Behavior design

Our behavior design team works with you to understand your users and leverage behavioral science to shape the user experience. Behavior design facilitates the translation of user research, behavioral science models and cognitive science principles into features and interfaces that are customized for your user needs.

Identifying key behaviors

Our user insights specialists and UX designers collaborate to conduct research to identify key user behaviors, exploring the psychological and cognitive nuances relevant to their condition, needs and expectations. This can include desk as well as primary research, to map out user journeys and dig deeper into the underlying influences of their decisions, behaviors and any ‘pain-points’ that need to be addressed. All of this research is vital for ensuring behavior-centered design.


Exploring and prioritizing behaviors

Once our behavioral design experts have thoroughly understood your users’ journeys and identified key behaviors, we analyze the contributing promoters and barriers by applying behavioral science models, such as the COM-B model of behavior. This allows us to prioritize behaviors that need to be addressed in the UX design and establish opportunities for interventions with the greatest impact on user outcomes.


Tailored behavioral interventions

Having prioritized key user behaviors, our design team maps these to leading behavioral design techniques. These techniques provide an evidence and theory-based framework to guide your concept generation and UX/UI design, without imposing any constraints on creativity. Once concepts are generated, it’s essential that the design process is continuously evaluated against the techniques identified, to ensure they are tangibly translated into the user experience.


Applied behavioral science principles

Behavior design goes beyond concept generation – it is also embedded in design choices that make up UX/UI design and user journeys. For example, language, color selection, presentation order, information design, calls to action, iconography and many other elements play a role in shaping user interactions, attitudes and decisions. Our team regularly evaluates these elements, in addition to higher-level concepts and features, against core behavioral science principles.


From research to iterative design

An optimal behavior design process requires research and design activities to constantly feed into each other. Research should guide ideation and design decisions, and designs need to be regularly tested and iterated. We implement rapid testing methods to ensure regular input from your end users and experts, helping to validate your designs and account for individual differences in user behaviors.


User testing

Selected behavioral interventions can be isolated and tested with your users, to assess the perceived value of the intervention and its impact on desired outcomes. This input is critical for developing UX design that is informed by behavioral science but is also personalized and inclusive.

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