The Science of Good Products

Behavioral Economics

The science of why we do what we do.

We’re a nonprofit that applies behavioral economics findings to product, marketing, and organizational design problems. Through understanding human decision making and motivations we help companies create compelling value propositions, grow their customer base and keep them engaged.

In the future, we are all great people. We eat healthy, we call our mom and we save money.
The problem is that we don’t live in the future. We live in the Now. In the Now, the environment determines our behavior. By designing the environment and creating thoughtful interventions, we are able to improve people’s decision making in a way that benefits customers while also growing the companies bottom line.

We’re always looking to work with companies and organizations that are changing the world in positive ways.

We understand how people really think.

We’re irrational creatures. Decades of psychological research has shown that we’re particularly influenced by things like social pressure, loss aversion, emotions, and so on. We take these often counterintuitive research findings and use them to analyze your problems – so that we can understand the true cause of the problems you’re facing. Once we know the cause, we can work with you to create an effective solution. It’s like magic, except it’s science.

We use data.

We take a scientific approach to the problems you’re facing. Using behavioral economics findings, we’ll help you understand the psychology of your customers. While intuition may be tempting to rely on, it’s not something we recommend creating a product or business strategy based on. We’ll guide your team through experimentation, surveys and research to come up with creative, innovative (and practical) solutions based on data.

We look for the small changes that create big results.

We believe in small details. By doing things like reducing friction in the end to end experience, adding relativity to a decision or increasing a user’s commitment to the goal we consistently find that small changes produce large effects.


Kristen Berman

Kristen Berman studies how people actually act in the marketplace, as opposed to how they should or would perform if they were completely rational.

Currently she is a co-founder and head of product at Common Cents Lab, a Duke University initiative dedicated to improving the financial well-being for low to middle Americans.

Kristen also co-founded Irrational Labs, a non-profit behavioral consulting company, with Dan Ariely in 2013. Irrational Labs helps companies and nonprofits understand and leverage behavioral economics to increase the health, wealth and happiness of their users.

She was on the founding team for the behavioral economics group at Google, a group that touches over 26 teams across Google, and hosts ones of the top behavioral change conferences globally, StartupOnomics. She co-authored a series of workbooks called Hacking Human Nature for Good: A practical guide to changing behavior, with Dan Ariely. These workbooks are being used at companies like Google, Intuit, Neflix, Fidelity, Lending Club for business strategy and design work.

Before designing, testing and scaling products that use behavioral economics, Kristen was a Sr. Product Manager at Intuit and camera startup, Lytro. She built product management and marketing systems for small businesses and consumers, for domestic and international markets, for mobile and web, working on front and back end systems. The core thread throughout this all is a deep passion for understanding why people behave the way they do and then building solutions that make their lives better.

Kristen is an advisor for Loop Commerce, Code For America Accelerator and the Genr8tor Incubator and has spoken at Google, Facebook, Fidelity, Equifax, Stanford, Bay Area Computer Human Interaction seminar and more.

Wendy De La Rosa

Wendy De La Rosa is a Behavioral Strategist for Irrational Labs. Founded by behavioral economist Dan Ariely, Irrational Labs is a nonprofit organization that that applies behavioral economics findings to product, marketing, and organizational design problems. She focuses on designing user and employee experiences using behavioral economic theories. She is also the co-founder of Common Cents, a research lab funded by the MetLife Foundation, focused on creating interventions to help middle Americans make better financial decisions.

Prior to joining Irrational Labs, Wendy was a researcher at The Wharton School at the University of Pennsylvania where she collaborated with Dr. Adam Grant on research and application projects related to organizational behavior, employee motivation and burn-out. She was also a private equity investor at Goldman Sachs and Centerbridge Partners.

Wendy’s interest in behavioral economics started during her time at The Wharton School where she received a B.S. in Economics with a concentration in Management and Finance. She graduated summa cum laude and Phi Beta Kappa.

In her spare time, Wendy leads two monthly behavioral economic reading and discussion series in New York City and San Francisco.

Evelyn Gosnell

Evelyn is the Lead Behavioral Researcher at Irrational Labs and frequent speaker in behavioral economics and consumer psychology. She is an expert in helping companies use the science of decision-making to better understand how real people think and behave, thereby creating better products and services for them.

Evelyn’s work spans across a broad array of industries. She has launched major health initiatives with companies such as Aetna, developing and implementing behavioral training programs to be used at scale. Evelyn has also partnered with behavioral economist Dan Ariely to collaborate on behavioral science initiatives with start-ups. She has worked with companies in health & wellness, FinTech, insurance, online dating, and the nonprofit sector. She enjoys working with both large companies and start-ups.

Evelyn transitioned to the world of behavioral economics from a corporate background in Product Management and Marketing. She started her career at Christian Dior Parfums in Paris and subsequently worked in various product management, marketing, and sales positions in cosmetics and apparel.

Evelyn holds a B.A. in cultural anthropology from Duke University and graduated summa cum laude. She also completed a Master’s degree in Marketing from the Institut d’Etudes Politiques in France. She speaks fluent French and Russian.

Ingrid Melvaer Paulin

Ingrid is a Senior Behavioral Researcher at Irrational Labs and a Research Associate with the Center for Advanced Hindsight. She specializes in studying and applying behavioral economics to improve lives and decisions.

Prior to joining Irrational Labs, Ingrid was a Visiting Scholar at the Haas School of Business, while holding advisory roles and consulting for the Perception Institute, the Center for Policing Equity and the Berkeley International Framing Institute. Before moving back to the Bay Area from London, she helped manage the Behavioral Design Lab at the U.K. Design Council, while teaching behavioral economics at University College London. She has also worked as a strategy consultant for clients in the health care, nutrition, construction and oil industries.

Ingrid holds a B.A. in Psychology and Political Science from the University of California at Berkeley and an M.Sc. in Social Cognition from University College London.

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