Align and Combine, Customer Journey Mapping and COM-B Analysis to Aid Decision-Making During the Design Process

COM-B and Journey Mapping

Written by our Behavior Change Design Director, Olga Elizarova and presented at Design Research Society's annual conference, this paper explores a new methodology to change end user's behavior by combining journey mapping and COM-B analysis. To do so Olga introduces an "align and combine" method and applies it to the case study of an insurance company that wants to address the high risk of dental complications among their diabetic membership cohort. Read the paper at

Contributed by
Olga Elizarova
Job Title
Behavior Change Director