Most frameworks promise to fix the symptoms. Behaviour Thinking fixes the cause.

It’s not about guesswork or gut feelings. It’s about understanding why people act the way they do—and using that knowledge to create solutions that stick. That’s the magic of Behaviour Thinking.

Here’s the real story: it’s not a trend, and it’s not fluff. Behaviour Thinking gets results because it tackles problems at their root.

The Real Problem: We’re Solving the Wrong Things

Every team has been there:

• A beautifully designed product that no one uses.

• Meetings that feel productive but lead nowhere.

• Campaigns that look great on paper but flop in reality.

The issue isn’t effort or creativity. It’s focus. Most solutions target outputs—a prettier design, a clearer message, a more engaging interface. But what if the problem isn’t the design at all?

The real problem is behaviour.

Behaviour Thinking = The Fix You Didn’t Know You Needed

Instead of asking, What’s not working? Behaviour Thinking asks, What’s driving this behaviour?

• Why are users dropping off at checkout?
  It’s not about the button colour—it’s about anxiety over hidden costs.

• Why are teams missing deadlines?
  It’s not laziness—it’s decision fatigue from an overwhelming workflow.

• Why do some campaigns feel flat?
  It’s not the message—it’s a lack of emotional resonance with the audience.

By focusing on the behaviour, not the output, Behaviour Thinking lets you create solutions that actually address the problem.

Why Behaviour Thinking Works

1. It Digs Deeper

Most approaches stay at the surface. Behaviour Thinking gets to the heart of the issue—what’s driving the action (or inaction) you’re trying to influence.

Example:
A financial app struggled with user retention. The team assumed users were overwhelmed by the app’s complexity. Behaviour Thinking revealed a simpler truth: users didn’t feel rewarded for their efforts. The fix? Introducing a progress tracker that celebrated small wins.

Result: Retention rates jumped by 20%.

2. It’s About People, Not Processes

Behaviour Thinking doesn’t just optimise workflows or polish designs. It focuses on how real people think, act, and feel—and creates solutions that fit naturally into their lives.

Example:
A global retailer faced skyrocketing returns. The assumed fix? More detailed product descriptions. Behaviour Thinking flipped the script, showing that returns spiked when free shipping was paired with unclear sizing charts.

The solution: simplify sizing guides and add visual cues. Returns dropped by 12% in three months.

3. It’s Built for Small Tweaks, Big Wins

Behaviour Thinking thrives on subtle changes with outsized impact. It’s not about flashy overhauls—it’s about precision.

Example:
An ecommerce site saw users abandon carts during checkout. The team thought they needed to redesign the entire flow. Behaviour Thinking found the real barrier: users didn’t trust the payment security.

The tweak? Adding a “Trusted by Millions” badge at checkout. Completed purchases jumped 15%.

Who Should Care About Behaviour Thinking?

For Designers

If you’re tired of creating features users ignore, Behaviour Thinking is your answer. It helps you design products that feel intuitive—because they’re built around real human behaviour.

Example:
Designing a language-learning app? Behaviour Thinking shows you that users avoid long lessons because they feel like too much work. Breaking lessons into 5-minute chunks? That’s behaviour-first design.

For Leaders

Struggling to inspire your team? Behaviour Thinking helps you understand what’s holding them back—then shows you how to create an environment where they thrive.

Example:
Your team zones out in meetings. Behaviour Thinking reveals that long, unstructured discussions make people feel unheard. The fix? Start with a 5-minute “What’s one thing you’re excited about today?” check-in. Participation doubles.

Why Not Start With Behaviour Thinking?

That problem in your business is a behaviour problem.

• Why aren’t users converting? Behaviour problem.

• Why aren’t your team’s ideas landing? Behaviour problem.

• Why does progress feel slower than it should? Behaviour problem.

Behaviour Thinking doesn’t just give you answers. It shows you the right questions to ask, and how to turn those questions into results.

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.