ABOUT
Behavioral science meets design.
The story behind The BehaviorUX Canvas and the thinking that drives it.
I've spent the last decade at the intersection of behavioral science and product design — first in pharmaceutical human factors engineering at AstraZeneca, then in consumer health-tech at Samsung, and throughout, studying the psychology of why people do (and don't do) the things that matter for their health.
What I kept seeing was the same gap: talented teams building products that were usable but not adopted. The interfaces were clean. The usability scores were high. But patients stopped using them after two weeks.
The missing piece wasn't better design — it was behavioral science. Understanding not just whether someone can use a product, but whether they will. That's what led me to create The BehaviorUX Canvas.
Before BehaviorUX, I created Curve — the original toolkit for integrating behavioral science with design thinking — and founded Lissn, the first integrated solution for the early detection and intervention of mental illness in youth. Both were built on the same conviction: that behavioral science, applied practically, can solve real problems.
The philosophy is simple: science and creative problem-solving go hand in hand. By integrating behavioral science directly into design thinking, teams can build products that don't just work — they change behavior.
THE CANVAS
From research to framework
The BehaviorUX Canvas started as a personal tool — a way to structure the behavioral science principles I was learning during my Masters in Behaviour Change at UCL and apply them to real design challenges.
Over time, it evolved into a methodology that teams could pick up and use immediately. The canvas integrates the COM-B model, validated behavioral theories, cognitive biases, and structured prototyping into a single, actionable framework.
It's been downloaded by individuals at Deloitte, IBM, LUMA Institute, and organizations worldwide — and it's still evolving.
PRINCIPLES
What I believe
01
Evidence over intuition
Every framework, every tool, and every recommendation should be grounded in behavioral science — not gut feelings or design trends.
02
Accessible over academic
Behavioral science is powerful, but only if teams can actually use it. The goal is simplification without oversimplification.
03
Behavior over usability
Usability is necessary but insufficient. The real measure of success is whether people change their behavior — not whether they can complete a task.