In most change initiatives, the real challenge is not the design of the strategy itself but the behaviour of the people involved. This training explores how environments can be designed to make desired behaviours more likely, drawing on insights from behavioural science to create the conditions for sustainable change.
The four-day hybrid programme Fundamentals 2 – Behavioural Design combines essential principles from cognitive psychology and behavioural economics with direct practical application. Participants learn to work with Behavioural Journey Mapping, Behavioural Personas and choice architectures. They identify behavioural barriers like loss aversion and patterns such as reactance and translate these insights into levers for effective intervention design.
The in-person sessions will take place in Amsterdam. The exact venue will be announced in advance. These sessions focus on analysis and design, working with real cases, structured journeys, defined personas and first intervention concepts. The subsequent online sessions transfer the results into tools such as Miro, Smaply, UXPressia and Figma. Participants develop these outputs into behavioural prototypes and test them collaboratively in teams.
At the end of the training, participants present a coherent intervention concept that integrates canvas, journey, personas and decision architecture, complemented by a clearly defined digital workflow for implementation.
The programme is designed for professionals and leaders in change management, organisational development, HR and L&D as well as strategists and consultants who seek to design behavioural environments that foster successful transformation.
Training content:
- Foundations of behavioural design and behavioural economics
- Behavioural Journey Mapping, Personas and Empathy Maps
- Design of choice architectures and application of nudging strategies
- Development of behavioural prototypes in analogue and digital form
- Integration of all elements within the Behavioural Design Canvas (BDC)
- Iterative testing and strategic transfer into real organisational contexts
Details for Fundamentals 2 
What makes it distinctive:
Participants work on real change challenges, develop concrete interventions and implement them using digital tools such as Miro, Figma, UXPressia and Smaply. The format is evidence-based, interactive and designed for direct applicability in professional contexts.
Target group:
- Leaders and professionals responsible for change and transformation
- Specialists in organisational development, HR and L&D
- Strategists and consultants with a behavioural focus
- UX designers, behavioural analysts and nudging experts
- Experts in culture change, engagement and choice architecture design
Learning outcomes:
After completing the training, participants will be able to:
- analyse behaviour in organisations through a behavioural science lens
- apply Behavioural Journey Mapping and Personas with analytical precision
- design decision architectures and apply nudging strategies effectively
- develop, test and refine behavioural prototypes
- use digital tools for design, testing and visualisation
- implement change strategies that are evidence-based, effective and human-centred
Early-bird plus:
The first three bookings for Fundamentals 2 receive an additional 10 per cent reduction on the early booking price.
(To receive the discount code without registering an account in the booking system, please send a short email before booking with the subject line “Discount Code Fundamentals 2 – Behavioural Design” and your booking code to [email protected])