Understanding Your User: The Behavioral Engineering Canvas

Washington, D.C. campuses

GA D.C., 1776
1133 15th Street NW, 8th Floor
Washington D.C. 20005

GA D.C. (Northern Virginia)
2231 Crystal Drive #1000
Arlington VA 22202

Past Locations for this Workshop

Understanding Your User: The Behavioral Engineering Canvas

Washington, D.C.

Washington, D.C. campuses

GA D.C., 1776
1133 15th Street NW, 8th Floor
Washington D.C. 20005

GA D.C. (Northern Virginia)
2231 Crystal Drive #1000
Arlington VA 22202

Past Locations for this Workshop

About this workshop

You’re launching a startup or you’ve just taken over a Marketing / Biz Dev /Sales department in an enterprise, and you need to define your potential customers. You assume everyone shares your opinion on who the target market is and how they think and behave - but do they? Usually an organization will have as many opinions as people in it (and occasionally it will have even more opinions than people, for those who simply can’t decide). If this sounds like your organization, the Behavioral Engineering Canvas is for you.

The Behavioral Engineering Canvas (BEC) is a framework that brings together all of the different disciplines inside of an organization and summarizes their target customer’s behavior and motivation on one page. By using the BEC, you can determine who your customer is, how to separate proof from assumptions, how they behave and how motivated are they to do the tasks you want them to do. Mapping out your customer’s incentives, motivations and behaviors results in deeper insight into what features to implement in a product, how to design incentives and how to frame your messaging. This insight even affects pricing decisions. Every department of your business should frame decisions based on the information inside of the BEC - printing this out poster size and having it featured somewhere prominently is critical.

This class will help you analyze:

  • Who is the Customer?
  • What is their Behavior?
  • What is their Motivation?
  • How will you help them decide you’re the best choice?

Takeaways

  • The Behavioral Engineering Canvas and Framework
  • An understanding of user behaviors and what they mean
  • Tactics to improve your overall marketing, UX/UI, design and sales

Prereqs & Preparation

None.

Coming up near you

Let’s Keep You Updated

Enter your email to start following

By providing us with your email, you agree to the terms of our Privacy Policy and Terms of Service.