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Denise Hampson

Expert Overview

Denise Hampson is a Consultant Behavioural Economist and Service Designer and has worked with a wide range of organisations including a number of central government departments. She is the author of Desire Code, a framework for behavioural transformation, and speaks internationally on the subject of behaviour change.

Denise was a member of the Great Britain Track Cycling Team from 1999 to 2004, during which time she was British Women's Sprint Champion and British record holder.

Prior to her athletic career she was a Systems Engineer at BAE Systems, specialising in human-system interaction and cockpit design on military aircraft. This is what started her career-long obsession with human-centred design and creating systems and services that are best matched to real human behaviour.

She writes a regular blog, the Desire Code Blog, on behavioural economics and service design which you can find at

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Talks I've Given