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Jorn Craeghs is the Insights Lead at strategy and innovation agency SUE Amsterdam. SUE uses behaviour design as a methodology to nudge people towards better decisions about work, life and play.

Jorn is an expert in human behaviour and decision-making. He researches human behaviour through interviews and observations and uses his insights to design human-centred experiences in multiple fields. The goal: to create things that people really want. Jorn has led projects for companies such as Philips, Sanoma, Achmea and Rabobank, next to projects for non-profit organisations and government. He is a regular keynote speaker and workshop leader at conferences, schools, and for clients.

Event role
Masterclass leader

'Thinking like a behavioral designer'

How to develop human-centered strategies through rapid-prototyping? In this workshop we explore the Job-to-be-Done framework. This is a powerful and simple framework for designing behaviour. With this framework we understand and map customer’s pains and gains that push him towards the desired behavior and the habits and anxieties that pull him away from the brand’s solutions. This is an extremely powerful method to discover the psychological barriers that often stand in the way of embracing new products and services. Unlock the potential of cognitive psychology!

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