Welcome at SUE | Behavioural Design Academy!

Embark on immersive Behavioural Design courses designed to equip you with the  know-how and tools to apply the psychology of influence in practice, boosting your professional, and personal success.

Learn how to Change Minds and Shape Behaviour without force 

For any professional, the ability to influence people is a crucial skill. Whether you want people to buy, accept, take action, cooperate, participate, or agree, ultimately everything revolves around influencing decisions and behaviour. By mastering the psychology of influence, you master Behavioural Design. Enabling you to influence minds and shape desired behaviours. This not only makes you a more impactful professional but also enhances your own decision-making and behaviour, equipping you with skills that extend far beyond the professional realm.
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In this short video, our founder explains why influence matters and reveals why both Forbes Magazine and the World Economic Forum have ranked it among the top 3 most sought-after professional skills.

Our Courses

All courses include lifetime access, learn at your own pace, forever.

Who Are Our Courses For?

Behavioural Design is for anyone who wants to understand why people make the choices they do and how to ethically design environments, communications, teams, and experiences that make beneficial choices and behaviours easier and more appealing.

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  • Business professionals 
    Marketers, product managers, UX designers, sales teams, customer service leaders, and entrepreneurs who want to create experiences that drive desired actions.

  • Public sector workers
    Policy makers, healthcare administrators, urban planners, educators, and government communicators who need to encourage beneficial behaviours like health compliance, civic participation, or safety practices.

  • Managers and leaders
    Anyone who needs to influence team behaviour, encourage adoption of new processes, or create organisational change.
  • Business owners 
    Struggling with customer retention despite having quality products or services.
  • Consultants and coaches
    Professionals who help others make positive changes in business or personal contexts.
  • Social leaders
    Those working on social causes, behaviour change campaigns, fundraising, or community engagement who want to motivate action for positive social impact.

Our courses will help you:

Convince stakeholders. | Sell products or services. | Enhance your leadership skills. | Boost your happiness & wellbeing. | Succeed at realising change. | Create customer centric products. | Win debates or arguments. | Attract and retain talent. | Increase conversions. | Create high-performance teams. | Succeed at innovation. | Get people to act upon policies.

Learn how to Unlock the Power of Behavioural Science in Practice

With over 15 years of expertise, we are the pioneers in making behavioural science practical and easy to use. We have developed user-friendly templates and tools, including our acclaimed SUE | Influence Framework, resources we've successfully applied to tackle challenges for clients across the globe. Our unique fusion as both an Academy and Consultancy ensures our courses aren't just theoretical but are proven in the field, continuously refreshed with insights from real-world client projects.
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Our self-paced courses guarantee the same high-quality training as our in-person sessions, created and taught by SUE's founders.

Courses 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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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 utilised 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, judgements, and behaviour. Something we will teach you.
Testimonials

We've trained 5000+ teams and individuals

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I can directly apply the principles of behavioural 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 behaviour 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 behaviour, 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 behaviour. I highly recommend BDA to anyone interested in making impactful changes.

What will you gain from the courses? 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) adoption

OUR MOST POPULAR COURSE AND PERFECT STARTING POINT

Behavioural Design Fundamentals

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.

The Fundamentals Course 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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FUNDAMENTALS COURSE

Choose Your Edition

Flexible Edition (24/7 lifetime access)

€ 899
  • 10 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
  • Two live Q&A sessions
  • 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.
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Live Guided Edition (2 days immersive training)

€ 1490
  • 10 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
  • 2 full days Intensive Learning
  • 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 self-paced training work?

Upon choosing your course, you gain access to its content, organised into modules. You'll have lifetime access to all course materials and tools, providing ample time for learning. 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 courses?

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?

After finishing your course, you'll gain entry to our dynamic Behavioural Design community: the SUE | Behavioural Design Club. We'll supply you with the link and instructions after finishing your course. Within this community, you can connect with fellow professionals, exchange experiences, pose questions, and benefit from additional learning opportunities we provide.

Do I get a course certificate?

Yes, absolutely! Once you've completed all course modules and exams, you'll receive a course certificate. You can generate it online immediately after finishing your course and share it on platforms like LinkedIn.

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 answer keys or personal feedback on your assignments. 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 specialised deep-dive modules that will be launched over the course of the year, ensuring a perfect fit for your specific needs. We regularly launch new modules, continuously enriching your professional skills.

Why SUE | Behavioural Design Academy?

we are the pioneers in making behavioural science practical and easy to use. We have developed user-friendly templates and tools, including our acclaimed SUE | Influence Framework, resources we've successfully applied to tackle challenges for clients across the globe. Our unique fusion as both an Academy and Consultancy ensures our courses aren't just theoretical but are proven in the field, continuously refreshed with insights from real-world client projects. 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.