Lauren Kelly
Behavioural Strategy Lead

Behaviour matters more than ever

Innovation fails when it ignores real behaviour.
And AI just makes that gap harder to hide.

Behaviour is how you:

• Spot growth signals buried in behavioural friction

• Design products and experiences people actually choose to use

• De-risk bold ideas with behaviour-first validation

From whitespace to daily use, behaviour is your competitive edge.

Who I help

If products aren’t being used or teams aren’t changing,
you’re not facing a capability gap. You’re facing a behaviour gap.

I partner with Product, Innovation, and Change teams who are:

• Launching new products, features, or AI-driven experiences

• Rolling out cultural, strategic, or operational shifts

• Chasing growth bets but stuck on what’s slowing traction

When success depends on what people actually do, from customers to colleagues, I help you design the behaviour that drives it.

What I do

I use behaviour as a strategic lever for innovation, adoption, and change.
This isn’t about trying to change people. It’s about creating solutions that work with behaviour, not against it.

How I do it:

Lens → Lever → Advantage

• Lens: Reveal hidden friction, unmet needs, and untapped growth signals

• Lever: Design solutions that fit how people really behave

• Advantage: Win where others stall

How we work together

1. Find Behaviour Opportunities
   → Reveal friction, patterns, and signals holding back growth

2. Design Behaviour-Led Solutions
   → Build products, strategies, and experiences people actually use and adopt

3. Test Small, Win Big
   → Validate what works before scaling up

4. Embed Behavioural Advantage
   → Make behaviour-first thinking part of how you design, deliver, and grow

5. Equip Your Team to Own It
   → Provide practical tools, playbooks, and repeatable ways of working

What have I done?

For the last 8 years I’ve run Alterkind, a behaviour company. Partnering with designers, change consultants, and facilitators to turn behavioural thinking into impact.

I’ve led behavioural work across:

• Product & Design - helped teams build experiences people choose and repeat.

• Public Sector - wired behavioural insight into policy, delivery, and public trust.

• Capability Building - created courses, bootcamps, toolkits, and masterclasses that upskill professionals fast.

• Leadership Coaching - coached consultants and leaders in behavioural innovation.

• IP Development - built proprietary frameworks and toolkits (e.g., BehaviourKit, Human-AI Performance) now licensed across multiple organisations.

Explore the work:

Behaviour-led policy and policy adoption
Estonian Government Innovation Lab
Trained 30+ civil servants across 6 ministries using BehaviourKit, including running behaviour sprints
Read more

Behavioural design course creation
Hyper Island
Built a 6-week intensive with live briefs and BehaviourKit tools; over 250 professionals trained from brands like Nike, Netflix, and Adidas
Read more

Culture change through behavioural experiments
World Economic Forum × Accenture (YGL Programme)
Helped startup founders test and embed behaviour-led culture practices
Read more

AI adoption through behavioural design
Infosys Consulting – Human-AI Performance Suite
Turned AI hesitation into confident, daily use with targeted behavioural methods and tools
Read more

Behaviour-first training design
D&AD Masterclass Series
Designed behavioural facilitation training and tools for 12 expert tutors, tripling post-course application of learning within 30 days
Read more

Post-surgery behaviour change
Health-tech startup MyHabeats
Reframed engagement strategy, boosting 90-day app retention by 40% and increasing healthy user actions by 31%

Clients include:

Corporate & Enterprise

Meta • PwC • Accenture • Infosys Consulting • A1 • Microsoft

Public Sector & NGOs

World Economic Forum • DWP • British Government's Equalities Office • Estonian Government's Innovation Office • ISeeChange

Design, Innovation & Change Agencies

Mima • Coop Digital • Coop Sweden

Education

Hyper Island (Behavioural Design course creator and lecturer) • Politechnico di Milano (faculty member for Behavioural Design) • Manchester Met University (credited course) • Estonian Academy of Arts (Licensed BehaviourKit for use) • D&AD

Speaking

UXLX, PwC Change Conference (twice), WUD, Estonia (twice), Whext, SEMPL, BrandFestival, Golden Drum, Service Design Network, People of Research

Ventures

Alterkind • Human-AI Performance • BehaviourKit

"The team are now putting the user first, something we’ve found difficult to instil across all teams."

Vanja Lagercrantz, Head of User Experience & Design, Coop Sweden

"Behaviour change is a core part of what we do. Now we have a clear way to do it well."

Daniel Kotsjuba, Designer of Public Services. Estonian Government

Next steps

I'm open to consulting, training, and full-time roles.

Book a call
→ Let’s talk about your adoption, growth, or change challenge.
Email: lauren@alterkind.com

Explore portfolio
→ See the work I've done across capability building, products and services.
Explore select projects
For more please request portfolio

Read the Behaviour Playbook
→ Practical guides, notes and approaches to behavioural innovation.
Read the Playbook