Behavioral design - the key to creating effective change

What is behavioral design?

Behavioral design is a multidisciplinary approach that combines insights from behavioral science, design thinking and other sciences to influence and shape human behavior in a desired way. It is centered on the idea that our decisions and actions are greatly influenced by the way choices and information are presented to us.

At the heart of behavioral design is the understanding that human behavior is often unconscious and driven by our environment rather than rational consideration. We are influenced by a wide range of factors, including social norms, our past experiences and how information is presented to us. With this knowledge, behavioral design can create 'choice architectures' that promote certain behaviors.

Behavioral design is not only about understanding how people make decisions, but also about creating environments, processes and systems to support desired behaviors. This can include everything from designing a website that promotes usability to creating policies that support healthier lifestyle choices.

This approach has been used in a wide range of fields, including healthcare, environmental protection, marketing and management. By designing environments that promote certain behaviours, behavioural design can help solve complex problems, improve our quality of life and optimize organizational performance.

Why should you work with behavioral design?

Behavioral design is a crucial part of successful change management and is a key factor in creating lasting change. This is because behavioral design uses psychological principles to understand and influence human behavior, which is a central part of any change process.

When implementing change, it is often necessary to change behavioral patterns, both on an individual and organizational level. Traditional change methods can often fail because they underestimate the human factor and expect rational and logical behavior. But behavioral design takes into account that human behavior is complex and often not rational. Therefore, it designs interventions that are tailored to the human behavioral and decision-making processes.

Behavioral design also makes it possible to create more engaging and user-friendly solutions. By understanding how people interact with their environment and the systems they use, we can design experiences that are intuitively satisfying, easy to understand, and naturally promote desired behaviors.

Working with behavioral design can also help identify unexpected barriers to change and opportunities to strengthen acceptance and adoption of change. This can range from understanding how team dynamics affect the acceptance of new work processes to designing communication strategies that motivate and engage employees.

Ultimately, behavioral design is an essential part of successful change management because it takes into account the human factor in change processes and helps design interventions that are tailored to our natural behavioral patterns.

LEAD's approach to working with behavioral design in change projects

At LEAD - enter next level, we see behavioral design as a crucial part of successful change projects. We understand that true transformation happens through people, and in order to influence and lead change effectively, we must first and foremost understand human behavior.

Our approach to behavioral design is deeply rooted in our understanding of human psychology and behavioral sciences. We draw on this knowledge to design interventions that are not only logical, but also take into account the emotional, cognitive and social aspects of human behavior.

Every change process starts with an in-depth understanding of the people we work with. We engage in a thorough analysis of employee behaviors, attitudes, expectations and fears. This gives us a solid understanding of their needs, motivators and any barriers to change.

We then design interventions that are tailored to these unique behavioral profiles. We focus on creating an experience that is intuitive, engaging and motivating for employees. We leverage natural human behavior to promote the desired change, instead of fighting it.

Finally, evaluation and adjustment is an integral part of our process. We continuously monitor the impact of our interventions and adjust them as needed to ensure we continuously improve our approach and achieve the best possible results.

Simply put, at LEAD we believe that understanding and designing human behavior is at the heart of effective implementation management. We apply behavioral design to ensure our implementation strategies are human-centric, effective and sustainable.

How we can help you

We offer you management and organizational sparring, research-based training and presentations on behavioral design, as well as training courses with a specific focus on giving you and your organization general management skills. Read examples of our services here.


Inspiring research-based presentations on behavioral design for all levels of your organization


Sparring in connection with the development of your organization, your decisions and initiatives.


Facilitation of active workshops focusing on competence development at management and executive level.

Contact us to learn more about what we can do for your organization

Are you facing an organizational change? Do you need strategic advice or a cultural development program?

Contact us and together we will tailor a process that develops the exact competencies and structures that strengthen and future-proof your organization.

Christian Nyvang Qvick



Cell phone: +45 26 79 85 93