leaders who don't just understand the strategy but can get their teams moving on AI adoption, customer focus and employee vitality. Leadership tracks that give them the tools for lasting behaviour change.

Suitable for teams from 8 people to organisation-wide

Google 4.8/5 Bloomville 5 stars Springest EQAC accredited
Decision Guide

Which programme suits your team?

Four routes, each tailored to where your team is now and what you want to achieve.

Most popular team choice · Learning Sprint

Your team wants to crack a real challenge and build lasting expertise in behaviour change

Three months, six sessions, one real challenge from your own practice. Our most popular format for teams that want to build structural expertise and crack a concrete behavioural challenge.

Most popular AI Inside 3 months EQAC certificate Learning by doing
View the full programme →

Or book a no-obligation call

Behavioural Design Learning Sprint for teams
At a glance
Duration 6 sessions of 4 hours · 3 months
Group size Max 16 participants
Price €29,900 excl. VAT
Format In-company · hybrid
Certificate EQAC accredited

Complete method · Fundamentals Course

Your team wants to master the complete method, fast, thorough, and directly applicable

Two days to learn the method, six months to embed it. Your whole team works on a real case from your organisation and leaves with the same language, the same frameworks and a shared plan.

AI Inside 2 days + follow-up EQAC certificate Your own case
Discover what your team learns in 2 days →

Or book a no-obligation call

Fundamentals Course for teams
At a glance
Duration 2 days + follow-up
Group size Max 16 participants
Price €17,990 excl. VAT
Format Live on-site
Certificate EQAC accredited

Specialisation · One-Day Deep Dives

Your team needs a shared language and approach around one urgent topic, fast

One day that shifts how your team thinks. Pick the topic that matters most right now and your team starts working differently the next morning. More than 10 topics available.

AI Inside 1 day 10+ topics On-site, hybrid or online self-paced
See which Deep Dives are available →

Or book a no-obligation call

One-Day Deep Dives training
At a glance
Duration 1 day
Group size Max 16 participants
Price €7,990 excl. VAT
Format On-site or hybrid
Topics 10+ to choose from

Leadership & culture · Leadership Track

Your leadership team wants leaders who genuinely move people

Five months of intensive development built around one insight: effective leadership is ultimately the ability to influence people. Your team, your clients, your stakeholders, your peers. Behavioural Design is the method that gives leaders exactly that.

5 months Max 16 participants Senior facilitators Influence at the core of leadership
View the leadership programme →

Or book a no-obligation call

Influential Leadership Track
At a glance
Duration 5 months
Group size Max 16 participants
Price €39,900 excl. VAT
Format In-company · hybrid
Facilitators Senior SUE consultants
Included with every programme

Not just knowledge. Everything your team needs to make it work.

Every programme comes with tools, frameworks, an AI mentor that's always by your team's side, and membership of the SUE | Behavioural Design Club. Free for all participants.

Behavioural Design Toolkit

Frameworks, templates and cheat cards your team can use immediately

Frameworks
Templates
Cheat Cards
Free for participants
Behavioural Design Toolkit materials
A complete toolkit with downloads and templates your team can use the next morning
+
BD × AI Guru

Your team's personal AI expert — free and unlimited

After the programme, every team member gets unlimited free access to their own AI expert, trained on the complete Behavioural Design framework. Whatever AI platform your team uses — a personal expert available 24/7 as:

Mentor Sparring partner Designer Researcher Tester Reviewer

“A total game-changer for my day-to-day work.”

“It’s like suddenly having magical superpowers.”

“Every day the Guru blows me away again.”

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

Don't just train once — keep your team growing in a club of impact makers

  • Monthly exclusive events, expert sessions, workshops, hackathons and networking drinks
  • Continuous learning, webinars, Q&As and masterclasses that keep knowledge sharp
  • Professional network, connect with like-minded professionals across sectors
  • Real-world exchange, share cases, get feedback and learn from each other
  • Early access, be the first to try new tools and methodologies
SUE Behavioural Design Club event SUE Behavioural Design Club community SUE Behavioural Design Club virtual
Automatically included for every alumnus, forever, free of charge
How it works

From first conversation to trained team

No off-the-shelf programmes. Every journey starts with your challenge.

