Learn Behavioral Economics and Consumer Psychology

Behavioral Design Bootcamp

Learn the skills we've taught to these companies:

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

Strengthen Your Expertise in Behavioral Economics

In this 8 week virtual bootcamp, you’ll learn how to use behavioral economics to boost KPIs, enhance customer experience, and build more robust and effective products from the ground up.

In addition to course modules, you’ll interact live with other participants, as well as Irrational Labs team members. You’ll share what you learn with fellow course participants and get feedback on your work.

Connect with others in the Behavioral Economics community

Kickoff video chat

Monthly Office Hours

Slack Community

What you'll learn:

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

The Curriculum

Designed by behavioral science experts at Irrational Labs, alongside behavioral designers from top Silicon Valley companies.


Why behavioral economics is a shortcut for product design and marketing


Foundational principles of behavioral economics that will fundamentally reshape your thinking


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: Defining a “key behavior”


The 3B framework for change: a simplified way to understand your customer’s psychology


How to reduce cognitive overload in your customer flows


It’s all relative. 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


Benefits: Doing the right thing for the wrong reasons


Smart ways to keep customers engaged (a deep dive on “concrete-ness” and “identifiable victim”)


Everyone else is doing it: The impact of Social Norms


Designing for incentives … and the mistakes most people make


Pricing 101: How to convey your product’s value


Mental Models: How to shape your customer’s narrative (great for new products and startups!)


The Behavioral Design Process: Experimentation


What next? Becoming a Behavioral Scientist

Join us and learn the psychology of decision-making.

What Past Attendees Say:

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.

Really cool team! Your openness and passion was amazing. It feels like reading 100 books and studies of BE.

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.

A great opportunity to have deep learning in a short period time and prepare you to be suited to diagnose, problem solve and build/drive experiments.


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. 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. Hundreds of companies have used our methods and process to build new innovations and improve existing ones.

Companies like Google, Fidelity, Lyft and Uber, Aetna, Cuna Mutual, AARP, Ancestry.com have brought us in to work within 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. We are product designers and behavioral scientists. We are deeply passionate about designing our systems and our environment to change behavior (for good).

3. What is the weekly time commitment?

This up to you. You put in what you get out. 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. Learn more

5. 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.

6. 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!

We believe the power of Behavioral Economics should only be used to make a positive impact in the world, and access is only allowed to those whose work is focused on making people happier, healthier, or wealthier. We do not allow admission to certain industries, including gambling, guns and tobacco.

7. 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).