Hi, I’m Tetiana Kobzar
Hi, I’m Tetiana Kobzar
Behavioural design strategist. I've spent 18 years helping startups and product teams turn complex digital products into experiences users love - backed by science, not guesswork
My Path Into
Behavioural Design
Engineering Foundations
I started my career as a software engineer while completing a Master's degree in Computer Science. This gave me a strong understanding of how products work — but my interest naturally shifted toward how people experience and interact with them.
Discovering Behavioural Design
Driven by curiosity about motivation, emotion, and decision-making, I moved into behavioural design. I've since worked across Health Tech, EdTech, and consumer products, designing solutions where clarity and intention drive engagement — not pressure.
Building Behaviour-Driven Products
These insights led me to launch my own teams. At Diversido, I applied behavioural thinking within complex digital products. Later, as co-founder of Curange, I helped shape products that support consistent, healthy habits.
Design Philosophy
Today, my work is guided by a simple belief: digital products should help people feel capable, supported, and understood — fostering sustainable motivation over time.
My Path Into
Behavioural Design
Engineering Foundations
I started my career as a software engineer while completing a Master's degree in Computer Science. This gave me a strong understanding of how products work — but my interest naturally shifted toward how people experience and interact with them.
Discovering Behavioural Design
Driven by curiosity about motivation, emotion, and decision-making, I moved into behavioural design. I've since worked across Health Tech, EdTech, and consumer products, designing solutions where clarity and intention drive engagement — not pressure.
Building Behaviour-Driven Products
These insights led me to launch my own teams. At Diversido, I applied behavioural thinking within complex digital products. Later, as co-founder of Curange, I helped shape products that support consistent, healthy habits.
Design Philosophy
Today, my work is guided by a simple belief: digital products should help people feel capable, supported, and understood — fostering sustainable motivation over time.
My Path Into
Behavioural Design
Engineering Foundations
I started my career as a software engineer while completing a Master's degree in Computer Science. This gave me a strong understanding of how products work — but my interest naturally shifted toward how people experience and interact with them.
Discovering Behavioural Design
Driven by curiosity about motivation, emotion, and decision-making, I moved into behavioural design. I've since worked across Health Tech, EdTech, and consumer products, designing solutions where clarity and intention drive engagement — not pressure.
Building Behaviour-Driven Products
These insights led me to launch my own teams. At Diversido, I applied behavioural thinking within complex digital products. Later, as co-founder of Curange, I helped shape products that support consistent, healthy habits.
Design Philosophy
Today, my work is guided by a simple belief: digital products should help people feel capable, supported, and understood — fostering sustainable motivation over time.
The Comportance Framework
The Comportance Framework
After working with more than sixty startups and product teams, I realised that many popular product frameworks addressed only part of the problem. Some focused on metrics, others on emotion, others on experimentation. None brought strategy, behaviour, emotional design, and validation together into one continuous and usable workflow.
After working with more than sixty startups and product teams, I realised that many popular product frameworks addressed only part of the problem.
Some focused on metrics, others on emotion, others on experimentation. None brought strategy, behaviour, emotional design, and validation together into one continuous and usable workflow.
So I created The Comportance, a seven-step method for behaviourally intelligent product design.
So I created The Comportance, a seven-step method for behaviourally intelligent product design.
Forums and Events
Speaking has become a meaningful part of my work. I enjoy connecting with people who are curious about motivation, behaviour, and the emotional dynamics behind digital products. Over the years, I’ve taken part in international events, interviews,and online forums that explore how behavioural design shapes better user experiences.
Appsforum London 2025
Keynote on behavioral design principles for mobile product teams.
UA Outsourcing Forum 2025
Panel discussion on gamification ethics in health tech products.
GIANT Health Event 2024
Workshop on building behavior-driven products with distributed teams.
Forums and Events
Speaking has become a meaningful part of my work. I enjoy connecting with people who are curious about motivation, behaviour, and the emotional dynamics behind digital products. Over the years, I’ve taken part in international events, interviews,and online forums that explore how behavioural design shapes better user experiences.
Appsforum London 2025
Keynote on behavioral design principles for mobile product teams.
UA Outsourcing Forum 2025
Panel discussion on gamification ethics in health tech products.
GIANT Health Event 2024
Workshop on building behavior-driven products with distributed teams.
Forums and Events
Speaking has become a meaningful part of my work. I enjoy connecting with people who are curious about motivation, behaviour, and the emotional dynamics behind digital products. Over the years, I’ve taken part in international events, interviews,and online forums that explore how behavioural design shapes better user experiences.
Appsforum London 2025
Keynote on behavioral design principles for mobile product teams.
UA Outsourcing Forum 2025
Panel discussion on gamification ethics in health tech products.
GIANT Health Event 2024
Workshop on building behavior-driven products with distributed teams.
Podcasts
Podcasts
Podcasts offer the space for deeper, more nuanced conversations about behavioural design, human motivation, and the realities of product decision-making. I’ve been invited to speak with several thoughtful hosts across the behavioural design, product psychology, and digital innovation space.
Podcasts offer the space for deeper, more nuanced conversations about behavioural design, human motivation, and the realities of product decision-making. I’ve been invited to speak with several thoughtful hosts across the behavioural design, product psychology, and digital innovation space.
The Digital Executive Podcast: Building Products People Love
discussing engagement as a foundation for responsible, sustainable product growth.
The Digital Executive Podcast: Building Products People Love
discussing engagement as a foundation for responsible, sustainable product growth.
The Digital Executive Podcast: Building Products People Love
discussing engagement as a foundation for responsible, sustainable product growth.
Her Own Narrative: Stop Doubting Your Big Idea
a conversation about the deeper layers of human motivation within digital experiences.
Her Own Narrative: Stop Doubting Your Big Idea
a conversation about the deeper layers of human motivation within digital experiences.
Her Own Narrative: Stop Doubting Your Big Idea
a conversation about the deeper layers of human motivation within digital experiences.
Leading with Integrity: Bridging the Gap between Technology, Business & Leadership
examining the practical mechanics of gamification inside software systems.
Leading with Integrity: Bridging the Gap between Technology, Business & Leadership
examining the practical mechanics of gamification inside software systems.
Leading with Integrity: Bridging the Gap between Technology, Business & Leadership
examining the practical mechanics of gamification inside software systems.
Pathmonk
a more personal discussion on creative work, resilience, and long-term thinking.
Pathmonk
a more personal discussion on creative work, resilience, and long-term thinking.
Pathmonk
a more personal discussion on creative work, resilience, and long-term thinking.
TechBytes: The Art of Gamification
exploring how AI can support behavioural ideation and product strategy.
TechBytes: The Art of Gamification
exploring how AI can support behavioural ideation and product strategy.
TechBytes: The Art of Gamification
exploring how AI can support behavioural ideation and product strategy.
The Wise Build Bridges: AI, Startups and Leadership
eflecting on what makes products genuinely worth returning to.
The Wise Build Bridges: AI, Startups and Leadership
eflecting on what makes products genuinely worth returning to.
The Wise Build Bridges: AI, Startups and Leadership
eflecting on what makes products genuinely worth returning to.
Practical Resources Developed by Me
Practical Resources Developed by Me
I've developed a range of practical tools and resources to help professionals apply behavioural design principles in their work. Each resource is designed to be immediately actionable and grounded in proven methodologies.
I've developed a range of practical tools and resources to help professionals apply behavioural design principles in their work. Each resource is designed to be immediately actionable and grounded in proven methodologies.
Get in Touch
Get in Touch
Interested in collaborating, speaking opportunities, or learning more about behavioural design? I'd love to hear from you.
