SUE | Behavioural Design
Amsterdam · 15 fte · opgericht 2011
SUE | Behavioural Design helpt organisaties gedrag begrijpen en beïnvloeden via strategie-sprints, trainingen en gedragspsychologisch onderzoek.
Specialismen
Wat wij op je site vonden
via Knowledge-OS
SUE | Behavioural Design is een strategie- en innovatiebureau dat gedragspsychologie combineert met creatief denken. De kern van de aanpak: menselijk gedrag doorgronden en die inzichten omzetten in concrete, geteste oplossingen. Dat doet SUE via Behavioural Design Sprints — compacte trajecten waarin een organisatievraagstuk snel wordt vertaald naar geprototypede en getoetste interventies. Naast projectwerk biedt SUE een eigen opleidingsprogramma: de Behavioural Design Academy. Dat is een intensief tweedaags programma voor professionals die zelf willen leren hoe ze gedrag kunnen ontwerpen, met praktische methodes en tools. Er zijn ook in-company trainingen voor teams. Het bureau richt zich op organisaties die willen dat klanten, medewerkers of gebruikers betere keuzes maken — in producten, communicatie, campagnes of interne processen. De aanpak combineert psychologische inzichten met snel testen, wat het bureau zelf omschrijft als een "hacker mentality". Dat maakt het een logische keuze voor teams die niet alleen advies willen, maar ook methodes willen beheersen.
Waar je ze voor inzet
Behavioural Design Sprint
Kort, intensief traject waarin een organisatievraagstuk wordt omgezet naar geprototypede en geteste gedragsinterventies.
Behavioural Design Academy
Intensief tweedaags opleidingsprogramma waarin je een praktische methode leert om gedrag te beïnvloeden met gedragspsychologie.
In-company training
Maatwerktraining voor teams binnen een organisatie, gericht op het zelf toepassen van behavioural design.
Strategie & innovatie
Ontwikkeling van mensgerichte strategieën via rapid prototyping, gericht op betere proposities, producten en campagnes.
Gedragspsychologisch onderzoek
Kwalitatief en kwantitatief onderzoek om menselijk gedrag en drijfveren achter keuzes beter te begrijpen.
Samenvatting afgeleid uit website-content via Bedrijfsdata.
Niet-geclaimd profiel. Dit profiel is samengesteld door Knowledge-OS, niet door het bureau zelf. Ben je dit bureau? Claim dit profiel
Cultural-fit-vector
Team: 15 fte · bron: KvK/Bedrijfsdata
Meer inzicht in de cultural-fit-vector is beschikbaar voor klanten van een betaald profiel.
Machine-afgeleid uit publieke bronnen — website, LinkedIn, cases en bedrijfsgegevens. Niet door het bureau ingevuld. Bureaus kunnen feitelijke correcties betwisten via het dashboard. Hoe we dit bepalen
Laatst bijgewerkt: 14 jun 2026
Cases
e-commerce
eBay & Marktplaats — Tech & Digital
SUE helped eBay and Marktplaats increase customer engagement on their e-commerce platforms using the Psychology of Trade, training global teams in sessions held in Amsterdam, Berlin and Sydney.
health-tech
Medtronic — Pharma & Healthcare
SUE helped Medtronic design a value proposition and customer-acquisition strategy for the Guardian Connect device, where research uncovered a supposed bug that turned out to be a valued feature.
health-tech
GGD Zeeland — Pharma & Healthcare
SUE helped GGD Zeeland increase flu vaccination among healthcare employees; vaccination uptake increased up to threefold in participating organisations.
other
UNHCR — Government & NGO
SUE helped UNHCR engage Australian female business leaders to support refugee women, prototyping and testing multiple propositions with the target group.
other
Ardennes-étape — Leisure & Tourism
SUE researched what makes people (not) go to the Ardennes for Ardennes-étape's tourism marketing, generating inspiration used across the client's company (Froukje Janssen, Marketing Project Officer).
other
Essent — Energy & Sustainability
SUE helped Essent create building blocks that generate the right brand associations to make SME customers want to stay, combining psychological behavioural insights into a coherent set (Caroline van Beijnen, Sr. Brand Manager).
other
Rijnland Water Board — Government & NGO
SUE helped Rijnland Water Board get farmers to improve water quality by adjusting their own business operations, changing the way of working so that all monitored signals turned green (Manouk Sloothaak, Area Manager).
other
Ministry of Justice — Government & NGO
SUE helped the Ministry of Justice's office employees form hand-washing habits; the behavioural interventions increased individual hand-washing by 165% (Majka van Doorn, Coordinator Behaviour Team, DG Society and Covid-19).
other
Gall & Gall — Food & Beverage
SUE helped Gall & Gall understand client behaviour in the fast-changing drinks & beverage industry, delivering high-level quality output through close collaboration (Pieter Saman, CEO).
other
City of Antwerp — Government & NGO
SUE helped the City of Antwerp support non-digital-native citizens in using public digital services, introducing a Jobs-to-be-Done approach to replace inside-out thinking (Lutgart Martens, Coordinator).
other
Beat — Tech & Digital
SUE helped ride-hailing app Beat attract and retain riders and drivers in South America; behavioural design is now the standard briefing template for all of Beat's global campaigns (Dave Westerhoff, Global Marketing Director).
