Hi, I’m Tetiana Kobzar
A behavioural design and gamification expert with 15 years of experience in creating meaningful and engaging digital products for startups and product teams.
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 Productst
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.
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 Productst
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.
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 Productst
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
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.
So I created The Comportance, a seven-step method for behaviourally intelligent product design.
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.
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.
GIANT Health
Panel discussion on gamification ethics in health tech products.
IT Outsourcing Forum
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.
GIANT Health
Panel discussion on gamification ethics in health tech products.
IT Outsourcing Forum
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.
GIANT Health
Panel discussion on gamification ethics in health tech products.
IT Outsourcing Forum
Workshop on building behavior-driven products with distributed teams.
Podcasts
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.
Pathmonk: Business & Marketing Podcasts
discussing engagement as a foundation for responsible, sustainable product growth.
The Wise Build Bridges
a conversation about the deeper layers of human motivation within digital experiences.
Tech Bytes with Dan Hafner
examining the practical mechanics of gamification inside software systems.
Her Own Narrative
a more personal discussion on creative work, resilience, and long-term thinking.
AI Biz with Avik Chakraborty
exploring how AI can support behavioural ideation and product strategy.
AI Biz with Avik Chakraborty
exploring how AI can support behavioural ideation and product strategy.
The Digital Executive Podcast
eflecting on what makes products genuinely worth returning to.
Practical Resources Developed by Me
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.
Gamification
An Octalysis-based ideation prompt that sparked active discussion among behavioural practitioners
Free Gamification Brainstorming Tool
An Octalysis-based ideation prompt that sparked active discussion among behavioural practitioners
Mental Health Matters: Traveling and Coping with Anxiety Copy
An Octalysis-based ideation prompt that sparked active discussion among behavioural practitioners
Mental Health Matters: Traveling and Coping with Anxiety
An Octalysis-based ideation prompt that sparked active discussion among behavioural practitioners
Gamification
An Octalysis-based ideation prompt that sparked active discussion among behavioural practitioners
Mental Health Matters: Traveling and Coping with Anxiety Copy
An Octalysis-based ideation prompt that sparked active discussion among behavioural practitioners
Free Gamification Brainstorming Tool
An Octalysis-based ideation prompt that sparked active discussion among behavioural practitioners
Mental Health Matters: Traveling and Coping with Anxiety
An Octalysis-based ideation prompt that sparked active discussion among behavioural practitioners
Community Response
"Tetiana's Comportance Framework completely transformed how we approach user engagement. The results have been remarkable."
– Yu-kai Chou author of the Octalysis Framework
"The depth of insight and practical application of behavioural design principles is unmatched. A true expert in the field."
– Rob Alvarez Bucholska gamification strategist and podcast host
Community Response
"Tetiana's Comportance Framework completely transformed how we approach user engagement. The results have been remarkable."
– Yu-kai Chou author of the Octalysis Framework
"The depth of insight and practical application of behavioural design principles is unmatched. A true expert in the field."
– Rob Alvarez Bucholska gamification strategist and podcast host
Get in Touch
Get in Touch
Get in Touch
Interested in collaborating, speaking opportunities, or learning more about behavioural design? I'd love to hear from you.
Interested in collaborating, speaking opportunities, or learning more about behavioural design? I'd love to hear from you.
Community Response
"Tetiana's Comportance Framework completely transformed how we approach user engagement. The results have been remarkable."
– Yu-kai Chou author of the Octalysis Framework
"The depth of insight and practical application of behavioural design principles is unmatched. A true expert in the field."
– Rob Alvarez Bucholska gamification strategist and podcast host