SUE works for organisations worldwide to design better products, policies and organisations using behavioural science.

BMS NL Dermatology

What happens in the heads of dermatologists when they consider new treatments?

  • Product: Behavioural Design Sprint + Ideation Sprint
  • Project: Discover an innovative approach for a newcomers on the market
  • Domain: Healthcare / Pharmaceutical Industry
  • Remarkable Fact: Despite having to deal with rules and regulations, we managed to learn a lot about how dermatologists think.


“With the help of SUE Behavioural Design, we gained unique insights into the behaviors of our target group. The results of this intensive process will help us to make the launch of our product even more attuned to their needs in daily practice. – Dennis Schoonderwoerd – Brand Lead Dermatology 


What makes people (not) go to the Ardennes?

  • Product: Insight Sprint
  • Project: Gaining insights from behavioural analysis for future positioning.
  • Domain: Leisure
  • Remarkable Fact: The insights and hypotheses from the qualitative behavioural interviews were strengthened with quantitative survey data in this sprint.


 I really found stage of the project and all the process we went through really interesting. I am happy to see that everybody in our company is getting inspiration and ideas out of this. Great!” – Froukje Janssen, Marketing Project Officer


Create building blocks that generate the right brand-associations and make SME-customers want to stay.

  • Product: Behavioural Design Sprint + Ideation Sprint
  • Project: Translate the Essent Brand Values to positive experiences for SME customers.
  • Domain: Energy services & Sustainability
  • Remarkable Fact: Said customer: In our interviews we found a lot of positive client experiences with Essent Business customer service. Still SME-entrepreneurs valued ‘no contact at all’ as the best service experience.


 What a joy it was to do this project. Your knowledge and psychological behavioral insights renewed our energy and thanks to you guys I now look differently towards doing research and workshops. During the sprint I had to remind myself a couple of times to ‘trust the process’ but it was very nice to see how solid all the insights and recommendations were brought together in a way we can actually really use them.” – Caroline van Beijnen, Sr. Brand Manager Essent Zakelijk 


Help farmers to improve water quality by making adjustments to their own business operations.

  • Product: Behavioural Design Sprint.
  • Project: Spotting, developing and improving opportunities together with farmers that optimize the farmers’ business operations and at the same time improve the water quality around their farms.
  • Domain: Agricultural sector & sustainability
  • Remarkable Fact: Said customer: We were shown around by the farmers in their property and were even given beautiful flowers and plants to take home as mementos.


This was working in a completely different way than we are normally used to, we were looking for a solution that we could get started with right away. That seemed like a big challenge at first, but now it seems very feasible. All signals are now green.” – Manouk Sloothaak, Area Manager Rijnland Water Board


Finding the best value propositions & brand positioning for the Rodenbach beer-brand.

  • Product: Behavioural Insight Sprint.
  • Project: Research & validation of the new positioning of Rodenbach with Dutch & UK beer lovers
  • Domain: Consumer Goods / Food & Beverage
  • Remarkable Fact: Said customer: We worked together with a creative agency to test, analyze and recommend optimizations for their advertisement concepts


You did not just summarize the insights from the interviews but you really added psychological value and behavioural insights to the process. Now we know what really works, but also why it works. And we know what we still have to do to make certain concepts better.” – Erik Soeteman, Global Marketing Director at Royal Swinkels Family Brewers


Interest young clients to start investing

  • Product: Behavioural Design Sprint.
  • Project:Let KBC customers who have been saving since childhood and would rather do nothing else, take the first step towards investing.
  • Domain: Finance and Investment
  • Remarkable Fact: Said customer: “Who would have thought that you could not use investing to get people (start) investing.”


I was impressed with your skills. You can simultaneously supervise a workshop, come up with fresh ideas, make prototypes and write copy. I have never come across all this expertise in 1 person anywhere” – Sofie Oliverio, Service Design Coach KBC Banking & Insurance.


Understand and facilitate GPs’ decision-making process to switch treatments.