Get in touch

Choose how you want to start. We'll connect you with the right person as quickly as possible.

Book an online call now → Call us Email us

Bespoke proposal

Based on your intake, we'll design a tailored programme — right format, content and timing. You choose what fits.

Programme & certificate

Your team learns, applies it to a real case, and leaves with EQAC-accredited expertise — plus a breakthrough on your own challenge.

Testimonials

What teams say after the programme

From Rabobank to KPN, from large corporates to government agencies. This is what teams take away.

SUE Behavioural Design Certificate of Completion

Officially recognised certificate • EQAC accredited

I really liked the combination of design thinking and behavioural psychology and I am bringing back to Brazil new tools to grow my business and create more value for my clients.
Arthur Ranieri
Arthur Ranieri
Partner • Brazil
★★★★★
The learning environment was great, and the knowledge of the trainers was impeccable. I found the course thought provoking, enlightening, and of real value in my personal journey as a leader.
JM
Jon Miles
Leader • United Kingdom
★★★★★
Learning by doing gives you a much deeper understanding of approaching your customers' problems and how to solve them in a unique and tailor-made way.
Julia Gloeckler
Julia Gloeckler
Channel Marketeer • Fairphone
★★★★★

Does this work for our sector?

Your team works with a specific audience. Click on your sector and see how similar organisations use Behavioural Design.

Consumers
Voters
Donors
Employees
Professionals
Talent
Stakeholders
Citizens
Getting consumers moving

The shortest route to conversion runs through your customer’s brain.

A/B tests on button colours miss the point. Find the psychological barrier blocking the purchase, and you can design customer journeys that truly convert.

Behavioural Design
  • Identify purchase barriers at every touchpoint
  • Design choice architecture that drives conversion
  • Build loyalty from behavioural patterns
Amplified with AI
  • AI identifies friction in your customer journey
  • AI generates nudge variants per touchpoint
  • AI tests with synthetic users before you go live
SUE Case spotlight

“How can we entice our customers to think about their energy challenges and arrange this through KBC?”

KBC Bank app
Getting voters moving

When 72% of voters decide in the final week, how do you influence that one decision?

The problem isn't motivation — it's the moment. Understand how voting behaviour really works, and you can design campaigns that get people to the ballot box.

Behavioural Design
  • Understand voting behaviour with the Influence Framework
  • Design social commitment strategies
  • Remove barriers to action
Amplified with AI
  • AI analyses sentiment per target group
  • AI generates messages per voter segment
  • AI simulates campaign impact in advance
SUE Case spotlight

“How can we ensure that as many people as possible turn out to vote on European Election Day, regardless of their political preference?”

European elections
Getting donors moving

Between ‘this moves me’ and ‘I am transferring money’ there is a gap. That gap can be closed.

More emotion doesn't help. Find the psychological barriers holding donors back, and you can design concepts that actually convert.

Behavioural Design
  • Identify donation barriers
  • Design interventions that make giving easy
  • Build commitment ladders for recurring donations
Amplified with AI
  • AI personalises donation proposals
  • AI tests messages with synthetic donors
  • AI optimises the donation journey per segment
SUE Case spotlight

“How do we convince high-net-worth individuals to give structurally to a problem that seems unsolvable?”

UNHCR refugee work
Getting employees moving

What works in Australia clashes in Brazil. How do you design culture that lands everywhere?

Engagement surveys change nothing. Understand how habits and context drive behaviour, and you can design workplaces where people actually want to perform.

Behavioural Design
  • Uncover behavioural drivers in teams
  • Design leadership moments that shape culture
  • Embed new behaviour in daily routines
Amplified with AI
  • AI recognises patterns in team dynamics
  • AI personalises learning interventions per team
  • AI monitors behaviour change over time
SUE Case spotlight

“How do we design a shared leadership culture in an organisation scaling rapidly across 4 continents?”

NewCold warehouse
Getting professionals moving

A doctor has 12 minutes per patient. Your innovation needs to land in those 12 minutes.

