4 modules

Design for Behaviour Change:
From Nudging to Habits

Online: Batch 5

31 July- 21 Aug 2021

4 Weeks (Saturday)
Apply before 25 July 2021

15,000 THB // ≈ 490 USD

Course Overview

In this exclusive course, you will learn the fundamentals of behavioral design and how you can begin to use it in creating user-centered interventions. Thought by a global expert in the field, you will be given the latest and most effective tools and insights from this exciting emerging field.   

This course offers an opportunity to, in a practical format, learn about how you can apply user psychology and behavioral economics. Among many insights, you will learn the scientific basis for human decision making, what motivates users to take action and what makes habits form. 


Habits make up a huge proportion of our daily lives and once formed, they become such second nature that breaking or changing them can be near impossible.I will share exclusive insights about the Habit Canvas, a tool to help you plan, implement, and track new habits, all on one page. I’m excited to share this with you all as it’s been a passion project of mine for a long time. Every component of the Habit Canvas is based on behavioural science research, and it’s now gone through several rounds of iterations and user testing.


This course provides a new lens to user experience and research by helping you learn how to use behavioral design for good and increase the value that you provide to your users/customers by better understanding them. 


Whatever good you want to accomplish in the world, in the end, you must understand how to change behavior. This is your chance to learn how and become an invaluable member of any team and to take your business to the next level. This is for anyone who wants to create products and services that change the world for the better.

At the end of the course,
participants will know:

  • The most important concepts and insights on decision making and motivation from psychology and behavioral science

  • Effective methods for understanding users, including creating Behavior Personas and completing a Behavior Journey Mapping
  • How to effectively increase the effectiveness of interventions (digital and non-digital) aimed at influencing peopleìs behaviour.




TDC Director and Behavior Design & Gamification expert

Massimo is a university instructor at the Design, Business & Technology Management (DBTM) international program at Thammasat Design School (TDS) and Thammasat Business School (TBS).  

He is an expert in the new fields of behavioral science and gamification, and its application in the design field. Massimo was also Head of Asia-Pacific at the Octalysis Group – one of the world’s leading Gamification agencies.

In addition to help companies and organisations create engaging experiences, Massimo is a regular speaker at design, marketing and innovation conferences and seminars across Asia, including the Bangkok Design Week 2018 (Thailand Creative & Design Center), the Design Management Institute (DMI), StarFlow, the Change Festival (Times of India) for Marketers, and Corporate Innovation Summit 2019 (RISE). 

He was recently appointed as a Director of Thammasat Design Center (TDC) the new flagship program that aims to build a new world-class Design School for professionals in Thailand.

Samuel ​


Behavioral Strategist & Author

Samuel Salzer is a leading behavioral strategist and habit expert, having worked with organizations across Europe, Australia, and North America. Among other things, he’s one of the world’s first Chief Behavioral Officer (CBO) in tech, and he specializes in applying insights from behavioral science and behavioral economics to build user-centered and habit-forming products and services.

At the forefront of the emerging field of Behavioral Design, Samuel is a frequent keynote speaker, curates the popular newsletter Habit Weekly, and has co-authored “Nudging in practice – Helping organizations make it easy to do the right thing.” The book offers a comprehensive guide to organizations interested in understanding and systematically utilizing behavioral insights.

Guest Instructor



Behavioural Science Lead at Grab

David ​


Founder of BCX Design and Finance Consultant



Senior Product Designer at General Motors, Author of Laws of UX

a Certified Behaviour Designer

Fully Certified Program by
Thammasat University

TDC podcast : Behaviour Science

Who should attend


Who want to understand how to design products to make people happier, wealthier and healthier.


Who want to understand how to incorporate insights from the psychology of habits in their work and services.


Who want to maximise the chances policies and interventions effectively persuade and influence citizens’ behaviour.


Who want to learn how to integrate the latest behavioral insights into their products and services.

Why You’ll Love Learning Here


Interactive & intimate classes with direct feedback from instructors


Solve real-world problems that are directly applicable to your work


Taught by real professionals in the field & university academics


Make life-long connections with like-minded professionals


All workshops are either on weekends evening or weekday in central Bangkok

What our Learners Think

Module 1

Saturday, 31th July 2021

Introduction to Behavioral Design

  • Get introduced to the Behavioral Design Process
  • Learn about human decision making
  • Get introduced to  
  • behavioral economics and the most common cognitive biases
  • Define objectives and key behaviors


Massimo Ingegno

TDC Director and Behavior Design & Gamification expert​

Module 2

Saturday, 7th Aug 2021

Behavioral Audit & User Research

  • Learn how to better understand your customers/users
  • Get introduced to creating Behavioral Personas
  • Learn Behavioral Journey Mapping


Massimo Ingegno

TDC Director and Behavior Design & Gamification expert​

Module 3

Saturday, 14th Aug 2021

Designing for Behavior Change

  • Learn about nudging and the most effective behavior change strategies
  • Practical lessons on how to build habit-forming products
  • Support with putting the tools to practice


David McCann

Founder of BCX Design and Finance Consultant

Module 4

Saturday, 21th Aug 2021

Creating Scalable Solutions

  • Learn to set up experiments and test MVPs
  • Understand when your solution is ready to scale
  • What makes products and services truly habit-forming
  • Behavior change lessons during and post COVID-19


Samuel Salzer

Behavioral Strategist & Author

Massimo Ingegno

TDC Director and Behavior Design & Gamification expert​

Agoda article preview

Putting theory into practice

Ready to become
a Behavior Designer?

Learning Paths Available

save 50% on tuition fee


31 July- 21 Aug 2021

26 Jun - 17 Jul 2021

Behaviour Design & Gamification 

Samuel Salzer

Behavioral Strategist & Author

Massimo Ingegno​

Director of TDC, Gamification and Behaviour Design expert​


31 July- 21 Aug 2021

29 May - 19 Jun 2021

 UX Psychology

(Digital Wellbeing track)

Massimo Ingegno​

Director of TDC, Gamification and Behaviour Design expert​

Apirak Panatkool

Founder, UX Academy and UX Thailand


31 July- 21 Aug 2021

Behavioural Product Management
(Digital Wellbeing track)

Massimo Ingegno​

Director of TDC, Gamification and Behaviour Design expert​

Choedpong Khannabha

Managing Director at Frontier Innovation Co. Ltd., Former Product Director at Kaidee

Course Alumni

Confirmed Participants

Behavioural Design & Gamification Thailand