Discover how designing with intention and awareness can bring out the best in your products—and your teams by having courage to design with heart and authenticity.
Talk transcript of Anne-Kathrine Kjær Christensen – recorded on 28 Nov 2024 Design
When technology and business demands us to keep up a fast pace, Anne-Kathrine Kjær Christensen invites us to pause, breathe, and reconnect with our hearts. As a seasoned behavioral designer and advocate for ethical practices, Anne-Kathrine shares her transformative journey from the realms of academia to the intricate dynamics of the corporate world, and ultimately, to a place of profound personal and professional alignment.
Before delving into her insights, Anne-Kathrine engages her audience in a simple yet profound exercise: observing the breath. This practice isn’t about altering or regulating the breath but simply becoming aware of it.
“Just notice your breath coming in and out of the body,” she guides. “There’s nothing right or wrong—just observe how it is for you.”
This exercise, which she practices numerous times a day, serves as a gateway to deeper connection—not only with oneself but also with others. It’s a moment of grounding that prepares both speaker and listener to engage authentically.
Anne-Kathrine’s passion for behavioral design ignited during her third semester at university. Immersed in the teachings of ancient rhetoricians like Aristotle and Cicero, whom she affectionately refers to as “the first persuaders,” she became fascinated by the art of persuasion and communication.
Aristotle’s concepts of logos (appeal to logic), ethos (credibility and character), and pathos (emotional appeal) particularly resonated with her. However, it was the notion of eunoia—goodwill within ethos—that captivated her the most. This concept connected deeply with the heart and emotions, laying the foundation for her future endeavors.
“I was so intrigued by the concept of eunoia,” she recalls. “It was connected to the heart and emotions, and I wanted to explore how these rhetorical concepts could analyze and evaluate websites and digital experiences.”
Eager to apply her knowledge, Anne-Kathrine ventured into the corporate sector. However, the transition wasn’t seamless. She encountered scenarios that clashed with her ethical compass. In one instance, a manager suggested labeling a subscription package as “most popular” to boost sales, even though it wasn’t the most chosen option.
“For me, it was like, ‘I understand from your perspective as a manager, but this isn’t ethical,’” she explains. “But I didn’t feel safe enough to speak up. I just accepted what came from management.”
This dissonance between her values and the business practices she witnessed prompted her to seek a different path.
Determined to align her work with her principles, Anne-Kathrine founded her own company. She developed a comprehensive toolbox for behavioral design with a strong emphasis on ethics. Incorporating models like the Persuasive Backfiring Model by Agnis Stibe and Brian Cugelman, she aimed to ensure that design interventions wouldn’t backfire or manipulate users unethically.
“I started doing workshops and sprints with companies, focusing on ethical considerations in design processes,” she shares. “I wanted to balance business goals with genuine care for users.”
Her innovative approach caught the attention of a major tech company from San Francisco. They expressed interest in adopting her process and scaling it within their organization. On the surface, it seemed like a dream come true—a validation of her hard work and a gateway to greater success.
“I was one signature away from my dream,” she reflects. “But something felt off. They were asking for a lot, with big contracts and tight deadlines. It felt like David meeting Goliath.”
Amidst the pressure and confusion, she sought guidance from a psychotherapist she had been working with. He suggested a Kriya meditation, an unfamiliar practice to her at the time. Trusting his advice, she engaged in the meditation, which led to a profound revelation.
“I woke up with a clear message: There is a clear ‘no’ to this,” she recalls. “All the thoughts about success and sales faded. It was about not compromising my deep values.”
Choosing to decline the offer, Anne-Kathrine embarked on a new journey, one that prioritized authenticity and alignment with her heart.
Following her intuition, she attended a Buddhist retreat and pursued training as a breath work facilitator. These experiences deepened her connection to herself and opened doors to new opportunities.
“I gave a talk about access to our breath to connect with our hearts,” she says. “It was the initial start for coming out and talking about this.”
Her journey led her to Peru, where she was invited to speak about her work. This marked the beginning of a path centered around service, compassion, and embodied design.
