Behavioral Design
for Health

Improve Health Outcomes Using Behavioral Economics

Companies who have done our trainings

  • Google
  • Grand Round
  • Aetna
  • Intuit
  • Livongo
  • World Bank
  • CUNA

Through real world examples and engaging content you’ll learn how to apply behavioral design to your specific product/program and problems. 16 modules are delivered over eight weeks. We cover healthcare delivery and lifestyle management for both individual and population health.

In addition to course modules, you’ll interact live with other participants, as well as Irrational Labs team members, in our kickoff video-chat; monthly office hours; and Slack conversations. You’ll share what you learn with fellow course participants and get feedback on your work.

In addition to course modules, you’ll interact live with other participants, as well as Irrational Labs team members, in:

A video kickoff chat

Monthly Office Hours

Our Slack Community

What you'll take away:

Actionable insights on how to apply behavioral economics to your health product development, program design, and communication efforts
The “3B framework” for behavior change (used by companies like Google and Facebook)
The top psychological biases impacting health behaviors such as medication adherence, adopting a healthy diet, and broad public health efforts
Specific tools, like the Behavioral Diagnosis, that drive innovation in the user experience
Tactical tips to drive engagement among your users (patients, providers, customers, etc.) to improve health
How to imbue the art of experimentation into your team culture
A new mindset of intentionality for crafting your user’s environment - words, calls-to-action, visuals, and workflows
How to use behavioral science ethically when designing for health behaviors

The Curriculum

Designed by Irrational Labs behavioral science experts, alongside behavioral designers at healthtech companies in Silicon Valley.


How behavioral economics can be used to improve health outcomes


Foundational principles that will re-shape your thoughts on decision-making


The Behavioral Design process: The 3-step method to design products, services, and workflows that drive health outcomes


Introducing the 3B framework for behavior change


The most important (and least understood) step: Defining a Key Behavior


Applying the 3B framework to understand the psychology of health


Understanding the two types of barriers to health behavior change


Reducing Friction: How to decrease Cognitive Load (and increase health engagement)


Leveraging the influence of our emotions on health decision-making


Combatting the devil on our shoulders: Helping people avoid temptation by designing for self-control


Benefits: Doing the right thing for the wrong reasons (yes, the wrong reasons)


Ways to strengthen health engagement and motivation: A deep dive into Concreteness


Everyone else is doing it: Using the power of Social Norms


The right way to implement incentives (and how they’re often used incorrectly)


The Behavioral Design process: Time to experiment!


What next? Becoming a Behavioral Designer for health

What Past Attendees Say:

This course is a must have for leaders and organizations.

A great investment in quickly grasping BE principles and learning to apply them to your organization and life using a repeatable process.

Insightful, practical and rigorous approach to understanding and applying BE from a practical action-learning perspective.

This Bootcamp took my understanding of BE to the next level.

The 3B framework is a real game changer for me.

It made BE very concrete and applied versus an academic learning exercise. I feel more prepared to use what we learned in the real world.


1. Who should take this course?

This program is designed for people working to change health-related behaviors in roles within technology companies, public health organizations, pharma, insurance, healthcare delivery (including clinicians!), HR/benefits, health system administration, and health policy.

This program is for you if you want to better understand the psychology of your users – customers using an app, patients seeking care, healthcare providers, the general public – really, anyone whose behavior you’re hoping to change! If you want to become more thoughtful about how you design – content, onboarding flows, dashboards, communication materials, health hardware, etc. – behavioral science should be in your front pocket.

There is a treasure trove of insights about how people make decisions that impact their health. The current toolkits for product, program, marketing, and service design only expose us to the tip of the iceberg. In this course, you’ll come to deeply understand human psychology and how it drives the adoption, engagement, and retention of your product or service to improve people’s health.

2. What is the difference between this course and the Behavioral Design course?

The health course is tailored to people working in environments where they have an impact on people’s health. This may be through products they’re designing, programs they’re building, patients they’re supporting, or providers they’re leading. The majority of examples, studies, and content in this course is related to health behavior change.

3. What if I don’t work for a health-oriented organization?

That’s totally fine! While much of the content is designed for people actively designing products/services/workflows to change people’s health outcomes, it’s also great if you’re interested in improving your own health behaviors (or those of loved ones). Or maybe you’re thinking about starting a company that will impact people’s health. The course exercises are designed to work for all of these use cases, and more.

4. What are the course qualifications?

No previous experience in behavioral economics or healthcare is required. And if you’ve read a few behavioral science or economics books, you’ll certainly still learn new things. We focus on applying behavioral insights to the health problems you’re solving for at work and in your personal life. If you’re a healthcare provider, the content will be useful as you think about behavior change in the context of patient care.

Preference will be given to teams and individuals from companies whose work is focused on improving people’s health and wellbeing.

5. Who is Irrational Labs?

Irrational Labs  was founded by author and professor Dan Ariely and Kristen Berman. Our mission is to use behavioral insights to help people be happier, healthier, and wealthier. Hundreds of companies have used our process and methods to build innovative new products and improve existing ones.

Companies like Google, Aetna, Eli Lilly, Fidelity, Lyft & Uber, Shapa, Cuna Mutual, and AARP have brought us in to work within their product and marketing teams to drive growth and engagement. Dozens of startups have relied on us to help them understand their customers’ needs and build products that solve for them. We are product designers and behavioral scientists. We are deeply passionate about designing our systems and our environment to change behavior – especially health behavior – for good.

6. What is the weekly time commitment?

Every week, you’ll gain access to two new modules of content with about one hour of reading material. You’ll also have around one hour of hands-on exercises to do each week, and you can always engage on Slack to share your thinking and give others feedback on their work.

But the really neat thing that will happen? During this course, you’ll start thinking like a behavioral scientist. So while there are the actual (and non-trivial) time commitments to be aware of, you should expect to become immersed in the content in a way that seeps into your daily life. You’ll start seeing the world a bit differently. You’ll ask more questions. You’ll be more curious. We even hope that your friends start noticing that your conversation has shifted a bit!

7. What if I can’t afford the course?

Pro tip: You can ask your company to sponsor you. A lot of companies have a professional development budget for things exactly like this.

We also offer nonprofit and government employee discounts, as well as a ‘COVID-19 front-line worker’ discount. contact us at [email protected] to get a discount code.

8. How do the online modules work?

You’ll gain access to a platform called Podia, which will feed you the modules. It’s like Coursera in that you’ll log-in and have a list of modules to complete. Learning is primarily self-directed.

9. When does the course start?

Whenever you want to begin! After you’re accepted, you’ll be able to start the course within one week.

10. How long will I have access to the content?

You get access to the course for 3 months – that’s 8 weeks of actively receiving new content, plus another full month to review and cement your learning.

Behavioral Design For Health Bootcamp



Monthly office hours
Access to our Slack community
Certificate of completion

Custom Courses

Private, customized courses for your team are also available, starting at $3,000 per person (must meet minimum number of participants).