What is Behaviour Thinking and why does it matter?
What is Behaviour Thinking and why does it matter?
All this talk about behaviour sounds intriguing, but … what is Behaviour Thinking, and why should you care? Isn’t it just another trendy framework, one of those concepts that gets hyped up and then fades away?
The short answer: no, it’s not.
Behaviour Thinking®, created in 2015 by Lauren Alys Kelly, founder of the behaviour agency Alterkind, is about understanding and influencing human actions in a way that drives real impact. Whether you’re a designer looking to create experiences people love or a team leader aiming to inspire your group, Behaviour Thinking makes a difference.
What Is Behaviour Thinking?
At its core, Behaviour Thinking is both a methodology and mindset that brings human behaviour to the forefront of problem-solving. Think of it as a lens that lets you see why people act the way they do and how you can shape those actions to get better outcomes. Instead of guessing what might work, you get to the root of the behavior and use that knowledge to create change.
Imagine you’re redesigning a website. Most teams focus on the look and feel or even the content. But what if the real issue is that people get overwhelmed when they reach the payment page? Behaviour Thinking helps you spot that behavioral roadblock and fix it.
The same principle applies if you’re a team leader. Ever wondered why some of your meetings leave people inspired while others feel like a waste of time? Behaviour Thinking can help you pinpoint the habits and environmental triggers that make or break engagement.
Why Does Behaviour Thinking Matter?
While it’s tempting to dismiss Behaviour Thinking as another buzzword, here’s the truth: it works. When used well, it can transform how you design products, lead teams, and solve problems.
Let’s Break It Down:
Understanding What Drives People
Most frameworks focus on surface-level fixes. Behaviour Thinking digs deeper. It asks: What’s really driving this action? Is it motivation, habit, or maybe a lack of information? By understanding what moves people, you can stop guessing and start designing solutions that actually work.
Imagine you’re trying to improve productivity in your team. You assume that people are just lazy, so you implement stricter deadlines. But productivity doesn’t improve. A Behaviour Thinking approach might reveal that the real problem is decision fatigue. Team members are burnt out from making too many choices, so they procrastinate. The fix? Simplify workflows, reduce options, and watch productivity soar.
Focusing on Behaviour as the Core of Your Strategy
Let’s say you’re working on an app. It’s beautifully designed and works well, but people aren’t using it. Why? Maybe it’s not aligned with their daily habits. Behaviour Thinking shows you how to integrate into people’s routines, making your product feel less like a chore and more like a natural part of their day.
Think about fitness apps. The most successful ones, like Strava or Fitbit, don’t just track your workouts. They use behavioural insights to nudge you with reminders, gamify achievements, and make exercising feel rewarding. It’s not just design; it’s behavioural design.
Driving Real, Measurable Impact
Here’s a little-known truth: The smallest behavioral tweaks often have the biggest results. By making subtle changes based on human psychology, you can transform outcomes.
Case Study:
A major online retailer once struggled with cart abandonment. They assumed the checkout process needed to be flashier. But Behaviour Thinking revealed that customers felt uneasy about hidden shipping costs. The fix? Displaying shipping fees earlier in the process. The result? A 15% increase in completed purchases. It wasn’t about aesthetics; it was about behaviour.
Why Should Designers and Leaders Care?
So, why should you care? Whether you’re a designer or a team leader, thinking about behaviour first can supercharge your work. Let’s look at both roles.
For Designers: More Intuitive Experiences
Ever designed something you thought was genius, only to find that users didn’t get it? Frustrating, right? Behaviour Thinking helps you understand why people do what they do, so you can design experiences that just make sense.
Say you’re designing an app for language learners. Instead of just making it visually appealing, Behaviour Thinking would encourage you to consider user motivation. Maybe people struggle to practice daily because it feels like a big commitment. You could add a feature that breaks lessons into 5-minute chunks, making learning feel manageable.
For Leaders: Happier, More Engaged Teams
Team dynamics can be complicated. One person zones out in meetings, another rarely speaks up, and you’re not sure why. Behaviour Thinking helps you read between the lines.
Let’s say your team struggles with communication. You could use Behaviour Thinking to uncover the real reasons. Maybe people don’t contribute because they feel judged or think their input isn’t valued. With that insight, you could start meetings with a quick round of “What’s one idea you’re excited about today?” to set a more welcoming tone. Small tweak, big impact.
The Value of Behaviour Thinking
Think of Behaviour Thinking as your secret weapon. It’s not just about fixing what’s broken; it’s about understanding how to make things better from the ground up. Lauren developed this methodology and mindset with that in mind, and today, it’s used by top companies looking to design products, teams, and strategies that work seamlessly with human nature.
Wrap-Up: Why Start with Behaviour Thinking?
Behaviour Thinking isn’t just a nice-to-have; it’s a must-have if you want to work smarter. It’s the difference between hoping something will work and knowing why it will. So whether you’re building a product, running a team, or just trying to get people to take action, start with behaviour. You’ll be surprised how much you can achieve.
