Seminar Behaviour-Oriented Product Design with AI HWZ

This seminar will be conducted in English.

This two-day seminar combines insights from behavioural science and psychology with current AI methods, resulting in a research-based approach to product design. Participants will learn how to systematically analyse user behaviour, formulate and test evidence-based hypotheses, and critically reflect on both the potential and ethical boundaries of AI-supported design. The seminar is aimed at early-career professionals in product management, UX and service design, as well as digital innovation, who wish to apply theoretical concepts within their own product environment. In addition, you will leave the seminar with your first own digital project.

This two-day seminar will cover the following key topics:

Your benefits

• Applying fundamental principles of behavioural science to product decisions

• To analyse user behaviour using AI tools and to derive hypotheses

• Designing and prioritising experiments to test assumptions about behaviour

• Translating insights into functions, processes and nudges that support lasting habits

• to avoid common mistakes, including ethical risks and manipulative design

• to build an initial prototype

This two-day seminar will cover the following key topics:

• Fundamentals of behavioural science and psychology for product design, including decision-making, motivation, and habit formation

• Systematic analysis of user behaviour using qualitative and quantitative methods

• Research and idea generation with AI: analysing user data, forming hypotheses and exploring design variants

• Designing and evaluating behavioural experiments in digital products

• Translating insights into concrete product features, user flows and interventions

• Ethical, regulatory and societal aspects of behaviour-oriented design with AI, including risks of manipulation and responsible practice

• Application to participants’ own product environments through case work and group discussion

Target audience

The seminar is aimed at product managers, product owners, professionals in UX and service design, as well as those responsible for innovation who wish to design more effective and human-centred digital products. No prior knowledge of behavioural science or AI is required.

Seminar leader

Gisela Andrade is an experienced product specialist and consultant in AI innovation. She holds a master's degree in psychology and has worked since 2010 in the fields of digital health, pharmaceuticals, and technology. Her professional experience includes positions at Novartis, Roche, Sonova, Zur Rose, Google, and Microsoft, where she worked at the intersection of user behaviour, product strategy, and emerging technologies. She is a certified Product Owner (CSPO), co-founder of ShePro, and guest lecturer at FHNW Basel, Universidade Católica in Porto, and Università di Camerino. In this seminar, she combines behavioural science and applied AI, drawing on both academic research and practical experience.