Designing interventions to improve product outcomes.

Design has an impact. It can not only influence how you feel but it can also shape the decisions you make.

Behavioural design

Changing behaviour can be hard as habits are ingrained. But behavioural design can support this change. It’s all about how we present choices within a design.

“...if there are several ways of achieving the same goal, people will eventually gravitate to the least demanding course of action. In the economy of action, effort is a cost, and the acquisition of skill is driven by the balance of benefits and costs. Laziness is built deep into our nature.”

— Daniel Kahneman

Why it's good

Behavioural design is a great approach for new product development, new features, discovering a proposition or a first release. If something doesn’t exist yet, the user doesn’t know the behaviour yet. Designing with this in mind is important so that the desired outcome is achieved.

A common challenge in product development is forgetting where we start from and where we want to go. Behavioural design places the emphasis on this outcome.

_ How does it work?


Start at the end.

What is the ideal outcome? It should unify a user goal and a business objective.


What’s the current user behaviour?

Look at existing experiences. Examine the data.


Understand this behaviour.

Why do users have it? What external and internal forces are driving it?


Ideate the ideal future behaviours.

What behaviour can produce the desired outcome?


Identify frictions and opportunities.

What’s preventing the user and what’s enabling them?


Create a hypothesis.

What assumptions are being made? How can we test this? What does a successful criteria look like?

Get in touch to discuss your project

Get in touch
to discuss your project