Designing for Behaviour Change: Build for Humans, Not the Backlog

Most products are designed to move people in a certain direction. But when it comes to behaviour change, pressure and punishment often backfire. They may create short-term compliance, but they can also leave users feeling guilty, frustrated, or simply ready to give up.

In this talk, Mi Xue Tan explores how UX can support lasting behaviour change through positive reinforcement. Instead of designing systems that fight human psychology, she looks at how we can build experiences that work with it — reducing resistance, creating motivation, and supporting small steps that add up over time.

This matters for the UX community because every product shapes behaviour. When we design with human needs and motivation in mind, retention does not have to be forced. It can emerge more naturally through experiences that feel supportive, effective, and genuinely human.

Mi Xue Tan works at the intersection of data, user research, and human behavior. With a background in data science and UX research, her work xplores how thoughtful design and positive reinforcement can support meaningful behavior change. Her focus: using data, psychology, and good communication to create experiences that people don’t just use — but stick with.

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💬 The Talk is in English
📍 The event will be held at ETH Zürich Maschinenbau ML, Room F36

We kindly ask you to arrive 10 minutes early of the event start, so everyone can find a seat due to high attendance. Thank you!