  • Product: Behavioural Design Sprint.
  • Project: Learn what messages initiate GPs to reconsider different treatment options for their patients.
  • Domain: Pharmaceutics & Healthcare.
  • Remarkable Fact: We explored and fell in love with a whole new world of the cardiological disease of Atrial Fibrillation (AF) in just a few weeks.

At the beginning of this sprint, you indicated that we would look for the pathway that makes behaviour easier and more logical for our GPs. And we indeed found that pathway. I am delighted with what we have created right now.” – Paul Goossen, Customer Marketing Manager bij Bristol-Myers Squibb


Help office employees form hand-washing habits.

  • Product: Ideation & Implementation Sprint + Pilot Testing.
  • Project: Designing and testing physical interventions that build hand-washing habits.
  • Domain: Public Health / COVID-19.
  • Remarkable Fact: Our interventions increased individual hand-washing by 165%!

I am so happy with these results. The order of first doing a Behavioural Design Sprint than testing the posters and doing an effect measurement worked very well. We are now in a position to roll out this with confidence. The numbers and effects help us to convince people truly.” – Majka van Doorn, Coördinator gedragsteam DG Samenleving en Covid-19


Understanding client behaviour in a fast-changing drinks & beverage industry.

  • Product: Behavioural Design Sprint + Qualitative validation.
  • Project: Gain insight and develop influencing strategies to bring “the good enjoyment”-strategy to life in all five areas with tested (qualitative and quantitative) and validated value propositions, frames and product interventions.
  • Domain: Food & Beverage.
  • Remarkable Fact: Despite the new alcohol legislation, we have found a new strategy to maintain a good ‘deal feeling’ for the consumer and market growth for our client.

We uncovered such a profound and unbelievable array of topics; it is exceptional to experience how substantial you make things. It is so cool what we did together. There was so much energy and appetite to crack this puzzle; it was very high-level quality output and collaboration. We have clear how-to’s to solve the problem. This is perfect for our way of working; we would want to start working in this approach more often.” – Pieter Saman, CEO Gall & Gall


Help non-digital native citizens to make use of public digital services.

  • Product: Behavioural Design Sprint.
  • Project: Design a digital pathway for people who struggle with digitalisation (Loket op Maat).
  • Domain: Public Communication & Service Design.
  • Remarkable Fact: The challenge was to get people to discard sticky habits without decreasing the high service level of the city of Antwerp.

Jobs-to-be-Done is my new mantra. I am genuinely surprised how inclined we are to approach things inside-out without being aware of it. It was such an eye-opener actually to listen to the people for who we do the work. Lutgart Martens, Coördinator Vreemdelingenzaken Stad Antwerpen


Learn how to approach and convince hematologists.

  • Product: Behavioural Design Sprint
  • Project: Find the most effective ways to present scientific data and human-centered collaboration with physicians.
  • Domain: Pharmaceutics & Healthcare
  • Remarkable Fact: We dug deep into the complex world of a rare disease while figuring out its behavioural challenges – we love wicked problems.

These are a lot of insights, a lot of stuff for us to do, a lot of stuff to implement. We have learned a lot on how to approach physicians differently, how to implement things differently to make it work for them.” – Michaël Magagnin, Senior Product Manager Hematology/Oncology Benelux.


Help people at 65+ consume more protein and remain active.

  • Product: Behavioural Design Sprint.
  • Project: Creating several advertising frames that made protein yoghurt irresistible.
  • Domain: Food & Beverage.
  • Remarkable Fact: We tested our prototypes twice in this uniquely tailored sprint with the target group to test-proof different frames and different optimization tactics for those frames.

By customizing, we could test proof the prototypes twice at the target group and adapt them along the way. This allowed us to try innovative and exciting approaches and deepen the frames. I found this truly fascinating.” – Stefanie Kremer – Cluster Leader Consumer Research & Behavior Science


Develop a human-centered road assistance product.

  • Product: Behavioural Design Academy
  • Project: Attract and retain riders and drivers for car hailing app in South America.
  • Domain: Tech in transportation
  • Remarkable Fact: Beat is the fierce challenger in Latin America to Uber and Lyft.

We have, in an effort to embed this way of working in the organisation, infused our briefing template with the “behavioural design methodology” as such to enforce marketers to think about pains, gains, anxieties and comforts, but also with the right target audience and JTBD in mind. This is now the standard briefing template for all our campaigns globally”. Dave Westerhoff, Global Marketing Director.



Engage Australian female business leaders to support refugee women.

  • Product: Behavioural Design Sprint + Ideation Sprint
  • Project: Design of new fundraising product for the Australian market
  • Domain: NGO/Fundraising
  • Remarkable Fact: We designed multiple propositions and prototyped, tested and improved them using feedback of Austalian female business leaders.


Make car drivers choose alternative options for driving.

  • Product: Insight Sprint
  • Project: Reduce the number of cars in Utrecht province supporting the ‘Goed op Weg’ project.
  • Domain: Sustainable mobility
  • Remarkable Fact: Even for the most devoted car users we found insights to change behaviour.

We first needed to trust the process before we could start creating an effective communication campaign. By gaining insights through interviews with the target group, we let the actual car driver decide what type of campaign works best for them. It considerably raised our confidence in the effectiveness of the campaign.” – Wijnand van der Werf, Campaign Manager Goed op Weg.


Increase flu vaccination among health care employees.

  • Product: Ideation Sprint + Implementation
  • Project: Rethink how doubts about vaccination are addressed
  • Domain: Health Care
  • Remarkable Fact: Vaccination increased up to threefold in participating organisations.


Improve the Talent Acquisition Journey.

  • Product: Behavioural Design Sprint
  • Project: Optimise the talent acquisition flow from vacancy to hire.
  • Domain: Venture capital/tech/HR
  • Remarkable fact: The Talent Acquisition eam at Naspers / Prosus is always looking for the talents that could transform their ventures into 1B+ companies.


Increase prosocial behaviour.

  • Product: Behavioural Design Training and Implementation Sprint
  • Project: Campaign to turn social safety concerns into strong positive social norms
  • Domain: Wholesale & Logistics
  • Remarkable fact: There were concerns that employees wouldn’t want to be photographed for the campaign, but enthusiasm grew so fast that people actually had to be turned down.
ABN AMRO Hypotheken
ABN Amro


Get mortgage owners to act upon their debts now, to avoid getting into financial problems later.

  • Product: Behavioural Design Sprint
  • Project: Customer activation strategy
  • Domain: Finance and Insurance
  • Remarkable Fact: Our client reported a huge uplift in the number of people that took the necessary steps to get grip on their mortgage debt.
Texting while driving


Prevent people from touching their smartphone while driving.

  • Product: Behavioural Design Sprint + Ideation Sprint
  • Project: Value Proposition Design, Service Design + Prototyping interventions
  • Domain: Public Domain / Government
  • Remarkable fact: Prototypes developed in co-creation with kids.
heineken sprint


Achieve zero waste during festivals and concerts.

  • Product: Ideation Sprint
  • Project: Innovation project to re-think the waste flow at festivals
  • Domain: Consumer Goods / Entertainment
  • Remarkable Fact: This sprint generated experiments in 5 markets.
Sportcity Logo


Help people to build up a workout routine that lasts.

  • Products: In-company training, Ideation Sprints
  • Projects: Product Design, Service Design, Branding, UX and CRM
  • Domain: Health and Fitness
  • Remarkable Fact: Sportcity/Fit For Free saw a spectacular improvement in the effectiveness of their campaign and conversion strategy.

SUE helped us to put a deep understanding of the psychology of our customers at the heart of everything we do.” – Sabine Kloos, CEO NIBS Holding.



Attract and retain healthcare professionals without a change in salary or workload.

  • Products: Behavioural Design Sprint + In-company training
  • Projects: Retain talent + transform culture
  • Domain: Public Domain / Healthcare
  • Remarkable Fact: We are involved in a long term process to help the organisation put the healthcare worker first in everything they do.
Roche Venue


Transform the way of working into a culture of collaboration.

  • Product: In-company Behavioural Design Academy
  • Project: Upskilling training / team development
  • Domain: Health & Life Sciences
  • Remarkable Fact: Roche HQ in Switzerland has by far the most amazing training venue ever.


