Become a Behavioral Designer in Just 8 Weeks

Boost KPIs, enhance customer experience, and build more effective products using behavioral science

Learn the skills we have taught to these companies:

  • Google
  • Maritz
  • Aetna
  • Intuit
  • Lyft
  • The World Bank
  • Cuna

What You Will Get

The lessons (videos, case studies, and exercises) will teach you how to make smart changes to your own products, programs, and workflows to drive behavior change for good.

8-week online program designed by behavioral experts at Irrational Labs
Actionable insights for leveraging behavioral science
The “3B framework” for behavior change (used by companies like Google and Facebook)
When and how to conduct smart experiments
The top psychological biases impacting you (and your customers)
Tools, like a behavioral diagnosis, to identify where your efforts will make the greatest impact
How to ethically — and often drastically — increase your conversion and retention rates

Loved by 100’s of Product Managers, Designers, and Executives

We applied it to our sales process and we were able to increase our prices by 50% woho!
The material was very well curated and separated into clear topics.
I love the personalized experience, I like having the slack channel to communicate when I have questions, share experiences and receive feedback. The readings are very easy to read, once I get the lessons going I can’t stop, I also appreciate using different types of media. The email reminders are nice as well, work as triggers when new modules are open every week.
I have applied to 2 main projects so far and have had a huge business impact. I’ve also heard from many colleagues that the BE techniques were great, they perceived value and saw clear rationale behind my decisions (that was definitely a plus for me! I got results for the business and among my peers!) Thanks <3
Materials written in simple language that I can share with my cross-functional team. Focus on concrete, specific, measureable behaviours.
I love that the course focuses highly on actionable points. And of course this Slack group is definitely a pleasant surprise resulting from joining the course. :)

Available To You Right Now in the Behavioral Design Bootcamp

Your Users
Understand WHY we make the decisions we make and how to change them.
Gain Actionable Insights
Learn tactics you can apply today to drive design and strategy decisions.
Drive Behavior Change
Get the necessary tools to drive real behavior change for good.
Bonus: Video Kickoff Chat
Understand WHY we make the decisions we make and how to change them.
Bonus: Monthly Office Hours
Learn tactics you can apply today to drive design and strategy decisions.
Bonus: Access to Slack Community
Get the necessary tools to drive real behavior change for good.

Some Key Insights on What You’ll Discover

Why Behavioral Economics is a shortcut for product design and marketing
The Behavioral Design Process: the 3-step method to design products that actually drive behavior change
The most important (and least understood) step in behavior change: Key Behavior
The 3B Framework for change
How to reduce cognitive overload in your customer flows
How relativity drives our purchase decisions
How to get someone's attention and keep it (ethically)
How to leverage the "endowment effect" in your onboarding flow
Smart ways to keep customers engaged with "concrete-ness" and "identifiable victim effect"
Designing for incentives... and the mistakes most people make
Pricing: how to convey your product's value
How to shape your customer's narrative using Mental Models

The Complete Guide To Understanding Your Users, Gaining Actionable Insights And Driving Behavior Change

Companies like Google, Fidelity, Lyft, Uber, Aetna, Cuna Mutual, AARP, have paid tens of thousands for us to work with their product and marketing teams to drive growth and engagement.

Dozens of seed or series-A startups have relied on us to help them understand their customers needs and build products that solve them.

People pay thousands to learn this knowledge through our in-person workshops.

This is not just the most complete guide to Behavioral Design available and ever created.

It’s also a TRAINING PROGRAM with videos, case studies and exercises designed to help you understand your users, gain actionable insights and ultimately drive behavior change for good.

  • Google
  • Maritz
  • Aetna
  • Intuit
  • Lyft
  • The World Bank
  • CUNA
For a LIMITED TIME only...
Not $10,000. Not $5,000. Not $1,000...
The Behavioral Design Bootcamp

is available for…

$680 $480

Join the conversation and network with other like-minded students

“Our experiment increased open rates by 25% and click-through rates by 80%.”
Josh Ly
Growth Marketing Manager, Livongo
The Behavioral Design Bootcamp
Only $480!

Who is Irrational Labs?

Irrational Labs was founded by author and professor Dan Ariely and Kristen Berman. Our mission is to use behavioral insights in order to help people be happier, healthier and wealthier.

Companies like Google, Fidelity, Lyft and Uber, Aetna, Cuna Mutual, AARP, have brought us in to work within their product and marketing teams to drive growth and engagement.

We are product designers and behavioral scientists. We are deeply passionate about designing our systems and our environment to change behavior (for good).

Bringing behavioral economics to bear on product design is an activity that will surely impact billions of people…and Kristen is making that happen.
Ethan Bloch
Founder & CEO
Maybe the best session I’ve been to at my 2 years at Facebook. [Kristen Berman] is super immersed in the topic and able to relate to our workstreams so easily, which makes this super relevant!
Judy Lee
Marketing Manager at Facebook
If I could, I’d magically have every designer, researcher and client attend Kristen’s talks.
Craig Peters
Founder of Awasu Design
We increased user engagement in our platform from 25% to 33% by implementing simple changes learned at the bootcamp.
Marketing Manager
at Livongo
I feel like we've been given a pair of X-Ray glasses to see a hidden world driving user behavior. These insights and tools will shape how we build experiences for the foreseeable future.
Director of User Experience
at Indeed

Check out Kristen's TEDx Talk here!

We usually try to avoid guarantees, which focus on refunds. Many use it for an easy exit for those that don’t want to put effort in. But here is what we’ll offer you:

  1. Invest the $480 today.
  2. Finish the course and apply it. You have 8 weeks to see if what we’ve explained in the course is true.
  3. If you believe this is not $480 value and you feel you cannot use this to improve your business or your life, then apply for a full refund by emailing our team at [email protected].


1. Who should take this course?

This is for people who want to understand their customers’ psychology, and especially for anyone interested in sales, product management, marketing, and/or design.

There is a treasure trove of insights about why people do what they do. The current product, design and marketing tool kits only expose us to the tip of the iceberg. Attendees of the online course will go deep on these psychologies that can drive us, your customers and thus drive the adoption, engagement and retention of your  product or service. People who attend should be ready to get their hands dirty – you will practice applying the tools and frameworks to your own roadmap as well as get a variety of experience applying it to general business problems.

2. How do the online sessions work?

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

3. What is the weekly time commitment?

This up to you. You get out what you put in. There is about 1 hour of reading and 1 hour of hands-on exercises a week. You’ll get 2 modules every week.

But the really neat thing that will happen? During this course, you will 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!

4. How can I lower the cost?

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.

5. What are the course qualifications?

No previous experience in behavioral economics or design is necessary. And if you have read a few behavioral economics books, you’ll still learn new things. We focus on applying the behavioral insights to your daily work! Preference will be given to teams and individuals from companies whose work is focused on making people happier, healthier, or wealthier.

6. How long do 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 Bootcamp Online Course



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).