Learn to predict and influence behaviour.

Join the #1 Behavioural Design Academy, offering the Behavioural Design Fundamentals Course that empowers you to master the psychology of influence for greater success in both work and life.

Course developed by
the #1 bestseller author

The SUE | Behavioural Design Academy, under the leadership of Astrid Groenewegen, the acclaimed author of the #1 bestseller 'The Art of Designing Behaviour'—which has sold thousands of copies worldwide—sets the standard in the field. Our courses incorporate frameworks, tools, and templates that have been rigorously field-tested through SUE Behavioural Design's work, ensuring practical, real-world applicability.
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BEHAVIOURAL DESIGN FUNDAMENTALS COURSE

Here is what you will learn in
this course

Understand how people make decisions

Gain insights into decision-making psychology.

Discover why people people do what they do (or not)

Uncover motivations behind everyday actions.

Unlock the psychological forces that shape behaviour

Learn what drives and blocks change.

Identify opportunities for effective influence

Spot key moments to shape behaviour.

Learn quickly what works (and what doesn’t)

Master rapid prototyping, test and adapt strategies with ease.
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Master proven principles from behavioural science

Master the groundbreaking principles of behavioural science to drive change.
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A proven framework for immediate, impactful results

As the creators of the SUE Influence Framework, we've pioneered a powerful tool that uncovers the hidden psychological forces driving behaviour, opening new opportunities for change and influence. This robust framework is utilized by clients worldwide to address and overcome their most complex influence and behavioural challenges. It's not just about understanding behaviour—it's about providing our clients with a strategic edge in influencing decisions, judgments, and behaviour. Something we will teach you.

What will you gain from the course? You’ll learn how to leverage the power of behavioural science to…

Build or regain trust with customers

Design customer-centric experiences & products

Develop your leadership for impact

Gain influence in leadership and management

Boost employee wellbeing and mental health

Boost sustainability and ESG (environmental, social, governance)

The Curriculum

Our curriculum is enhanced with Behavioural Design to ensure you stay on track and have a learning experience
that sticks. You'll tackle your own behavioural challenge throughout the course. It's learning by doing.

IT IS BEHAVIOURAL SCIENCE MADE PRACTICAL FOR REAL LIFE.

Module 1

INTRODUCTION
TO BEHAVIOURAL DESIGN
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Why Behavioural Design is key to gaining more control over successful outcomes.

Module 2

UNDERSTANDING
HUMAN DECISION-MAKING
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Groundbreaking insights from behavioural science that will change everything for you.

Module 3

UNLOCKING THE FORCES
THAT DRIVE BEHAVIOUR
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The most important step: understanding the psychological forces influencing behaviour.

Module 4

THE SUE
INFLUENCE FRAMEWORK
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An easy tool to unlock behaviour barriers & boosters, and spot opportunities for influence.

Module 5

DISCOVERING
MOMENTS THAT MATTER
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How to know when behavioural interventions are needed and how to add psychological value.

Module 6

DESIGNING INTERVENTIONS
FOR BEHAVIOUR CHANGE
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Using the SWAC tool to oome up with ideas that shape minds and change behaviour.

Module 7

BOOSTING CAPABILITY
TO CHANGE
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The most effective way to change behaviour, making it as easy as possible.

Module 8

INCREASING WILLINGNESS
TO CHANGE
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How to make someone
want to take action (ethically).

Module 9

SPARKING BEHAVIOUR
(AGAIN AND AGAIN)
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Why behaviour needs
to be triggered and how.

Module 10

TESTING WHAT WORKS
WITH RAPID PROTOTYPING
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Why everything is an assumption until you have checked it with real users.

Module 11

THE FINAL STRETCH:
GETTING A CERTIFICATE
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Time to upgrade your resume with your newly learned power skill: influence.

Module 12

BONUS:
THE ART OF DESIGNING BEHAVIOUR
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How to apply Behavioural Design into
your daily work and deepen your knowledge.
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Testimonials

We've trained 5000+ teams and individuals

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I can directly apply the principles of behavioral change at work to effect changes in both clients and patients. Additionally, these strategies are versatile enough for everyday use, such as making decisions at home or in parenting. Therefore, the scope of these applications is quite broad.
This behavior design training has opened my eyes to different perspectives of the world. I am thrilled about the opportunity and look forward to applying these skills in my job.
Really well put together theory into a very useful framework for behaviour change.
At the Academy, you quickly learn about behavioural change and how to implement it effectively. The training was engaging, seamlessly blending complex material into a fun and interactive course that flew by. I am eager to apply these strategies in my work and continue exploring them further.
The Behavioural Design Academy (BDA) provided me with profound insights into human behavior, including those occurring in the workplace. It taught me to perceive situations from new angles and made me realize that even minor adjustments can significantly influence behavior. I highly recommend BDA to anyone interested in making impactful changes.
FUNDAMENTALS COURSE

