NEW! Behavioral Design for Finance – Self-Paced Bootcamp



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

Case Studies

We worked with Uber to design, launch and test a savings wallet for all Uber drivers.


We helped Culdesac envision and plan for a city without cars.

Auto Loan Calculator

Car payments are among our most expensive monthly budget items. We nudged people to buy cheaper 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

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.