Dr. Kristina Curtis is an Honorary Lecturer & Associate at UCL’s Centre of Behaviour Change, an expert in Psychology and Human-Centred Design, known for pioneering the application of the ‘Behaviour Change Wheel’ and the ‘COM-B model’ to the digital space. She is a trailblazer of the ‘Behavioural Design Thinking’ approach, which merges behavioural science with design thinking. With over a decade of experience in developing services for health and well-being, Kristina also supports organizations in behavioural change management. She is the founder of Applied Behaviour Change and an Honorary Lecturer and Associate at UCL’s Centre for Behaviour Change, where she teaches and supervises PhD students.