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Mon, 30 Oct



Unlocking Impact: Weaving behavioural science into design practice

A panel discussion on how designers can use and leverage scientific principles of human behaviour in their work.

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Unlocking Impact: Weaving behavioural science into design practice
Unlocking Impact: Weaving behavioural science into design practice

Time & Location

30 Oct 2023, 12:00 pm – 1:00 pm NZDT


About The Event

**Access this event for free with one of our memberships**

Whether we are designing products, strategies, or touch points, we are all involved in trying to design something that people will actually use and benefit from. This means that the measure of success often sits with some form of observable behaviour change that demonstrates the connection between an improved customer experience and tangible business outcomes.

With a whole field dedicated to understanding the psychology of users, there has been significant interest in incorporating principles from behavioural science into design practices. The question then is how do we best incorporate the latest understandings of human behaviour from the world of behavioural science (e.g. psychology, neuroscience, behavioural economics) into our practice?

To help with this we’ve assembled a panel of applied behavioural scientists to discuss their role in enabling customer outcomes and explore how designers can use and leverage scientific principles of human behaviour in their work. This conversation, hosted by Cole Armstrong from behavioural strategy agency NeuroSpot, brings together Gianni Alfreddy from Fonterra and Nikita Zachinskiy from One NZ to discuss how they engage with the design teams in their organisations, the value that this delivers, and how they see the worlds of behavioural science and design intersecting.

Join us for this lunch time panel discussion to:

  • Gain clarity on the nuances and elements of the field of behavioural science
  • Understand how and where behavioural science can help us at different stages of the decision journey
  • Understand how behavioural science can help us meet customers where they are, rather than where we’d like them to be

A recording of the conversation will be emailed after the event and will also  be accessible through our Community Library.

About the panel

Cole Armstrong - Behavioural Strategist & Managing Director at NeuroSpot

Cole Armstrong is the founder and Managing Director of NeuroSpot, a behavioural strategy agency based in Auckland, New Zealand. At NeuroSpot, Cole is working with a range of New Zealand’s leading organisations, covering fields such as retail, supermarkets, financial services, and utilities amongst others, to apply a behavioural science lens to customer and user experience across a range of channels.Cole has a diverse background covering academia, commerce and public sector, in New Zealand, Europe, Africa and the Middle East. His perspective is that behavioural science allows organisations to more effectively identify why people do what they do, and then set in motion a series of evidenced based strategies to deliver on organisational outcomes

Gianni Alfredy - Behavioural Design and Insight Manager at Fonterra

Gianni is a Behavioural Design and Insight Manager at Fonterra, where she works across a range of projects helping the business better deliver its products to consumers and customers around the world. She also leads the internal capability building around Behavioural Science application. She has more than a decade of experience in consumer research, specialising in Neuromarketing and Behavioural Science, which she has successfully applied in a range of situations, covering industries such as FMCG and technology, helping them design better strategies that support users to achieve their goals.

Nikita Zachinskiy - Behavioural Scientist/CX Programme Manager at One Nz

Nikita Zachinskiy is a passionate adventurer and CX advocate who has expertise in making disputative ideas happen. He has background in Customer Experience Design, Product and Programme Management working with innovations in various industries. During his career Nikita worked for Danone, PepsiCo, IKEA, Fonterra in Europe, Russia, South East Asia and New Zealand. Nikita believes that exceptional customer experience vital component of long-term company success.


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    valid until 18 Oct or when the first 25 tickets are allocated. Whatever comes sooner.

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    Supporting access for students, the unwaged and participants experiencing economic hardship or disadvantage.

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