Behavioral Design Course

Lesson 1 • How Humans Make Decisions

Introduces dual-process theory and bounded rationality as core explanatory frameworks. Connects cognitive architecture to predictable behavioural patterns.

Lesson 2 • Behavioural Models and Frameworks

Presents structured models such as COM-B and the Fogg Behaviour Model for diagnosing behaviour gaps. Equips students to select the right framework for a given problem.

Lesson 3 • Core Cognitive Biases

Surveys the most design-relevant biases including loss aversion, anchoring, and status quo bias. Provides a reference taxonomy used throughout the course.

Lesson 4 • Ethics in Behavioural Design

Establishes ethical boundaries between nudging and manipulation using autonomy-preservation criteria. Sets the professional standard applied in every subsequent chapter.

Lesson 1 • Defining the Target Behaviour

Teaches precise behavioural specification using the EAST and SMART behaviour frameworks. Prevents vague problem statements that lead to ineffective interventions.

Lesson 2 • Building a Behavioural Diagnosis

Synthesises qualitative and quantitative findings into a structured diagnosis document. Prepares students to justify intervention choices with evidence.

Lesson 3 • Quantitative Behavioural Analysis

Introduces behavioural metrics, funnel analysis, and drop-off diagnostics to quantify where and how behaviour breaks down. Complements qualitative findings with measurable evidence.

Lesson 4 • Mapping the Behavioural Journey

Uses journey mapping to surface friction points and decision moments across a user's experience. Links behavioural theory to real-world touchpoints.

Lesson 1 • Default Setting and Choice Architecture

Explains how pre-selected options exploit status quo bias to shift behaviour at scale. Covers opt-in vs. opt-out design and default stacking strategies.

Lesson 2 • Salience and Simplification

Uses visual hierarchy, chunking, and friction reduction to make desired behaviours easier to notice and execute. Directly counters cognitive overload barriers.

Lesson 3 • Framing and Message Design

Applies gain vs. loss framing, attribute framing, and temporal framing to increase message effectiveness. Connects framing choices directly to target audience biases.

Lesson 4 • Commitment Devices and Planning Prompts

Designs pre-commitment mechanisms and implementation intentions that bridge intention-action gaps. Applies temporal self-regulation theory to real interventions.

Lesson 5 • Feedback and Progress Signals

Builds feedback loops using goal gradients, progress bars, and milestone markers to sustain motivation. Connects feedback design to habit formation theory.

Lesson 1 • Designing Cues and Triggers

Covers environmental, temporal, and social cue design to reliably initiate target behaviours. Teaches cue stacking on existing routines for faster adoption.

Lesson 2 • Anatomy of a Habit

Deconstructs the cue-routine-reward loop and explains neurological habit formation. Provides the structural vocabulary for designing habit-based interventions.

Lesson 3 • Reward Structures and Reinforcement

Applies variable ratio reinforcement, intrinsic reward design, and immediate vs. delayed reward timing. Avoids over-justification effects that undermine intrinsic motivation.

Lesson 4 • Sustaining Long-Term Behaviour

Addresses maintenance strategies including identity-based habits, environmental redesign, and social accountability. Distinguishes short-term compliance from durable behaviour change.

Lesson 1 • A/B and Multivariate Testing

Applies A/B testing and factorial designs to compare nudge variants efficiently. Addresses common pitfalls such as peeking, underpowering, and multiple comparisons.

Lesson 2 • Randomised Controlled Trial Basics

Covers random assignment, control group design, and blinding to isolate intervention effects. Builds foundational experimental literacy for behavioural practitioners.

Lesson 3 • Hypothesis Formation

Translates behavioural diagnoses into falsifiable hypotheses linking intervention to outcome. Establishes the logical chain required for valid experimental inference.

Lesson 4 • Behavioural Outcome Metrics

Selects primary and secondary behavioural metrics aligned to the intervention hypothesis. Distinguishes behavioural proxies from true outcome measures.

Lesson 1 • Behavioural Analytics for Digital Products

Uses event tracking, session analysis, and cohort comparison to identify behavioural patterns in product data. Closes the loop between design decisions and observed user behaviour.

Lesson 2 • Notification and Prompt Design

Applies timing, personalisation, and framing principles to push notifications and in-app prompts. Balances engagement with user autonomy to avoid notification fatigue.

Lesson 3 • Onboarding Flow Design

Designs onboarding sequences that reduce cognitive load, build early habits, and establish product value quickly. Uses progressive disclosure and early win mechanics.

Lesson 4 • Behavioural Patterns in UX

Maps established behavioural patterns such as anchoring, scarcity, and social proof onto digital UI components. Bridges behavioural theory and interface design practice.

Lesson 1 • Culture Change Through Behaviour

Reframes culture change as a behavioural design challenge by targeting specific observable behaviours rather than abstract values. Builds a behaviour-first culture change roadmap.

Lesson 2 • Organisational Behaviour Barriers

Diagnoses why employees deviate from desired organisational behaviours using structural and psychological lenses. Distinguishes motivation failures from capability and opportunity gaps.

Lesson 3 • Incentive and Recognition Design

Designs incentive structures that leverage intrinsic motivation, loss aversion, and social recognition without crowding out intrinsic drive. Avoids perverse incentive traps.

Lesson 4 • Designing for Compliance and Safety

Applies defaults, checklists, and environmental cues to reduce errors and increase adherence to safety standards. Uses evidence from high-reliability industries.

Lesson 1 • Portfolio Approach to Interventions

Manages multiple simultaneous behavioural interventions as a portfolio with prioritisation, sequencing, and resource allocation logic. Prevents intervention overload and conflict.

Lesson 2 • Behavioural Strategy Framing

Positions behavioural design as a strategic capability by linking behaviour change to organisational KPIs and mission. Teaches executives and practitioners to speak the same language.

Lesson 3 • Building a Behavioural Design Team

Defines the roles, skills, and processes needed to embed behavioural design capability within an organisation. Covers hiring, training, and governance structures.

Lesson 4 • Policy and Systems-Level Design

Applies behavioural design to policy instruments, regulatory frameworks, and public systems to shift population-level behaviour. Addresses scale, equity, and unintended consequences.