Ever felt like you're guessing what your customers really want, or spent hours tweaking designs without knowing if they'll resonate?
When customer insights are unclear, you're left making important decisions in the dark, risking your time and resources.
Let's face it, no one enjoys launching a beautifully designed product that users glance at once and never use again.
That's why we created the Behavioural Design Playbook and self-paced course, your practical guide to confidently understanding consumer psychology and crafting experiences your audience will genuinely love, without the guesswork.
By the end of this course, you’ll be able to:
Understand the psychology behind decision-making and behavioural influence.
Apply behavioural frameworks to enhance your products, services, and marketing.
Recognise and avoid biases that derail good design.
Move beyond what people say and uncover what truly drives their actions.
Design ethical, effective experiences based on consumer psychology.
Giving you clearer insights, saving time, reducing risk, and sharpening your competitive edge!
This course is for professionals in UX, product, marketing, research, and strategy who want to understand consumer behaviour and apply it to their work. If you need to move beyond assumptions and design for how people really think and act, this course is for you.
This isn’t just theory. You’ll get practical tools and real-world examples so you can start applying what you learn from day one - If I fail to deliver, you get your money back!
Gary van Broekhoven
Honoured as a 2024 Master Teacher of the Year nominee, I’ve spent 27 years helping global teams decode game-changing insights through powerful frameworks like GRAMS and NOREX, now recognised in academia and innovation.
From NASA to Disney, I’ve led global teams to success.
Now, I’m here to equip you with the same expertise to stay ahead in a fast-changing market.
In fact, it is so applicable that I have already absorbed the content and used it in a Design Sprint session with the team.
Most people design experiences based on guesswork, opinions, or what users say. Real consumer behaviour often tells a different story.
This course gives you essential frameworks to:
Decode the real drivers of consumer behaviour.
Move beyond assumptions to make confident decisions.
Craft experiences that authentically shape behaviour.
Gain practical, career-enhancing skills immediately applicable in your work.
You’ll master 12 proven frameworks and theories applicable across all B2C sectors, radically changing how you design consumer experiences.
(Three exclusive frameworks developed by the course author are taught first-hand).
Special Beta Launch Price (total value:1200€).
Grab it before prices go up in May!
Remember, you do not have to say YES right now. You only have to say MAYBE.
Start the course and if you decide it´s not for you at any time, no problem.
You can get a refund anytime, no hassle, just email us, and we will refund you right away
What is included when you sign up:
Self-paced, 12 hours of training.
Practical video modules: clearly teaching you both the WHY (Consumer Psychology) and the HOW (Behavioural Design) behind consumer actions. (Value: €500)
Complete Framework Deck (200+ pages): Over 30 practical templates and guides to apply instantly. (Value: €100)
Official Certification: Showcase your skills and boost credibility on LinkedIn..
Lifetime Access: Revisit lessons anytime, at your convenience.
BONUS #1 - Personalised 1-hour consultancy session (Online, Live)
Discuss real-world applications and ensure you're fully confident with your new skills. (Value: €250)
BONUS #2 - Free updates: Instant access to all course updates, new methods, and frameworks throughout the year,
and there's lots coming! (Value: €250)
BONUS #3 - Join one of our live AMA sessions: We run weekly "Ask me anything" sessions with students from our live cohorts, come and join in and learn from the latest in consumer psychology. (Value: €100)
Valued at 1200€ - Priced fixed until May 2025
9.4 Satisfaction rate
By the end of this course you will:
Understand the psychology behind decision-making and behavioural influence.
Apply behavioural frameworks to enhance your products, services, and marketing.
Recognise and avoid biases that derail good design.
Move beyond what people say and uncover what truly drives their actions.
Design ethical, effective experiences based on consumer psychology.
Giving you clearer insights, saving time, reducing risk, and sharpening your competitive edge!
You’ll master 12 proven frameworks and theories applicable across all B2C sectors,
radically changing how you design consumer experiences.
Valued at 1200€ - will change in May 2025
Designers:
Create user experiences that resonate deeply by applying proven psychological principles while reducing the risk of design decisions that miss the mark.
Product Managers:
Make smarter, data-driven product decisions with confidence by understanding what truly motivates your users, de-risking feature prioritization and development.
Marketers:
Craft campaigns that connect emotionally and drive action, ensuring your marketing efforts hit the right notes and reduce wasted resources.
Researchers:
Decode user behavior with precision and uncover the "why" behind the data, enabling more impactful insights and confident stakeholder recommendations.
Innovators and Entrepreneurs:
Design products and services that people love, ensuring long-term success, loyalty, and a reduced risk of costly missteps.
Don Norman
No psychology experience needed
Clear, practical steps
Instantly actionable insights
I am curious to learn more grant me access to the Masterclass. I understand I may also receive exclusive tips. I know I can easily unsubscribe at any time :)
Yes, upon completing the course, you will receive a certificate of completion. For those who submit a project in the advanced level, a certificate of Mastery is issued. All certificates have a unique ID code and can be uploaded to LinkedIn etc.
For self-paced, you can obviously go well, at your own pace. For the live groups, Expect to invest 4-5 hours per week, with flexibility in how you distribute your time. All class sessions will also be recorded if you want to catch-up.
No mandatory coursework or final exams. The course is designed in a typical innovation project format (Design Thinking), We've designed each class to be immediately applicable to your own projects.
No exam, but it’s important that you really get the most from this investment in yourself. Students enjoy and get more out of it by applying the lessons directly to their work, personal project or university project. If you chose to do your own project, then you can hand that in and I can give feedback.
Even though we regularly have students with degrees in psychology who want to learn the application side, no prior psychology knowledge is expected or required, making this course suitable for all levels.
We want to reward loyalty, contact us and we'll see how we can help.
If self-paced, then you'll immediately receive an email with your login details etc, and you can start. If you are joining a live cohort, you can access all the videos and training material on the day the course starts, this allows everyone to start in the same place. Once it has started, you can go at your own pace.
The course includes a pack (200+ pages!) with all necessary frameworks in digital and downloadable formats, live weekly Q&A sessions, and additional resources for continuous support, don't worry, we have you covered.
Yes- you can claim this as a business expense. If you are outside of Spain, then you will be excempt of VAT/IVA/Tax. Just send us an email and we will prepare your receipt accordingly.
Custom plans are available for companies and teams. Contact [email protected] for specific details.
Absolutely, you paid, it's yours, plus, for a limited time, you'll get all the latest industry methods included, (once I've recorded them).
We offer a 100% refund policy if the course doesn’t meet your expectations.
I started my career designing gambling machines, but I've also worked in a wide range of sectors from healthcare to financial institutions to transport and even toys for Disney. My experience is pure hands on, learning what really works vs what looks good on paper, and I'm only here to show you what is proven to work time and time again in a wide range of industries.
Questions? Or perhaps you just want to get to know your professor, no problem, just click on the link to book a zoom call and we can answer all your questions. Also, you are welcome to check out our masterclasses as a taster.
Inspiring teacher that make his students love to attend and participate in his class.
The way Gary presented the subject is very clear and made me understand the concepts easily. I liked learning about each of the theories.
I liked that the theories are used in our daily life practise. The course was eye-opening regarding how marketing strategies strongly leverage the behaviours of the consumers, and it is really helpful.
“ It’s not what they drive that counts but what drives them.”
Gary van Broekhoven
What Drives Them
Roc Boronat 117
Barcelona, Spain 08011
garyvb @ what drives them . com
Hours
Monday - Friday
10am - 6 pm
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