Create a human-centered roadside assistance product.

  • Product: Behavioural Design Sprint
  • Project: Create a competitive RA product that car salesmen want to sell, and car buyers want to buy
  • Domain: Automotive industry & Insurance
  • Remarkable Fact: The team consisted of Bovemij, Bovag and RDC: Different expert views combined.
Friesland Campina Sprint


Understand how you can make people fall in love with drinking milk again.

  • Product: Ideation Sprint
  • Project: Value Proposition Design / Framing strategy
  • Domain: Food and Beverage
  • Remarkable Fact: In only three days we prototyped and tested more than 20 value propositions and learned about the psychological boosters and barriers related to the consumption of milk.


Beat extremism and populism in The Netherlands and win the elections.

I can’t talk about this stuff, otherwise I have to kill you 🙂” – Bas Erlings, Head of Strategy Dutch Liberal Party VVD.

  • Product: Consultancy, training
  • Project: Campaing Strategy of the elections 2017 and beyond
  • Domain: Political Campaigning, Public Domain
  • Remarkable Fact: Our selfies with the Prime Minister at election night: priceless.
Board of innovation


Activate mothers in Brazil and Mexico to get a Dengue vaccine for their kids.

  • Product: Behavioural Designer in residence, Behavioural Research
  • Project: A big innovation project for a big pharma client
  • Domain: Innovation, Healthcare and Life Sciences
  • Remarkable Fact: This unexpected collobaration between two independent consultancies begs for more.


Make social security more human-centric.

  • Product: Behavioural Design Sprint + Training
  • Project: Transformation to a more customer-centric government
  • Domain: Government
  • Remarkable Fact: One of the big insights is that we often don’t realise what the levels of stress “clients” of the Social Security Department experience in every interaction with the government.
Swinckels Family Brewers


Get people to switch from drinking alcoholic beer to drinking Bavaria 0.0% beer.

  • Product: Ideation Sprint
  • Project: Innovation Strategy for the 0.0% beer category
  • Domain: Food and Beverage
  • Remarkable Fact: We had the privilege of having the legendary Swinckels Family Brewers themselves to participate in this sprint.


Get IT managers to embrace security awareness services.

Product: Ideation Sprint
Project: Create a security awareness solution that supports IT managers to make their company safer
Domain: Security & IT
Remarkable fact: We assisted 0smosis with an ideation sprint, as part of their project for The Security Factory.
Centraal Beheer Klushulp


Get people to contact Centraal Beheer for more than just insurances.

  • Products: Behavioural Design Sprints + Consultancy + Training
  • Projects:  Mission 2020: transformation to a customer centric company
  • Domain: Banking and Insurance
  • Remarkable Fact: The “Klushulp” proposition that we prototyped and finetuned in this sprint, became a massive success in The Netherlands.


Increase customer engagement on the ECG platfroms, using the Psychology of Trade

  • Product: In-company training program Behavioural Design
  • Project: A Behavioural Design training program in seven markets as part of the Psychology of Trade University
  • Domain: Tech
  • Remarkable Fact: To fullfill the mission of augmenting teams with Behavioural Science capabilities we trained global teams with sessions in Amsterdam, Berlin and Sydney.


Design a smooth traveler journey at Rotterdam The Hague Airport during the renovations.

  • Product: Ideation sprint
  • Project: A short Ideation sprint coming up with ideas based on behavioural psychology to improve the passenger journey that we immediately turned into prototypes.
  • Domain: Travel & Transportation
  • Remarkable Fact: We worked on the airport location when one of the biggest storms ever travelled across The Netherlands. All flights were cancelled but we worked on. We were a storm in a storm.


Design a value proposition and customer-acquisition strategy for the Guardian Connect.

  • Product: Behavioural Design Sprint + Ideation sprint
  • Project: Develop a customer acquisition strategy for the Guardian Connect
  • Domain: Health and Life Science, Tech
  • Remarkable Fact: We discovered in our research that a bug turned out to be a feature.

Want to know how we can help you solve your challenge?

Please contact us, we are happy to tell you more about the work we did before and how we can help you tackle even the most thorny challenges.