SUE works for organisations around the globe to design better products, policies and organisations using behavioural science. NL


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.


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.


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.
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.

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.

  • 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.


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.
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.


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.