Anne-Kathrine’s commitment to living and designing from the heart manifested in her volunteer work in Africa. Shortly after arriving, she witnessed children being subjected to corporal punishment. Rather than turning away, she saw an opportunity to apply her skills in behavioral design to address a deep-rooted issue.
“From that day on, everything came into place,” she recounts. “I started a project to help teachers stop beating. Connecting with our hearts can change behavior that’s been ingrained for generations.”
This endeavor became the most meaningful behavioral design challenge of her career. By fostering compassion and understanding, she empowered teachers to break the cycle of violence and adopt more compassionate approaches.
A key component of Anne-Kathrine’s philosophy involves recognizing and navigating different emotional and physiological states. Drawing from a model by therapist Babette Rothschild, she highlights the spectrum ranging from being fresh and creative to states of fight or flight.
“Before, I was always in performance mode,” she admits. “I was living from my head, disconnected from my body and heart.”
She emphasizes that accessing creativity and compassion requires being in a state where we feel safe and connected—a state that resides between being relaxed and active. This awareness allows us to respond thoughtfully rather than react impulsively.
Anne-Kathrine underscores the importance of authenticity in communication and design. By connecting with ourselves, we become better equipped to connect with others genuinely.
“If we don’t feel ourselves, how can we feel the users we’re designing for?” she asks. “There’s so much information coming from here,” she adds, gesturing to her heart.
She distinguishes between talking from the head and speaking from the heart. The latter carries a resonance and sincerity that can’t be replicated by mere logic or data.
“A guy showed me a text generated by ChatGPT,” she shares. “It all sounded reasonable, but I didn’t feel it. There was no embodiment.”
When it comes to decision-making, Anne-Kathrine advocates for pausing and reflecting rather than rushing into action. This approach allows us to align our choices with our core values and the greater good.
“We often react based on fear or habit,” she notes. “But by taking a step back and connecting with our hearts, we can make decisions that are authentic and ethical.”
She encourages embracing uncertainty and being open to not knowing all the answers. From this space of curiosity and humility, more creative and compassionate solutions can emerge.
Anne-Kathrine candidly discusses her own challenges with the ‘pleaser’ mentality—a tendency to prioritize others’ expectations over one’s own needs and values.
“I didn’t know how to say no,” she admits. “I was always ready to turn everything away for work, ignoring my own well-being.”
Referencing the work of Dr. Gabor Maté on the connection between suppressed emotions and physical health, she highlights the importance of setting boundaries and practicing self-care.
“From this place of empowerment, we can change behaviors that no longer serve us,” she asserts. “We can show ourselves love and authenticity.”
By embracing embodied design—design that integrates mind, body, and heart—we can transform not only our own lives but also our workplaces and the products we create.
“This approach leads to more caring interactions, less stress, and improved mental health,” Anne-Kathrine explains. “It influences how we speak to each other, how we design, and how we connect with customers.”
She suggests that this deeper connection can differentiate companies in meaningful ways, fostering loyalty and engagement that go beyond surface-level interactions.
For those eager to integrate these principles into their professional lives, Anne-Kathrine offers practical advice:
Cultivate Self-Awareness: Regularly check in with yourself to understand your emotional state. Recognize when you’re operating from stress or fear.
Practice Mindfulness and Meditation: Engage in exercises that help you connect with your breath and heart. Even simple practices can make a significant difference.
Embrace Authentic Communication: Speak your truth with kindness and courage. Create a safe space for others to do the same.
Align Decisions with Core Values: Before making decisions, pause to consider whether they align with your deep values and the greater good.
Foster Compassionate Environments: Encourage practices that promote care and connection within teams and organizations.
Anne-Kathrine’s journey exemplifies the transformative power of designing with our hearts. By embracing authenticity, compassion, and self-awareness, we can create products, services, and workplaces that not only succeed but also enrich the lives of those they touch.
“Connecting with our hearts opens up creativity,” she affirms. “It helps us find safety and care from within, take responsibility for our emotions, and find a deeper ‘why’ for our work.”
In a world that often prioritizes speed and efficiency, her message is a timely reminder of the profound impact that mindful, heart-centered design can have. It’s an invitation to pause, breathe, and embark on a journey toward greater alignment and purpose.
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