other
Goed op Weg — Sustainable Mobility
SUE helped Goed op Weg encourage car drivers to choose alternative mobility options by letting actual car drivers decide which campaign type works best for them, raising confidence in the approach (Wijnand van der Werf, Campaign Manager).
other
Prosus — Tech & Digital
SUE helped Prosus improve its Talent Acquisition journey from vacancy to hire, supporting a team that pursues talent to build ventures into billion-dollar companies.
other
Royal FloraHolland — Agriculture & Wholesale
SUE helped Royal FloraHolland increase prosocial behaviour on the work floor; enthusiasm for the resulting campaign grew so fast that people had to be turned away from the photo shoot.
other
ANWB — Mobility & Consumer
SUE helped ANWB design interventions to prevent people from touching their smartphone while driving, co-creating prototypes together with children.
other
Sportcity & Fit For Free — Sport & Health
SUE helped Sportcity and Fit For Free get people to build a lasting workout routine, putting a deep understanding of customer psychology at the heart of the client's approach (Sabine Kloos, CEO NIBS Holding).
other
VVD — Government & NGO
SUE helped the VVD develop a strategy to counter extremism and populism in the Netherlands ahead of national elections (Bas Erlings, Head of Strategy).
other
Belgian Federal Government — Government & NGO
SUE helped the Belgian Federal Government make social security more human-centric, addressing stress levels citizens experience during interactions with Social Security.
other
Osmosis — Tech & Digital
SUE helped Osmosis get IT managers to embrace security-awareness services, assisting with an ideation sprint as part of The Security Factory project.
other
Rotterdam The Hague Airport — Mobility & Transport
SUE helped Rotterdam The Hague Airport design a smooth traveller journey during major renovations, working through one of the biggest storms to ever hit the Netherlands when all flights were cancelled.
health-tech
Bristol-Myers Squibb — Pharma & Healthcare
SUE researched what happens in the heads of dermatologists when they consider new treatments, giving Bristol-Myers Squibb unique insights into their target group's behaviour (Dennis Schoonderwoerd, Brand Lead Dermatology).
manufacturing
Rodenbach — Food & Beverage
SUE helped Rodenbach find the best value propositions and brand positioning for its beer brand, clarifying what works and why for the Global Marketing Director (Erik Soeteman).
fintech
KBC Banking & Insurance — Finance & Insurance
SUE helped KBC Banking & Insurance interest young clients in taking their first step towards investing, combining workshop facilitation, ideation, prototyping and copywriting in one sprint (Sofie Oliverio, Service Design Coach).
health-tech
Bristol-Myers Squibb & Pfizer — Pharma & Healthcare
SUE helped Bristol-Myers Squibb and Pfizer understand and facilitate GPs' decision-making process to switch treatments, identifying the pathway that makes the new behaviour easier and more logical for GPs (Paul Goossen, Customer Marketing Manager).
manufacturing
FrieslandCampina — Food & Beverage
SUE helped FrieslandCampina get people aged 65+ to consume more protein and remain active, using innovative approaches to deepen behavioural frames (Stefanie Kremer, Cluster Leader Consumer Research & Behaviour Science).
health-tech
Bristol Myers Squibb Belgium — Pharma & Healthcare
SUE helped Bristol Myers Squibb Belgium learn how to approach and convince haematologists in a fundamentally different way, changing how physicians are engaged (Michaël Magagnin, Senior Product Manager).
fintech
ABN AMRO — Finance & Insurance
SUE helped ABN AMRO get mortgage owners to act on their debts before problems arise; the client reported a large uplift in the number of people taking the necessary steps regarding their mortgage debt.
manufacturing
Heineken — Food & Beverage
SUE helped Heineken pursue zero waste during festivals and concerts; the sprint generated experiments that were rolled out in 5 markets.
health-tech
Beweging 3.0 — Pharma & Healthcare
SUE helped Beweging 3.0 attract and retain healthcare professionals without changing salary or workload, through a long-term process that put healthcare workers first.
health-tech
Roche — Pharma & Healthcare
SUE helped Roche transform its way of working into a culture of genuine collaboration, running the project at Roche's HQ training venue in Switzerland.
fintech
Bovag & Bovemij — Mobility & Insurance
SUE helped Bovag and Bovemij create a human-centred roadside-assistance product that dealers want to sell and drivers want to buy, combining three expert perspectives in one sprint.
professional-services
Board of Innovation — Tech & Digital
SUE partnered with consultancy Board of Innovation to activate mothers in Brazil and Mexico to get their children vaccinated against Dengue, combining two independent consultancies' expertise.
manufacturing
Swinkels Family Brewers — Food & Beverage
SUE helped Swinkels Family Brewers get people to switch from alcoholic beer to Bavaria 0.0%, with the Swinkels family themselves participating in the sprint.
fintech
Centraal Beheer — Finance & Insurance
SUE helped Centraal Beheer get people to contact them for more than just insurance; the resulting 'Klushulp' proposition became a massive success in the Netherlands.
Veelgestelde vragen
Wie doet het werk?
Een vast team van 15 mensen in Amsterdam. Het bureau is opgericht in 2011. Geen freelance-bench die als senior wordt verkocht.
Hoe wordt dit profiel onderhouden?
Je leest een profiel dat is samengesteld uit publieke bronnen door Knowledge-OS, niet door het bureau zelf. Wij refreshen maandelijks. Bureaus kunnen feitelijke claims betwisten via het claim-proces.
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Contact
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