Changing health outcomes requires understanding human psychology.
Everyone has the intention to be healthy, but our actions don’t always align. Behavioral science helps organizations bridge the gap.


The Impact of Our Decisions

If there was a magic pill that could cure cancer, experts estimate it would give (at max) 4 years of life expectancy.

If we could instead improve people’s lifestyles (good diet, no smoking, moderate alcohol) we could add 7 years of life expectancy.

Our decision making is what stands between us and health outcomes. At Irrational Labs, we help design systems that improve it.

Richard and Abi provided invaluable expertise to NeuGen that helped us achieve the most enrollments and visits in the history of offering the service. I would recommend partnering with Irrational Labs without reservation.
Daniel Rose
Director of Marketing & Product Development, Neugen

Case Studies

TytoCare logo

We designed interventions for the TytoCare device and user journey that drove a 120% increase in devices sold and a 65% increase in completed medical visits.

TytoCare case study

How can you encourage patients to make doctor’s appointments? Our changes drove a 20% increase. 

One Medical Case Study

Our behavioral intervention increased telehealth adoption by over 168%.

Telehealth Adoption NeuGen

How can we help people take action to improve their health? Our changes drove 120% more enrollments.

Are You Working on a Health Challenge?


8-Week Online Health Bootcamp

Changing behavior is always hard. But some argue that healthy behavior change is the hardest.

That’s why we created an online bootcamp that covers everything you need to know about behavior change—for health.

8 Do's and Don'ts of Incentive Design

Incentives drive behavior. But are you using the right ones? Get the research on what works and what doesn’t. We give you the “Do’s and Don’ts” for your employee well-being program.

7 Simple Nudges for the Workplace

Are you an employer looking to support employees with their health goals? Here are 7 easy ways to re-design your workplace cafeteria to encourage better nutrition.

A Guide to Help People with Pre-Diabetes

This guide is ideal for anyone who has been diagnosed pre-diabetes or may be at risk, and the health care providers that care for them.

Richard discovered critical behavioral insights that shaped our healthy eating program.
Cissie Bonini
Executive Director of Vouchers for Veggies


Our Services

From concept to code, explore how we get our hands dirty with research, product, and marketing challenges.

Our Areas of Expertise

Learn how we are helping change behaviors across the domains of health, education, finance, and more.

Join our Bootcamp

Understand your customers’ choices and learn how to change their behavior for the better — in our 8-week online Behavioral Design course.