Archive by Author | pekkajuha

School of startups: Behavior Design

Juha-Pekka Ahvenainen

I have been participating to school of startups organized by the Shortcut. The Shortcut is a non-profit organisation owned by Startup Foundation, and a sister organisation to Slush and Startup Sauna.  According to their website  Shortcut is a community driven organisation that promotes diversity as an engine for growth. They want to encourage people from diverse backgrounds to consider creating or working for a startup to best utilise their skills and aspirations. They want to inspire and empower our community through gatherings, workshops, trainings and programmes that help them explore ideas, share knowledge and develop skills to enable new talents required in the startup life.


On a first day of school of startups the topic was behavior design introduced by Ashwin Rajan, the founder of the Fabric Consulting. His firm helps companies to focus on behavior change through technology. I wanted to share this topic with you guys because for my opinion this is very interesting topic and it comes somehow very close to service design.

According to Ashwin Rajan behavior design provides tools to extend or change human behavior through technology. The most successful digital products can really transform human behavior. For example there has been a huge change in photography from the age before digital products to age of smart phones. Another good examples are dating and cab haling.

Rajan emphasizes that you should start the designing process from the behavior, not the technology. On the other hand behavior can be seen as actions on digital technology: snapping, swiping, scrolling, pausing, liking, tagging, sharing and buying. Behavior designer´s goal is to create following situations: ” A specific, ´intent rich´ digital action done with enough frequency to create recurring revenue!”. For Rajan´s opinion experience can not be measured but behavior can and target behaviors can be tied to metrics and growth. One of the big things of the lecture was the concept of cognitive dissonance which according to Rajan is the heart of the behavior change.


There can be found three things which affect on how behavior works. Those are ability, motivation and triggers. Six factors can affect on ability: time, money, physical effort, brain cycles, social deviance and non-routine. Triggers can be internal or external. Rajan told us that the motivation part is the most difficult one to understand and design at his job as a behavior designer.

For example social media notifications are external triggers. At fabric consulting they use specific user archetype canvas to gather all the important information of the archetype at a behavior design project.


Ashwin Rajan is going to publish a book about this topic. I am looking forward to his new book. He also showed us a glimpse of some other useful canvases to do the challenging art of the behavior design. This blog post was just a scratch of the surface of this important topic of our digital era.

Behavior eats strategy for breakfast.  -Anonymous-


Juha-Pekka Ahvenainen, Markus Alavaikko

We were lucky to be part of the winning team at Digital Wellbeing Sprint (DWS) which took place in Metropolia Leppävaara on August 2017. The first price was an opportunity take part in the third Belt Bootcamp on 18-20 September 2017 in Norrköping, Sweden. We were able to send two of our team members to Norrköping, and due to our personal schedules, those two were us.

The Belt project aims to generate new start-up’s & business entities across boarders by utilizing co-creation methods. BELT BootCamp is a 3-day free event that aims to match-make talents, ideas and start-ups from Sweden, Finland and Latvia with a purpose to establish new cross-border entities and empower co-creation. At Belt Bootcamps start-ups and talents get the opportunity to develop their business ideas and models further with the guidance and support of experienced facilitators and business coaches. The main focus of Belt Bootcamp Norrköping was in different Smart City related themes. You can apply for the next Belt Bootcamp at:



Day 0

Our journey started on Sunday 17th of September at 8.30am. After a short flight we had a bus transfer from Arlanda to Norrköping with fellow participants from Latvia and Tampere. On Sunday we had some time to get to know the city. Norrköping looks a lot like Tampere. Both cities are also are well known of the textile industry. A river runs through both cities.

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Creative professionals can also be design thinkers

I must confess that design thinking is a thing  I haven´t really thought about before I applied to Laurea University of Applied sciences to study the degree Master of Hospitality Management. One of the entrance examination tasks was a text about design thinking in hospitality  management. That was really the first time I read about it.

In any case I got in to school and now I have really started to study the art of design thinking. My studies started at Friday 2th September and Saturday 3th September 2016. Our instructors were Katja Tschimmel and Mariana Valença from Portugal and Satu Luojus from Finland. Check out this video that explains shortly what is design thinking.

According to Tschimmel (2016), Design Thinking has started in the seventies and it has always been a catalyst for innovation processes in product and service development. But only about seven years ago it started to gain popularity also in business management. Design Thinking is now understood as a way of thinking which can lead to transformation, evolution and innovation. It can lead to new forms of living and to new ways of business management.

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