Immersive Classes

We offer immersive, hands-on courses for professionals who are looking to do a deep-dive into applied behavioral economics. Attendees learn the key principles of behavioral economics and how to apply them in a business context. Upon completing the class, attendees will see themselves as choice architects, understanding how to shape customers’ and users’ decisions by shaping the environment in which decisions are made.

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The Workbooks

Hacking Human Nature for Good: A Practical Guide to Changing Human Behavior

In these 10 easy workbooks you’ll get easy to understand behavioral economics principles, equivalent to a full year of MBA coursework. They include practical exercises you can do by yourself or with your team.

These workbooks condense years of deep academic learnings in behavioral economics, with the goal to help product people understand human behavior and design powerful experiences.
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Introduction to the Workbooks

How does behavioral economics fit into the product development process? How is the current approach to marketing misguided? What are practical examples of applying these principles to real problems? Pre-order and get this workbook today.

Key Behaviors

Ask your team members what is the most important thing your customers should do with your product/service? You’ll be surprised at how their responses differ. Before we can start designing solutions, it is crucial to articulate the key behaviors that your product is designed around.

Path of Least Resistance

Why don’t our customers behave the way we would like them to? Changing behavior is hard, but many times it’s not for the reasons we think. After you read the path of least resistance workbook you’ll be able to optimize your sign up flow, improve the product first use experience and have a language you can use to describe choice architecture.


There’s that phrase that emotion gets in the way of things. Guess what? Emotion gets in the way of everything! It is a critical determinate of our behavior. As a product or experience designer, it’s critical to understand the power of emotions and how we can harness them to work in our favor.

Social Proof

In times of uncertainty, we look around us to see how others are confronting similar situations. Often, your customers are coming to you for guidance (or else they wouldn’t be your customer!) This workbooks outlines the benefits and pitfalls in using social proof within your end-to-end product experience.

Loss Aversion

Many times we frame our products in terms of the benefits gained through its use. The principle of loss aversion questions this assumption. In this workbook we’ll review different ways to position a benefit, create a sticky first use and general ways to increase commitment to your product and brand.


As humans, many times we don’t do well with intangible, abstract ideas and benefits. In order to get your customer to understand your product and use it, you’ll want to make sure your language and design is as powerful as possible. This workbook is great for designers, marketers and copywriters.


Are you marketing a new-to-the world product? Or trying to design a pricing page? A little context goes a long way. This workbook helps you understand how to create the right context and environment to facilitate decision making for your customers.


In a perfect world, we do things for the long term benefit of health and happiness. Unfortunately, many times it’s the immediate benefits that motivate the majority of our behaviors. In this workbook we outline 4 different types of incentives and review how to design reward scheduling and frequency.


There is a common misconception that customers pay for value. This book argues that customers pay for the perception of value. We outline the difference and how you can increase your perceived value and design your pricing strategy. