Speakers & Sessions
What Is Behavioural Design And Why Should You Care? 

Tom is a clinical psychologist who after 6 months working in a mental institution decided never to practice psychology in the medical world again. From qualitative researcher, strategic planner, creative director, business founder and TED speaker: Tom has done it.

As your host for the Behavioural Design Fest 2022, he will present us with his power session ‘What is Behavioural Design – and why should you care?’

Tom’s session will give you a fast-paced tour of behavioural design principles and, critically, give insights into the scope and potential of what you can do with them.


Tom De Bruyne

Changing Outcomes at Scale, with Speed

Iain MacRitchie is Scotland’s leading expert in changing outcomes, quickly, at scale.  Over a vast career in corporate accelerations, turnarounds and start-ups, Iain helped change the outcomes for tens of thousands of leaders, employees, shareholders and customers all round the world.


Now, Iain leads a pioneering organisation, MCR Pathways, seeking to change the outcomes for the most disadvantaged children in our society – at scale.  Piloted and developed in Glasgow, the MCR Pathways approach is now rolling out across the UK with dramatic change in the outcomes for the children.


Iain will speak on the behaviours, actions and insight you need to drive dramatic outcome change.  He will draw from both the corporate and social sectors and leave you with insight and an immediate urge to act.


Dr. Iain MacRitchie


MCR Pathways

Design vs. Societal Challenges

Nynke Tromp works as an assistant professor Social Design & Behaviour Change at the department of Industrial Design, Delft University of Technology.  She has worked on a great variety of topics like democracy, organ donation, and recovery from psychosis.

Nynke's main aim is to understand what designers can bring to table in the light of complex societal issues.  On the one hand, she focuses on the artefact (i.e., the product, service, programme or system) and its capacity to shape people’s behaviour.  On the other, she focuses on design thinking and methodology, and more particularly integrative thinking and reframing, as valuable skills in face of complexity.

Nynke’s talk will focus on how to harness the power of design to combat the pressing social problems we face today, like obesity, depletion of resources, or immigration issues.  


She will also discuss the ethical challenges of products and services changing behaviour without people being aware of it.  What does that means for business owners and policy developers?


Prof. Dr. Nynke Tromp

 Social Design and Behaviour Change,

Delft University of Technology

Design for Sustainable Change

Tim Versnel, born in the woods Germany and raised in the city of Rotterdam, is an author, blog-writer and behavioural design practitioner. In his spare time he’s a city councillor in Rotterdam in a coalition that’s radically reintroducing nature to the urban environment.

Tim believes passionately that we must bring our society and production back in balance with nature – and that we can, if we bring ourselves to be ruthlessly and religiously pragmatic in how we go about it.


Tim will speak on what must change, what the pitfalls are, and how it can all be done.  


Tim Versnel

Author and Behavioural Design Lead

SUE Behavioural Design

The Habits of High-Performing Teams

Astrid is a social scientist who works in the space where science and creativity meet. As an experienced strategy and conceptual thinker, it makes her heart tick to help people unlock behavioural science's power to make better decisions in work, life, and play.


Her daily fascination is to translate the breakthrough insights of behavioural science into practice. In a way, it can help gain more success for everyone. Not just for a happy (or powerful) few.

Astrid's talk will inspire you on how insights from the science of influence can help you design habits that will make your teams flourish.


Astrid Groenewegen

Behavioural Change in Society and Politics

Why don’t all the other people get it? Why are they not all rooting for your cause? Can’t they see you’ve got all the facts straight? Can’t they just come to the one and only logical conclusion?  If you ever found yourself asking these questions, here is some consolation: you’re not alone. In fact, most of ’the other people’ feel the same, especially those on the extreme opposite side of the issue. 

In the view of Klaas Dijkhoff, renowned politician, author and former party leader, good politics is to find solutions and do the right things despite of all human tendencies that foster polarisation and thrive on discord.  In his talk, Klaas will dissect the irrationality of decision-making in politics and society by showing how insights from behavioural science are needed to find new solutions rather than simply repeating old mistakes.

Whether your dream is to bring more people into the middle class, to fight inequality, to meet climate goals, to improve the position of a certain group and/or to live peacefully together in a time of bitter identity struggle: Klass' talk is a good place to start!


Klaas Dijkhoff

Politician, author and former party leader and Secretary of State for Security and Justice, Netherlands

Read about Klaas' book here (in Dutch).  

On Designing Experiences

For more than 20 years, long before UX and user-generated content was a thing, Punchdrunk has rejected the passive obedience usually expected of an audience in favour of roaming experiences and epic storytelling inside sensory theatrical worlds.

In 2008, Peter Higgin established Punchdrunk Enrichment to take the company’s innovative practice into communities and schools, creating transformational performances and workshops with and for children, young people, families and communities. Today Punchdrunk Enrichment is an independent charity dedicated to creating experiences for as wide an audience as possible.

Peter will speak about designing immersive and engaging experiences that change lives, build communities and inspire action. He will share his insights on what it takes to create powerful impact and take people on an unforgettable journey. 

Peter Higgin B&W.png

Peter Higgin

Artistic Director,

Punchdrunk Enrichment

Finding Purpose

Organisations, business, groups and people all need a purpose. A shared one. Alan takes a deep dive into this subject, emphasising real purpose throughout. It’s no good to have a woolly, ambiguous and unemotional purpose. That won’t work. A crisp, precise, deep and inspiring one will. It will spark you into action and you will fall back on it repeatedly when times get tough.


Alan has spoken to large audiences and delivered purpose workshops in more than thirty countries. His client base ranges from UN agencies to Highland businesses and from Australian enterprises, American corporations, South African NGOs to Romanian social enterprises.


Alan was an interrupter before disruption became a fashionable thing. He combines scientific research with emotion, storytelling and biting humour to inspire and really drive learning points home. He is a high energy speaker, and will cover:


  • What, really, is a sense of purpose?

  • Why is it so important?

  • How to find it if you don’t feel it.

  • What to do when it changes.


Alan Clayton