D&AD
Turn world-class expertise into actionable learning.
WORK
1/10/20253 min read



Behavioural Facilitation Training
Actionable Course Design
Bespoke Facilitation Toolkit Development
Strategic Coaching for Educators
Great training doesn’t end in the room—it begins there. For D&AD’s Masterclass Series, taught by award-winning professionals across advertising, design, and digital, the challenge was clear: how to ensure participants didn’t just leave inspired but actually applied what they learned tomorrow, next week, and next month.
That’s where we came in: to help make D&AD’s masterclasses a springboard for lasting change.
Overview


D&AD’s trainers are industry leaders. But expertise doesn’t always guarantee effective teaching. The challenge was twofold:
Retention and Action: Participants needed to not only learn new concepts but also embed them into their daily work.
Facilitation Skills: Trainers needed support in designing learning experiences that fostered behaviour change, knowledge retention, and creative collaboration.
D&AD asked us: How do we train our trainers to amplify learning and create real impact?
The problem


We focused on behavioural facilitation, using behavioural science to improve how people learn and act. Our goal was to create actionable strategies, tools, and frameworks to ensure learning led to action.
Here’s how we did it:
1. Train the trainers
We ran tailored sessions with D&AD’s masterclass trainers, exploring:
The psychology of learning: How to design for retention and action.
Behaviour facilitation techniques: Turning insights into behaviours.
Practical facilitation skills: Improving collaboration and engagement.
2. Design actionable learning experiences
We worked closely with D&AD’s team to reshape how their courses were structured, focusing on what happens before, during, and after sessions:
Intention planning canvases:
Tools for participants to outline specific steps to apply what they learned.Behavioural gaps analysis:
Identifying and addressing friction points in learning.Pre-, in-, and post-learning touchpoints:
Structured methods to set clear expectations, engage participants during sessions, and encourage long-term action.
3. Build a bespoke BehaviourKit:
The Facilitation Kit
We developed a bespoke kit for D&AD trainers, equipping them with:
Behavioural insights cards to understand and manage participant behaviours.
Tools to plan sessions that turn lessons into actionable outcomes.
Techniques to balance creativity with structure in workshops.
4. Coaching and workshops
We delivered:
One-on-one coaching with D&AD’s core team, integrating behavioural science into their teaching strategy.
Three bespoke workshops for trainers, focusing on collaboration, learning psychology, and online facilitation.
Our approach
"I’ve been running work(play)shops for a few years now—but really wanted expert advice on learning behaviours. I found it incredibly useful."
– Jim Sutherland, Founder at Studio Sutherland
"The cards are really helpful, and I can see these being applied in both training and client workshops. Thank you!"
– Alex Lampe, Founder at Wiedemann Lampe
"Alterkind put together such an interesting and useful session—it gave me so many new ideas. I’m already thinking about how I can use them in my next workshop."
– Kate van der Borgh, Creative Writer
Outcome
Have a behaviour to fix?
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