We use behavioral science to inform product decisions.
Behavior change is hard. A few customer interviews alone won’t crack it. Too often, teams start the product development process by asking people what they want or would use.
At Irrational Labs, we use a process call behavioral design. We study the environment of decision-making to create hypotheses about user behavior.
Director of User Experience at Indeed
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.
How do you get doctors to actually read their data summary reports on their patients—so that they can improve their patient care and practice? We designed behavioral interventions for Belong Health to relieve physician data overload. Here are the results.
How do you increase new patient engagement? We designed a suite of behavioral interventions for Belong Health that accomplished this. Read on to discover how we did it and what we learned.
How do you leverage tax refunds as an opportunity for long-term financial security? In 2016, Common Cents Lab, a Duke University initiative co-led by Kristen Berman, Wendy Da La Rosa and Mariel Beasley, partnered with San Francisco fintech startup Digit to do just that.
How do you get more users to convert if you have a very long funnel? Common Cents Lab, a Duke University initiative co-led by Kristen Berman, Wendy Da La Rosa and Mariel Beasley, partnered with San Francisco-based non-profit Kiva to create behavioral-science-based interventions that answered this question—leading to more than $190,000 in additional credit to LMI small business owners.
Could telling people the truth—that they’re spending more than other people—help them adjust their spending habits? In 2017, Common Cents Lab, a Duke University initiative co-led by Kristen Berman, Wendy Da La Rosa, and Mariel Beasley, partnered with Arizona Financial Credit Union to learn how social proof can help change financial behavior.
We leveraged behavioral design to improve member and product outcomes with Credit Karma Money Spend, Credit Karma’s checking account.
Our prompts successfully reduced flagged content shares by 24% when compared to a control group.
How can you encourage patients to make doctor’s appointments? Our changes drove a 20% increase.
We drove a 3x increase in the likelihood of applying on time for FAFSA.
We worked with Uber to design, launch, and test a savings wallet for all Uber drivers.
Our experiment reduced overdraft fees by $36.
How can we redesign financial planning to better help low-income Americans succeed? We helped design an SMS and human financial coaching app.
Can we improve auto loan repayments? We helped decrease loan defaults by 69%.
How do you pressure test new feature ideas? We dry tested a new feature concept to get real data on adoption rates.
How can a city improve its citizens’ financial health? We did a rigorous assessment for Orange County, FL.
We worked with Steady on the questions: How can we increase engagement? Our experiment drove double-digit increases in bank account linkage.
How can we reframe the concept of loneliness and prevent people from becoming lonely in the first place? We designed an experiment to drive meaningful conversations.
We insert behavioral science into the high-level strategy and the small details of design and copy.
Interested in the science of decision-making?
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.