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
How do you help people repay loans faster? Common Cents Lab, a Duke University initiative co-led by Kristen Berman, Wendy Da La Rosa, and Mariel Beasley, worked with EarnUp to do this using behavioral insights.
How do you make physician reports easier to parse and more useful for providers? Learn how we worked with Belong Health to hone in on a critical source of data overload for physicians.
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.
Could telling people when they’re spending more than others help them spend less? Common Cents Lab partnered with Arizona Financial Credit Union to learn how social proof can impact financial behavior.
How do you get more users to convert if you have a very long funnel? Common Cents Lab partnered with Kiva to find out—leading to $190K+ in additional credit for LMI small business owners.
How do you leverage tax refunds as an opportunity for long-term financial security? Common Cents Lab partnered with San Francisco fintech startup Digit to do just that.
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.
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.