Astrid Groenewegen, NL
behavioral designer, founder of The Behavioral Design Academy
After working in advertising for 20 years, Astrid jumped ship to a field that really made her tick: behavioural psychology. How do people make decisions? How can you nudge their behaviour? How can you help people make positive choices?
From this standpoint she co-founded SUE Amsterdam and The Behavioural Design Academy, combining creativity, design thinking and behavioural economics to unlock the power of behavioural psychology for a happier, more creative, healthier, more productive life.