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We use the psychology of decision-making to create innovative solutions that drive behavior change.

We use a variety of rigorous tools to assess what to build and how.

By understanding customer psychology, we accelerate growth and retention.

Irrational Labs has created a fantastic framework for thinking about behavior change and how to test it out in the wild.

Kelvin Kwong,
VP of Product at Big Health

Read our latest musings. We are biased but we think our POVs are quite interesting.

Our co-founder and CEO Kristen Berman gave a TEDx Talk about Behavioral Design.

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