Actionable tips on Embedding and Scaling Customer Centric Innovation

From the science of behaviour design and consumer psychology to hands-on tips for conducting user interviews, we explore the tools and mindsets that help you design better experiences, for users and for yourself. If you're curious about how people think and how you can bring consumer behaviour into your product, team or business, you're in the right place.

Unlocking User Motivation: Beyond Gamification in Product Design

Mariam Tarek Tawfik

Gamification boosts engagement, but does it match real motivation? Learn to balance intrinsic and extrinsic drivers for lasting, meaningful impact.

Gamification and motivationIntrinsic vs extrinsic motivationConsumer psychology in productsBehavioral design for engagementUser motivation strategiesSustaining user engagementBalancing rewards in designGamification pitfalls and solutions

Design Thinking is Dead, Or is it really?

Mariam Tarek Tawfik

Is design thinking dead, or just misunderstood? Learn how research and consumer psychology can revive it and lead to truly user-centred solutions.

Design thinking evolutionUser-centered problem solvingImportance of research in designConsumer psychology in designEmpathy vs research debateDesign thinking methodologyBehavioral design insightsSynthesizing user research

Understanding User Needs with Behavioural Personas

Mariam Tarek Tawfik

Building products without user insight is like designing a space with no purpose. Behavioural personas reveal motivations to shape meaningful solutions.

Behavioural personasUser needsConsumer psychologyProduct developmentUser motivation