Influence minds and shape behaviour

Founders of the

Join 2500+ subscribers to our Behavioural Design Digest, a weekly inspiration of how influence works.

Understand behaviour. Be successful.

Success is all about behaviour. You need people to start doing or stop doing things.
If you need to influence customer, employee or citizen or even your behaviour we can help you using our Behavioural Design Method.
A systematic process to unravel human unconscious decision making, and to come up with validated ideas that shape behaviour.

100% practical 9,3 satisfaction score backed by science years of experience proven method

Design for Sustainable Change

Learn how to use Behavioural Design to build a more sustainable life, business, world and get people along with this movement during our one day masterclass.

  • Understand why some attempts to motivate people to engage in sustainable behaviours are doomed to fail
  • Learn why other interventions are wildly successful
  • Discover what may blow and may boost sustainable behaviours
  • Transform your sustainability vision into tangible behavioural change
  • Use Behavioural Design to break resistance within the organization
  • Learn how to nudge people to sustainable behaviours that will stick
Enroll now

SUE in a nutshell


We work in many different industries

Banking & Insurance
Health & Life Science
Governments & Public sector
NGO’s & Fundraising
Tech & E-commerce
Telecom & Media
Food & Beverage
Trade organisations


We design behaviour in three domains

Customer behaviour
Behaviour in organisations
Citizen behaviour


We research, design, test and improve

New products/services
Client acquisition & retention
Fundraising products
Framing and campaigning
Brand- and value propositions
B2B/B2C sales approaches
Workplace habits & culture
Public policies & campaigns


We help our clients in several ways

Behavioural Research
Behavioural Design Sprints
Ideation Sprints
Pilot Projects
Hire a Behavioural Designer

Behavioural Design Academy
In-company programs
Workshops & Masterclasses
BD Fundamentals Course
BD Advanced Course
Behavioural Design Bootcamp

We are currently working for: Roche, Helsana, UNHCR, ABN Amro, Volksbank, Naspers VC, eBay, Bavaria, Heineken, FrieslandCampina, Belgian and Dutch Federal Government, Eneco, City of Amsterdam, Canon, BDO, Board of Innovation, a.s.r., Acerta.

How do you want Behavioural Design to work for you?


I need to solve a challenge
that requires influence

Do you have a business or innovation challenge you need to turn into a success, but don’t want to spend weeks to get results? Book a Behavioural Design Sprint, in which you get validated answers that will influence minds and shape behaviour using the Behavioural Design Method.

Tell me more about the sprints


I want to become an expert in
influencing behaviour

Do you want to master the Behavioural Design Method yourself, so you can come up with working strategies and ideas that will influence minds and shape behaviour? Discover our custom-made training, workshops, and masterclasses  for both individuals and companies.

Tell me more about the training

Which behaviour can you design?

Customer: increase your sales and retention by getting people to buy, visit, recommend, donate or return.
Organisation: change team behaviours to become more creative, productive, innovative and happy or get them to embrace change.
Citizen: help citizens to make better decisions on wealth, health and happiness and act upon policies.
Your own: achieve goals, be more successful, and improve your leadership skills with better habits.

What is Behavioural Design, and why should you care?

What is Behavioural Design? Video 4.15 min.

“With SUE you don’t do a regular design sprint, but instead, you take a deep dive in the brain to reveal how you can move your clients to the desired behaviour. In one week we’ve – together with SUE – taken a human-centred perspective on how to simplify the T-Mobile proposition, and how to make it more accessible. This truly is an addition to a ‘regular’ design sprint as you learn what keeps people in specific behaviour, how you can get people to act, and how you can trigger behaviour with tangible interventions (both in copy, visually and strategically)”.

Viola Rijnsdorp
Senior Marketing Manager T-Mobile

“I decided to attend SUE Behavioural Design Academy instead of going to Hyper Island or SXSW. I wasn’t disappointed. During the two days, my eyes opened up. Theoretical and interactive sessions on human behaviour created a new way of thinking and created a feeling that the possibilities of this knowledge are endless.”

Jeroen De Bock
Digital Project Manager Mortierbrigade

A look inside a SUE Behavioural Design Sprint

We’ll apply the Behavioural Design Method for you or with you on a real challenge.

We go from insight to testing within 3 weeks

We come up with tangible strategies and ideas

We can do a sprint for you or sprint together with you

A look inside SUE Behavioural Design Academy

We’ll teach you the Behavioural Design Method so you can solve challenges yourself.

We score an average happiness rating of 9.2

We’re an officially acknowledged educational institution

There’re 1000+ graduates from 35+ countries and 30+ industries

Some of the organisations we've worked with

Our company culture: Knalldrang

Knalldrang is our invented Germanesk word. We think it says it all: we love to work hard and play hard. We’re unstoppable curious, untamable ambitious, absolute design for excitement fanatics, we love the big little details, want to be frontrunners…always, love to learn, and aim for the best level of quality delivery out there.

The fact that we can always count on this drive and professionalism allows us to have fun, lightheartedness, and playfulness while at it. Oh, one last thing. We think that being kind and attentive makes the world a much nicer place. So, we go out of our way to make you feel welcome at SUE. Knalldrang.  We hope to meet you soon!

Our most popular posts

What is Behavioural Design?

This blog post is an extended introduction of Behavioural Design. You will get a clear idea about what it is, how you can use it in your professional and personal life to influence minds and shape behaviour.

Read the blog

Growth Hacking vs. Behavioural Design

sue behavioural design

The short answer is whereas Growth Hacking can provide you with the tactics to grow, Behavioural Design provides you with the ideas and strategies to make these tactics work.

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BJ Fogg Behavior Model explained

sue behavioural design

This blog post explains the Behavior Model as developed by professor BJ Fogg who founded the Standford Persuasive Tech Lab. His model shows that it takes three elements to be present at the same time: motivation, ability and a trigger to be able to change behaviour.

Read the blog