NEW: Applications now being accepted for our next Behavioral Design Interactive Cohort



Decision-making drives us (literally).
We must re-design cities to change the defaults of our transportation habits.

Case Studies

Auto Loan Calculator

Car payments are one of the most expensive items on our monthly budget. See how we nudged people to buy less expensive cars.


We helped the Culdesac team envision and plan for a “city without cars”

Q&A with Irrational Labs cities expert

No one likes being stuck in daily traffic on the way to work. And yet we endure, with average commute times just shy of 30 minutes.

In this article we talk to Irrational Lab’s managing director Richard Mathera about what has (and hasn’t) worked to improve our roadways and commutes. He covers:

  • Why nudges aren’t always the answer
  • Examples of systemic changes that could work
  • The role of incentives

Interested in working with us to transform transportation habits?


Our Services

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

Our Areas of Expertise

How do you change X behavior? See what we’ve done across the domains of health, education, finance and more.

Join our Bootcamp

Check our 8-week online course. Find out why your customers make decisions and how to change behavior (for good).

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