BEHAVIOR CHANGE • METHODOLOGY DESIGN

Behavior Change Design

Danone • 2018–2022

The Problem

  • — Danone faced a similar challenge across its divisions. In Medical, they saw that patients rarely adhered to life-saving nutrition regimens. In Consumer, they struggled to nudge mass audiences toward healthier choices (e.g., water over sugared drinks).
  • — Innovation teams were stuck. They had vast scientific data and knew what users needed to do (e.g., drink 3x daily), but didn't know how to design products and programs that ensured users followed through.

My Approach

  • — I conducted a literature review of major behavior change models and synthesized them into an actionable 21-strategy framework (the BC wheel).
  • — I developed a 4-step innovation pipeline (Define → Ideate → Labs → Implement) that guides teams from abstract problem to validated prototype. I led a team of researchers and designers to translate this framework into practical tools.
  • — I facilitated cross-functional workshops and ran pilot projects with Danone teams to iteratively refine the methodology.

What I Delivered

  • — An end-to-end innovation program that enabled teams to run this process independently, consisting of a training curriculum, case library, and internal marketing materials.
  • — A comprehensive toolkit including a 56-page organizer's guide, strategy cards, workshop formats, research checklist, and measurement tools.

The Impact

Official Method

Adopted as the standard methodology for Danone's UX and R&I teams worldwide

20+ Countries

Deployed by dozens of teams across 10+ product categories in medical and consumer divisions

The BC Wheel: 21 behavior change strategies for innovation teams
The BC Wheel: 21 behavior change strategies for innovation teams
The four-step BCD innovation process
The four-step BCD innovation process
Facilitating a BCD Strategy workshop
Facilitating a BCD Strategy workshop
End-to-end BCD Toolkit
End-to-end BCD Toolkit