Behavior · Architecture · Innovation
Wicked problems
don't yield to
linear process.
BAITT is a behavior-led transformation consultancy working at the intersection of environment, technology, and human psychology. We orbit complex problems until the right intervention becomes obvious.
The Orbit Model
Each orbit
begins smarter.
Three concentric layers - Behavior, Architecture, Innovation - each cycle tightening around the wicked problem until the right intervention becomes visible. Hover any node to explore.
"Wicked problems hold contradictions.
Both sides can be true.
Neither is always right."
Each orbit tighter. Each cycle irreversible.
Tap any node to explore. Three layers orbit the wicked problem, each cycle tighter, each intervention sharper.
Human
Accountable
Where judgment must remain human
BAITT holds that some decisions cannot be delegated to tools, however capable. These responsibilities require human presence, authority, and accountability - not because AI cannot assist, but because the stakes of error are relational, ethical, or political in ways that require a person to own them.
AI
Accelerates
Where tools compress time and increase precision
BAITT uses AI not as a replacement for thinking but as a way of thinking faster, wider, and with less cognitive drag. These capabilities allow human judgment to operate at a scale and speed that would otherwise be impossible within the constraints of a consulting engagement.
is designed - and design
directly shapes how we feel,
act, and relate."
BAITT · Amsterdam · Netherlands
From complexity to clarity.
From clarity to change.
We don't arrive with answers. We arrive with a methodology, one that orbits a problem until the right intervention becomes visible.
Read the system. The problem is always more than it appears.
Narrow to the smallest intervention with the largest effect.
Intervene with precision. Irreversible shifts, not just deliverables.
The orbit tightens. The next cycle begins with sharper instruments.
Orbits in the field.
Warm Nest
Healthcare environments optimise for efficiency. A cancer support space had to do the opposite, lower stress, support psychological regulation, and feel like somewhere a person would choose to enter.
Behavioural neuroscience translated into spatial decisions: privacy gradients, threshold design, acoustic calibration, biophilic material systems. Every room earned its story before a single module was placed.
A building that changed the question, not "how do we make a healthcare facility less clinical?" but "what does a space need to understand about the nervous system before it earns the right to hold someone in crisis?" That question is still open. That is the point.
AE2AI
Education systems are not structurally prepared for AI-native cognition. The wicked problem was not how to teach AI, but how to redesign learning architecture so human judgment remains the thing being developed.
Behavioural learning science, AI capability modelling, and curriculum system design, held in tension until the contradictions between them produced something neither discipline could reach alone.
The inaugural ACM-Europe Seasonal School proved the field was ready for a different conversation, not tools, but cognition. Thirty participants. Sold out. The frameworks continue to evolve through the institutions that carried them forward.
Skin‑to‑Skin Architecture
Architecture is still largely understood as object-making. The wicked problem was how to argue, at cultural scale, that buildings are metabolic systems in relationship with bodies, soil, and climate.
Environmental psychology, biological systems thinking and biourbanism, woven into a position that had to hold under the scrutiny of the world's most consequential architecture event.
Presented at the 19th International Architecture Exhibition, curated by Carlo Ratti, MIT, the work entered a discourse that shapes what gets built over the next decade. The orbit tightened. The conversation is different now.
CoPlan AI
Urban planning collapses complexity into static models. The wicked problem was whether AI could expand what a city is able to consider about itself, without flattening the contradiction and friction that make cities alive.
Behavioural modelling, AI scenario generation and civic dialogue systems, mapping the gap between what planners know and what residents experience. The orbit is not yet closed.
An ongoing collaboration, which is itself the honest answer. Some wicked problems don't resolve into a case study. They become a long-term orbit with a partner willing to keep asking the harder question alongside you.
BAITT operates through collaboration, because that is how the work is actually done. Wicked problems are rarely solved by a single person or team.
Six ways to
orbit a problem.
Each service is designed to be engaged independently or as part of a multi-orbit engagement. All are built around the same core methodology.
Architects, psychologists,
AI experts, planners,
one methodology.
BAITT is a behavior-led design practice working at the intersection of environment, technology, and human psychology. We identify what creates friction, cognitive load, and stress in real contexts - then prototype interventions that improve human experience and system performance.
What is the wicked
problem you're
orbiting?
We don't pitch solutions before we understand your problem. Every engagement begins with a conversation - honest, unbilled, and focused on whether we're actually the right fit.