Behavior-led product and growth design.
Embedding behavioral science into onboarding, retention, and conversion — without resorting to dark patterns or short-term tricks. The goal is products that earn the behavior, and growth that compounds.
Three things we do with product teams.
Embed
Bring structure to work
We sit close to the wireframe and the data, alongside PMs, designers, and researchers. Not a report — a co-pilot.
Reframe
Reframe metrics around behavior
We work intimately with product data and analytics — finding the leading behavioral indicators that quietly predict retention and conversion, instrumenting them, and designing the data products that feed the loop.
Ship
Ship and measure
Behavior changes show up in the product or they don't. We ship interventions, instrument them honestly, and revise.
The frameworks behind the work.
The Behavior Design Canvas frames what behavior we're moving. The Behavior Value Chain finds the highest-leverage moments. The Habit Blueprint sustains them.
Behavior Design Canvas
A framework for designing behavior change.
Our flagship canvas. Used by teams at Microsoft, LEGO, Sitra, and the EU to move from feature thinking to behavior thinking. Target → Align → Shape.
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Behavior Value Chain
Map where value emerges and travels through your product.
Traces how value circulates among users, stakeholders, and other actors — and how it disperses or is recaptured over time. Pinpoints the moments that unlock motivation and lower friction, creating catalysts for the behaviors that drive product success.
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Habit Blueprint
Design the underlying models that create and sustain user habits.
Considers the full spectrum of a person's device ecosystem and usage contexts, sustaining engagement across the touchpoints that reinforce the habits you're aiming to build.
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100% YoY growth · top 2% in its industryRecruitment · High-growth startup
Turning a sales-led platform into one that pulls users in on its own
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A clearer beachhead and a leaner product directionHabit formation & personal goals · Phygital
From a feature-heavy phygital habit product to a behavior-led one
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A sharper B2B SaaS strategy and aligned product direction for mid-marketAnalytics · B2B SaaS product strategy
Helping a pioneering analytics startup jumpstart its mid-market B2B SaaS foray
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A validated core product, accelerator acceptance, and a multi-market launchBeauty & cosmetics · Consumer startup
Helping a European cosmetics startup launch its pilot product
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A working prototype and sharper sales enablement for retail customersEnterprise tech · Retail personalisation
Prototyping a behavioral engine for "segments of one" in enterprise retail
Read case study →Two principles we hold to in product and growth.
Behavior is the unit of work.
Not features, not flows. Decide which behavior should change, by how much, and for whom — then design accordingly.
Friction is a tool, not a problem.
Some friction protects users. Some erodes them. Telling them apart is most of the job.
Have a product or growth challenge?
Tell us about the behavior you're trying to move. We'll come back with a small, focused way in.