How I work

I use a combination of behavioral psychology frameworks, design thinking, and brand experience principles to conduct research and design projects, with a focus on designing for behavior change.

In my process, I focus on the emotional, psychological, social, and design factors that influence behavior. Here’s a visual about it.

My way of working is based on several theories and frameworks. I use them as inspiration so I don’t follow them strictly:

Integrated Behavioral Model (IBM)
IBM provides a holistic and multi-dimensional approach to understanding human behavior, which can be useful in a variety of settings, including design, marketing, psychology, and health promotion.

Self Determination Theory
This theory proposes that humans have three basic psychological needs: autonomy, competence, and relatedness and that these needs must be met in order for individuals to feel motivated and satisfied with their lives. My objective is to trigger intrinsic motivation for behavioral change, through my designs.

Trans Theoretical Model (TTM, Stages of Change)
The TTM can is used to understand and describe the process of behavior change. I use it within my designs, to help individuals move through the various stages of change that are associated with adopting a new behavior or modifying an existing behavior.

To stay up to date and keep motivated, I really enjoy reading books where behavioral and psychological methods (that are usually based on research done by Daniel Kahneman) are used in different contexts such as in branding strategies and FBI interrogations.

Visual stuff

I draw on my iPad, using ProCreate and Notability. As long as I can remember, I’ve been drawing in the style that I do. I think it’s nice and ugly, not too sleek and perfect. My graphic design style is more refined, which I’ve learnt to do when designing the UNiD Magazine (magazine of Industrial Design TU/e). I work in Adobe Illustrator and InDesign. The last time I properly used Photoshop was when it was still CS2. Go figure.

Strategic mirrors

During my masters, Industrial Design at the University of Technology Eindhoven, I started developing my own behavioral change technique, called Strategic Mirror. I have refined and tested this it through my work experience in educational and corporate context.

A strategic mirror is visual summary that initiates critical thinking about ones self, products, and services. It has fun and interactive elements that aim to simulate empathy towards a customer/user. It usually also sparks a creative perspective on ones products, services, and mission, and brainstorming happens in the moment. The outcome of the strategic mirror is list of actions for changes to products and services in short and long term. Most of my illustrations are strategic mirrors by themselves, however I have also created ‘infographic’ type visuals, such as this one.

Through observations, interviews, and research, I lay the foundation of the mirrors. Then, I create visuals and get intermediate feedback to make sure it triggers the right positive and motivational emotions, rather than resistance. Although they may appear simple, these visuals have been able to change the direction of team objectives, meetings, strategies, and ideas. Yay cool stuff!

Want to see more illustrations? Click here.