Doctors, advisers, specialists — they don't decide at conferences or in meetings. They decide in the moment. Understand that moment, and you win.

Behavioural Design
  • Map the decision moments of professionals
  • Design interventions that fit the workflow
  • Build adoption paths from Jobs to be Done
Amplified with AI
  • AI analyses adoption patterns in your data
  • AI generates touchpoints per professional profile
  • AI simulates adoption scenarios in advance
SUE Case spotlight

“How can we convince diabetes doctors, nurses and health insurers that our new subscription model is far better for patient, practitioner and payer?”

Medtronic diabetes platform
Getting talent moving

Top talent doesn't choose a company. They choose a mission they want to be part of.

The best people don't choose the best deal. They choose the story they want to belong to. Understand this, and you can design recruitment that attracts the right people.

Behavioural Design
  • Uncover talent’s real motivations
  • Design application processes as a selection experience
  • Build employer branding from behavioural insight
Amplified with AI
  • AI segments talent by motivation, not by CV
  • AI personalises the candidate journey
  • AI tests employer brand messages in advance
SUE Case spotlight

“How do we entice Saudi Arabia’s brightest young engineers to choose us over a trendy tech start-up?”

Aramco recruitment
Getting stakeholders moving

Everyone is in favour of environmental policy. Until it affects their back garden or wallet.

Citizens, farmers, policymakers — they don't resist change. They resist loss. Understand this, and you can turn resistance into engagement.

Behavioural Design
  • Understand resistance patterns per stakeholder group
  • Design framing that shifts perception
  • Build coalition strategies from shared interest
Amplified with AI
  • AI analyses sentiment per stakeholder group
  • AI generates frames per target group
  • AI simulates support scenarios
SUE Case spotlight

“How do we get farmers, citizens and policymakers aligned behind ambitious environmental policy?”

Nature and environment policy
Getting citizens moving

Good policy changes the rules. Smart policy changes the context.

Awareness campaigns don't work. Fines work even less. Understand how context drives behaviour, and you can design policy people actually follow.

Behavioural Design
  • Uncover behavioural barriers in policy contexts
  • Design nudges and choice architecture
  • Test interventions before implementation
Amplified with AI
  • AI analyses compliance patterns
  • AI generates nudge variants per context
  • AI simulates policy impact on behaviour
SUE Case spotlight

“Why don’t people wash their hands at the office, even though they know they should and dispensers are everywhere?”

Ministry of Health, Welfare and Sport
Handwashing campaign
The atmosphere

What does a team programme look like?

Team training in action
Participants at work
Interactive session
Group discussion
Depth and reflection
Energetic learning environment
Collaborating during training
Presentation and explanation
Inspiring atmosphere
Frequently asked questions

What you probably want to know

In most cases we're up and running within two weeks of the introductory call. We always start with an intake to understand your organisation, team and challenge. We then tailor the programme and lock in the first session.

Always. Every programme starts with an intake where we get to understand your specific challenge, context and objectives. The examples, cases and exercises are fully tailored to your organisation. We've trained teams across a wide range of sectors — from financial services and government to FMCG, technology and healthcare.

All our team programmes are designed for groups of up to 16. That ensures plenty of interaction, depth and personal attention. Got more than 16? We'll work out the best approach together — multiple cohorts or a bespoke solution.

Yes, all our team programmes are available in both Dutch and English. We regularly work with international teams and teams with mixed language backgrounds. Just let us know your preferred language and we'll arrange it.

The Fundamentals Course for Teams covers the complete Behavioural Design method in two intensive days, applied to your own challenge, with a follow-up session after two months. The Learning Sprint goes deeper: over three months, your team builds genuine expertise through six masterclasses and coaching on your own case. Choose Fundamentals for a shared language and method. Choose the Sprint if you want senior-level expertise and a breakthrough on a real challenge.

Request a proposal

Ready to develop your team?

Send us a message and we'll get you a bespoke proposal within a week. No obligations, no standard pitch. A concrete plan that matches your challenge.

  • Fully bespoke for your organisation
  • 10,000+ professionals trained
  • EQAC accredited

Request a proposal

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Behavioural Design for your team · From 1 day to 5 months

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