Behavior Design
Design product features, content, and services that help people follow through — without relying on willpower alone.
Features ship, content publishes, services launch — and people still don't follow through. Engagement drops once the novelty fades, and nudges get bolted on without diagnosing what's actually blocking the behavior. This course gives you a structured way to design for how people actually behave.
Taught by Robert Meza — Founder, Aim For Behavior
Trusted by professionals across industries
Available now — most students expense it through their L&D budget.
- FormatSelf-paced
- Final outputBehavior Design Logic Model
The problem
Why do perfectly good products fail to change behavior?
Features ship, content publishes, services launch — and people still do not follow through. Understanding why customers and users behave the way they do is the difference between designing for intention and designing for actual behavior.
Engagement drops after the novelty fades.
People sign up, try it once, and drift away — because the design relies on motivation staying high.
Users know what to do and still don’t do it.
The intention–action gap is a design problem, not a user problem.
Solutions get copied without the science.
Nudges and gamification get bolted on without diagnosing what is actually blocking the behavior.
What you will build
Behavior Design Logic Model
| Challenge | |
|---|---|
| Drivers (COM-B) | |
| Solution / Intervention | |
| Target Behavior | |
| Outcome |
What you will learn
Foundations of behavior design
A flexible, step-by-step process — from understanding the problem to designing and testing the intervention.
Understand the problem
- UnderstandWhat is the problem, really?
Define & prioritise behaviours
- DefineWhich behavior, for whom, in what context?
Design & test the intervention
- DriveWhat will actually move the behavior?
- DesignHow does the science become a design?
Ready to learn the practical side of behavior design?
Start the course today and apply the process to your own product, content, or service.
Buy the course · €297Who is behind this
Who is behind this
Robert Meza
Founder, Aim For Behavior
Robert Meza is a behavioral strategist and the founder of Aim For Behavior, a behavioral science consultancy that helps organizations make change happen in real work. He has spent his career helping teams move from change plans to adopted behaviour, and built these courses to put that same approach in practitioners’ hands.
I kept seeing good products and services fail because they were designed for how we wish people behaved. This is the process I use to close that gap.
Who it is for
Who it is for
Professionals who design things people use — and need those people to follow through.
Full syllabus
Every unit, in order
-
M1 Understand
What is the problem, really?
Problem definition, using evidence and data, triangulation, and pattern recognition.
-
M2 Define
Which behavior, for whom, in what context?
Behavioral mapping, behavior selection, and contextual understanding.
-
M3 Drive
What will actually move the behavior?
Evaluating intervention strategies and behavior change techniques.
-
M4 Design
How does the science become a design?
Translating behavior change techniques into ideas, prototypes, and designs.
What is included
Format and access
Video lessons with step-by-step examples
86 lessons walking the full process with worked examples.
4 real-world case studies
See the method applied across retail, employee retention, and cybersecurity contexts.
Certification
Complete the course and receive a certificate.
Worksheets, templates and PDFs
Practical materials you apply to your own work.
Questions, answered
Questions, answered
Who is this course for?
How long do I have access?
Is there a guarantee?
Is it theoretical or practical?
What learners say
5.0 from 10 reviews · verified course platform
“I feel I got exactly what I needed out of this course as it provides a practical understanding of how to add Behavior Science to projects through a step-by-step process using a real case study. It has given me the confidence to apply a behavioral 'lens' to my UX projects in a more conscious manner and integrate design thinking into the health-related interventions I work on as a Health Promotion Psychologist.”
Anna ZC
“I appreciated the introduction to a range of strategies and resources I can draw on to guide decision-making for selecting interventions.”
Scott B
“Robert has a great course for introducing you to the concepts of behavioral design. Take this class and you will be prioritizing, scoring behavior solutions and creating smart intervention strategies in no time. Get jump started from one of the smartest and nicest behavioral science pros, who's in it to teach and share information.”
Thomas W
“This course has equipped me with valuable tools and knowledge to tackle behaviour change challenges in organisational settings. The in-depth exploration of behaviour change frameworks, theories, and models, combined with hands-on activities like creating behavioural maps and selecting intervention strategies, has given me a practical skill set. I now feel more confident in developing solutions to enhance behaviour change success.”
Annemijn H
“This course contains important information that anyone who works in service design should know. It is well-written and easy to understand, so I highly recommend taking the time to study it carefully.”
Mozah A
“Really liked how the course was set up—great mix of theory and hands-on stuff. The case study he used was interesting, and not just boring examples.”
Maria K
Read the other 4 reviews
“A really insightful course from beginning to end! I highly recommend this course. I'm eagerly anticipating diving into the next one!”
Ralf L
“I love how practical the course is! Retaining new knowledge can be difficult when it is solely based on theory - even if it is presented in an easily understandable way. What Robert Meza does fantastically is making the content of the course easily relatable by utilizing real-life case studies throughout the course.”
Stanislava S
“This course was practical and the perfect amount of time to dive in and understand a complex framework. I had found the Miro board from Robert and when I realized he had a course I was eager to take it – this was exactly the type of course we have been looking for. Thank you!.”
Ashley RC
“Powerful insights, strategies, tools and frameworks that I can't wait to use in meaningful ways. And Robert Meza, you made it so easy for me. Thank you for putting this together and sharing it with us.”
Mouhamed G