Every problem in your business is a behaviour problem.

Behaviour Thinking is how you fix it.

It’s the art and science of shaping decisions, actions, and habits. Using insights from behavioural science, it turns "why people do what they do" into practical tools for change. The result? Products, services, and systems that don’t just work—they make people’s lives easier.

Here’s the kicker: if you’ve ever nudged someone toward a decision, guided a team through change, or tried to improve customer retention, you’ve already been doing behavioural design. The difference is, now you’ll do it better—and faster.

Behavioural Science, The Engine Under the Hood

Behavioural design doesn’t come out of thin air. It’s powered by behavioural science: the study of what drives human action. Think psychology, sociology, neuroscience, and behavioural economics.

You don’t need to memorise textbooks. The heavy lifting has already been done. The science gives us the principles. Behavioural thinking gives you the tools to act on them.

Ethics Aren’t Optional

Let’s cut to it: behavioural design isn’t about manipulation or trickery. If your goal is to fool people into doing things they don’t want to, you’ve got it wrong.

The best behavioural thinking builds trust. It helps people make better choices for themselves, with full transparency. Ethics isn’t a nice-to-have; it’s the core of the work. Without it, you’re just selling snake oil.

It’s Not Just for Apps and Websites

Sure, digital products get all the attention, but behavioural design is everywhere. It’s in how supermarkets steer you through aisles. It’s in city layouts that nudge you toward greener transport. It’s in the clever systems that turn overwhelming bureaucracy into a smooth experience.

Wherever decisions are made—big or small—behavioural design can make them easier, faster, and better.

Beyond the Moment to The Bigger Picture

Great behavioural design doesn’t stop at the point of action. It zooms out. It considers the habits people already have, the expectations they bring, and the ripple effects of their decisions.

It’s about designing experiences that fit seamlessly into people’s lives. Think less about pushing for a single action and more about creating an ecosystem where the right behaviours happen naturally, over and over again.

Design for What’s Next

Behavioural thinking isn’t static. People change, markets shift, and today’s solutions need to work tomorrow.

By anticipating behaviour and building for flexibility, you’re not just solving today’s problems—you’re staying ahead of the curve. Every decision creates ripples. Great behavioural design uses those ripples to your advantage, adapting to future needs without losing focus.

What’s the Definition?

Most people think behavioural thinking is about influencing others. But that’s not the full story.

Lauren Alys Kelly, founder of BehaviourKit, nails it:

“Behavioural Design is anything that helps our user reliably do something, despite natural tendencies pulling them off track.”

It’s not about forcing people. It’s about making it easier for them to stay on course—to achieve their goals, even when life tries to distract them. It’s about creating systems that guide, support, and simplify.

The Bottom Line

Behavioural thinking is your toolkit for solving the problems that matter. It’s how you make the right choices feel effortless, for your users, your teams, and your business.

With BehaviourKit, you go beyond theory. You create outcomes. Fast.

Fix behaviour. Fix everything. That’s Behaviour Thinking.

Author

Catch-up

Lauren Alys Kelly

Founder

Lauren makes behaviour behave. As the founder of BehaviourKit and Alterkind, she’s helped teams like Meta and Microsoft tackle behaviour challenges with clarity and impact.