My approach
Designed for behaviour.
Built by me.
Instead of design thinking, I use the Behavioural Design Method by Astrid Groenewegen (SUE). I start with what you want people to do and find out what stops them. Then I design and build the ads, landing pages or website myself, so you don't need a developer. AI speeds up research and production, so you get the work sooner.
- Steps in my method
- 4
- Developers needed
- 0
- First concepts in
- [X days]
- Languages
- NL · EN
- Method Behavioural Design Method · SUE 4 steps
- Build Design and development in one End to end
- Speed AI for research and production Faster
01 · Method
Four steps from brief to result
Source: The Art of Designing Behaviour, Astrid Groenewegen
I follow the Behavioural Design Method by Astrid Groenewegen of SUE. It replaces design thinking in my process. Every step ends with something you can review.
-
Insight
I map what people do now, what you want them to do, and what stands in the way.
You get What drives and blocks your audience -
Intervention
I turn the strongest force into ad angles and page changes, based on psychology.
You get Concepts to choose from -
Impact
I build the ads or pages and test them with real people, in A/B tests or ad sets.
You get Live tests and results -
Implement
What works goes live wherever it fits, with a check that it stays fair to your audience.
You get The winning version, live
02 · Why behavioural design
Behavioural design vs design thinking
Design thinking asks what people need, then designs something new for it. Behavioural design asks why people who already want something still don't act, and removes what stops them.
With ads and websites, that's usually the job: people know the product, but don't click, sign up or buy.
The difference
| Design thinking | Behavioural design | |
|---|---|---|
| Starts with | What people need | What people should do |
| Based on | Interviews and empathy | Psychology and behavioural science |
| Delivers | A new product or idea | Changes that get people to act |
| Use it when | It's unclear what to build | People know the offer but don't act |
What moves people to act
The four forces in SUE's Influence Framework
Push people to act
- Pains Frustrations with how things go now
- Gains What gets better once they act
Hold people back
- Comforts Habits that feel easy and familiar
- Anxieties Doubts and fears about the new step
Most ads only add reasons to act. I also remove what holds people back.
03 · Design and build
From design to live, without a developer
I design and build the ads, landing pages and websites myself. There's no hand-off to a developer, so what goes live is what was designed.
For you that means one contact person, fewer steps between an idea and a live test, and quick changes once a test is in.
What I build
- Static ads
- Feed and story formats, ready to run
- Landing pages
- Designed and built, ready to test
- Websites
- Design and development, live on your domain
- Tools
- Figma · Cavalry · Claude Code
04 · AI
Where I use AI
AI speeds up the slow parts of the work, so you get it sooner. What to make, what goes live and what counts as a win is still my call.
AI helps, I decide
| AI helps with | I decide | |
|---|---|---|
| Research | Summarising reviews, surveys and competitor ads | Which insight to build on |
| Ideas | More hooks and headlines, faster | What fits the brand and the audience |
| Production | Resizing formats and writing code | What it looks like and what goes live |
| Testing | Sorting and reading results | What won, and what to test next |
05 · Working together
How we'd work together
- 01[Day 1]
Brief
You send the brief, or we talk it through on a short call.
- 02[Day X]
Plan
I map the behaviour and send a plan and a quote: what we'll make and test.
- 03[Day X]
Concepts
First ads or page designs, based on the strongest force.
- 04[Day X]
Build
I build the pages, or deliver the ads in every format you need.
- 05[Day X]
Test and report
What won, why it won, and what to test next.
06 · Rules
Rules I work by
-
Start from what people should do, not from the deliverable.
-
Remove what holds people back before adding more reasons to act.
-
Test it before calling it a win.