Digital transformation requires a review of product and service design and launch processes, studying consumer patterns and introducing design improvements in a continuous cycle. While the evolution of Big Data and Internet of Things have offered benefits to enhancing this process, organisations have now started to leverage Behavioural Science and it’s applicability to products and services to support their transformation journey. It involves bringing insights from fields such as psychology, economics, sociology and marketing, and focussing on the results of data-driven hypothesis and predictive analytics techniques via machine-learning models, to accelerate your transformation journey. It helps organisations to better understand their customer needs and to challenge decisions with respect to product and service design and distribution.