Asthma Behavioural Insights

No more one-size fits all. Designing better support for people with asthma.

Our Asthma Behavioural Insights is a suite of resources which use high-quality data and research to guide user-centred design activities.


From 2007-2017 there was a 25% increase in annual asthma deaths in the UK. Previous investigations have shown that up to 2/3 of these deaths are preventable.

Despite the efforts of many innovators, we have seen little impact from new products and technologies, especially in comparison to other chronic conditions. Could new, high-quality insight and user-centred design crack asthma self-management?

How we developed our product

Working with expert partners at the Behavioural Insights Team (previously Public Health England), YouGov and the University of Edinburgh Usher Institute, we dived deep into our existing knowledge before conducting new research of our own.

The result: a behavioural systems map, identifying the most important behaviours, survey a representative population of people with asthma, and analyse our findings to create data-backed personas and associated tools.

Our product, your insight needs met

We want innovators, product developers, inventors, researchers and anyone else with an interest in asthma to use these tools to develop better products and services, focused on the different unmet needs of people with asthma.

We’ve created several different options to ensure these resources are affordable for anyone, from multi-nationals to students.

Resources in our pack

Information pack:

  • Interactive systems map
  • Patient behaviour journey maps
  • Detailed personas
  • COM-B Tables
  • Empathy maps

Design toolkit:

  • Impact mapping tool
  • Journey mapping tool
  • Behavioural Challenge Statements
  • Intervention evaluation tool

Get in touch

To access our Asthma Behavioural Insights speak to a member of the team:

Interested in gathering insight on other conditions or questions?

Our Respiratory Insights service is designed to facilitate insight gathering and user-involvement.