The activation flow needed more optimization.
There is customer interest, but they end up not (re)purchasing.
The opportunity is not to redesign the product. It is to understand what is holding the decision back.
You do not need to have the problem fully defined.
How to know if your product or service has a behavioral barrier.
It is not always a product, experience, or campaign problem. These signals help identify whether the friction is in how your customers decide.
01
Users declare intent, but do not act — or act once and do not return.
The intent exists. Something in the decision context interrupts it.
02
The problem does not respond to usability improvements or incentives.
You already simplified the flow. You already tried discounts. The number does not move in a sustained way.
03
Abandonment happens at a specific and consistent point with no obvious functional explanation.
It is not a technical error. It is not an information problem. But people leave there.
Problems BELAB works on.
In all these cases, the diagnostic starts with the same question: who needs to do what, and what is preventing them from doing it?
Adoption
Users who register but do not complete the first meaningful use.
Recurrence
Customers who buy or use once but do not come back.
Digital channel adoption
Customers with access to the digital channel who keep using the physical or phone channel.
Conversion at a specific step
Flows that work well until one point where abandonment is consistent.
Internal compliance
Teams that do not adopt a process, tool, or organizational change.
Do you recognize any of these patterns?
Ask us about your problemWhere abandonment happens is not always where the decision to abandon is made.
Two examples of the same idea: the intervention changes when you stop looking only at the visible point of abandonment.
01
Mobile feature
Currency exchange in app
The team had already reduced steps, simplified forms, and improved the copy. Completion still was not improving.
View diagnostic
Abandonment happened 48 hours later, when the user tried to use the feature and could not remember how to get there.
The flow was fine. The service reference was missing at the right moment and circumstance.
02
Commercial conversion
High-value B2B product
For months, the team attributed low conversion to price. The hypothesis seemed reasonable: the product was above the market average.
View diagnostic
The problem was defending the price better.
The perceived cost was not the price. It was imagining the effort of internal adoption.
Changing the price argument would not have moved the number. Changing how implementation was presented did.
Applied experience, not just methodology.
BELAB's work is grounded in behavioral science, but it is validated in real decisions: products, campaigns, channels, teams, and services that need to move a specific behavior.
Who is behind BELAB
Juan de Dios Bustios
Social psychologist from the Pontifical Catholic University of Peru. +7 years applying behavioral design in banking, insurance, education, health, social impact, and other sectors, with experimentally and business-demonstrated results.
Recognitions
Opportunity Awards BBVA 2024
Average return improvement of +18.3% across more than 12 squads, with more than 80 behavioral experiments supervised or executed.
Creatividad Empresarial 2022 · Human Factor
Improvement of physical and psychological wellbeing, and regulatory compliance among TASA artisanal fishers (BRECA).
Experience in
Others
The cost of not knowing where to intervene
Every sprint without a behavioral diagnostic has a cost that does not appear in the budget.
Optimizing the wrong variable.
Investing more in a flow when the barrier is trust, expectation, or context of use.
Rewarding a behavior that will not sustain itself.
Using incentives to move a short-term number without building recurrence or habit.
Learning too late which barrier mattered.
Discovering after several sprints that the problem was not where it seemed to be.
A behavioral diagnostic does not replace those investments. It makes them more efficient because it points where to intervene before investing in how.
Ask us about your problemThree ways to start, depending on where you are.
We help teams design the specific change that moves customers. Without redesigning everything.
Route 1 · No preparation needed
Behavioral mini-audit
For reviewing a concrete friction without preparing a brief or committing to a long project.
- Duration: 30 to 45 minutes.
- Initial suspicion and next step.
Route 2 · Before investing
Express Behavioral Diagnostic
For deciding better before investing in campaigns, redesigns, or incentives.
- Reference duration: 10 to 15 days.
- Includes the previous route.
- Barrier map and suggested experiment.
Route 3 · Design and implementation
Applied project
For testing a prioritized intervention in a flow, campaign, product, or channel.
- Reference duration: 1 month.
- Includes the previous routes.
- Intervention, experiment, measurement, and learnings.
- Decision to scale, iterate, or discard.
Ask about a concrete friction.
In 30 to 45 minutes, we review which behavior you want to move, what signal you are seeing, and whether there is a reasonable behavioral opportunity.
You do not need to arrive with a closed diagnostic. You can bring a campaign, flow, product, or service that is not generating the expected decision.
I prefer to write on WhatsApp- No project commitment.
- No sales presentation.
- If we do not see a behavioral opportunity, we say so.
Frequently asked questions
Before the first conversation
Do I need enough data?
Not necessarily. We can start with qualitative signals, a journey, or an observable friction.
Does the first conversation commit me to a project?
No. It only evaluates whether there is a clear behavioral opportunity and what the reasonable step would be.
Does this replace UX, research, CRM, or marketing?
No. It helps clarify which behavioral barrier those investments should solve.
How do I defend this internally?
With concrete deliverables: target behavior, barrier map, suggested intervention, and learning criteria. It is a diagnostic investment, not an exploratory one.