Choose Your Edition

Self-Paced Edition

€ 1190
  • 9 Knowledge Modules
  • Learn-Do-Improve Exercises
  • Learning-by-doing: Solving a Behavioural Challenge (individually)
  • Downloadable Cheat Cards
  • Downloadable Templates
  • Course Slides
  • Digital Certificate
  • Access to Vibrant Community
  • Online Personal Feedback
  • Self-paced Learning 24/7 Access
  • Personal Guidance & Mentoring
  • Networking with Forward-Thinking Peers
  • Physical Certificate
  • Goodie bag with tools and templates
  • Catering: Snacks, lunch, drinks
  • Access to Training Facility in Amsterdam
  • FREE hard copy of Book 'The Art of Designing Behaviour' (value € 40)
  • FREE Access to 6 Month Self-Paced Follow-Up Training (value € 299) - Can be purchased as online bundle with this course.

Live Guided Edition

€ 1490
  • 9 Knowledge Modules
  • Learn-Do-Improve Exercises
  • Learning-by-doing: Solving a Behavioural Challenge (in a group )
  • Downloadable Cheat Cards
  • Downloadable Templates
  • Course Slides
  • Digital Certificate
  • Access to Vibrant Community
  • Instant 1-on-1 Feedback and Live Q&A
  • Group learning during 2 full time days
  • Personal Guidance & Mentoring
  • Networking with Forward-Thinking Peers
  • Physical Certificate
  • Goodie bag with tools and templates
  • Catering: Snacks, lunch, drinks
  • Access to Training Facility in Amsterdam
  • FREE hard copy of Book 'The Art of Designing Behaviour' (value € 40)
  • FREE Access to 6 Month Self-Paced Follow-Up Training (value € 299)
  • Hotel & Travel Expenses
  • Dinners

Frequently Asked Questions

How does the on-demand training work?

Upon choosing your course, you gain access to its content, organized into modules. You'll have an 8-week window to complete all course materials and assignments, providing ample time for learning. We ensure you're well-informed by notifying you 3 weeks before your course access ends, giving you plenty of time to wrap up. Our courses feature a mix of videos, texts, and practical assignments, and we equip you with tools, templates, and e-books to enhance your learning journey.

How do I access the downloadables of the course?

During the course, we supply you with an array of resources including tools, frameworks, templates, and e-books, all downloadable in PDF format. These materials remain accessible to you indefinitely, ensuring you have lifelong support in your learning journey.

How does the course community work?

Throughout your course, you'll gain entry to our dynamic Behavioural Design community. We'll supply you with the link and instructions at the beginning of your course. Don't worry about having a Slack subscription; the app is free to download, and we'll cover this in our instructions. Within this community, you can connect with fellow professionals, exchange experiences, pose questions, and benefit from additional learning opportunities we provide.

Do I get personal assistance during my course?

Yes, our dedicated SUE team is always on standby to address any questions you may have. Additionally, throughout the course, we offer personal feedback on your assignments and organize Q&A sessions within the Slack environment. Our goal is to ensure you not only enjoy but also successfully complete your course.We are there when you need us.

I am not sure which course to pick, can you help me?

Absolutely! We're here to help you select the course that fits you perfectly and aligns with your specific goals. Feel free to reach out to us at academy@sueamsterdam.com for tailored advice. Generally, the ideal starting point is our Fundamentals Course, which provides a solid foundation in the breakthrough insights from the psychology of influence. It teaches you our renowned method and frameworks for practical application. From there, you can tailor your learning journey with our specialized deep-dive modules, ensuring a perfect fit for your specific needs. Plus, keep in mind that we regularly launch new modules, continuously enriching your professional skills.

Why SUE | Behavioural Design Academy?

With over 15 years of expertise in the psychology of influence, we are the pioneers behind the SUE |Behavioural Design Method and SUE | Influence Framework, tools we've successfully applied to tackle challenges for our clients across the globe. Our unique fusion as an Academy and Consultancy ensures our courses are not just theoretical but are proven in the field, continuously refreshed with insights from real-world client projects. We're also the authors of the #1 bestseller 'The Art of Designing Behaviour'. If your aim is to master the application of Behavioural Design in real-life scenarios, look no further—we're your go-to resource.

Our insights help some of the world's
largest organisations

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OUR TRAINING FACILITIES

An impression of our academy

As you consider enrolling in our online academy, we want to show you photos of our live academy to give you a sense of the vibrant community and top-notch education we provide, which extends seamlessly into our online courses.