Build effective change 

A framework that powers behaviour change in digital products, services and business.

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Built on design
Backed by science

 
 

Rules of innovation


All business has one thing in common. People. What people do and why is the driving force behind business struggles and success. Behaviour is codifiable. What we all do follows systematic rules. Rules which can be used to diagnose, understand and ideate. Rules which give a framework to behaviour-first innovation.

 
 

Leverage insight


We’ve distilled the latest in design theory, behavioural economics and consumer psychology to create a framework to change people’s behaviour. Reading, assessing and putting the findings into practice at Behaviour Studio. The framework is built on Nobel prize winning behavioural science and our years of experience working with Microsoft, the British Government and the Estonian Government.
It’s defined, tested and refined.

 

More reliable change


Behaviour has defined levels. Each level influencing and informing what people do. Reliable change represents ideas and application across the three Change levels. Ideate at one and you risk the solution only working in a small use case or context. Ideate at all three to create more reliable and longer term change.

 
 

Change starts with C 

 
 

3
Steps

Behaviour is shaped by our psychology. Everything we do is categorised by three layers.

 
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Design for a person

At the centre of all behaviour is the person doing. What they do is influenced by their psychology. Who people are, what they want, how they feel and think. The Me level explores all that makes us a person. We outline how to ideate for them at a psychological level.

 
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Design for people

The people around us inform, influence and direct our behaviour. The effect of others can be felt both directly and indirectly. When utilising the We level, we can directly craft social change, or give the impression of a new social behaviour that will guide people’s behaviour.

 
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Design product, policy or place

The world acts as our guide. Providing structure and form for what we should do. From the policies that direct right and wrong, the design of the places we inhabit and the products that we use. Each created with a purpose. And each with elements that inform what we do and why. All without us even realising.

15 Principles

Behaviour Focused Design principles to reshape people’s behaviour across products, services and organisations.  

 
 
Who we are changes.  Change your idea to suit.

Who we are changes.

Change your idea to suit.

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We live in a network of people.  Reveal the network to determine where to start ideating.

We live in a network of people.

Reveal the network to determine where to start ideating.

We follow the unwritten rules.

We follow the unwritten rules.

Get people’s attention.

Get people’s attention.

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Our motivation drives us.

Our motivation drives us.

Goals keep us going.  Give people goals to complete.

Goals keep us going.

Give people goals to complete.

Other people influence us.  Reveal who has the most influence over others.

Other people influence us.

Reveal who has the most influence over others.

We do what others tell us.

We do what others tell us.

Guide people’s choice.

Guide people’s choice.

Make it easy to do, understand and remember.

Make it easy to do, understand and remember.

What we do now influences what we do next.

What we do now influences what we do next.

We are able to act.

We are able to act.

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We do what we expect.

We do what we expect.

Plan the next steps.

Plan the next steps.

Give people feedback and rewards.

Give people feedback and rewards.

 

 1
Question

 
 

Does it push or pull against a behaviour?

People are conflicted. We constantly have to choose to do one thing over another. Go left or go right. Stop or start. These conflicts push us towards a new behaviour or pull us away from it. Problem solvers can reveal people’s the push/pull factors within the Change principles.

Identifying what people want to do, have started to do, but things that are stopping them. Narrowing down areas for change.

A small change can have a big impact on behaviour.

 
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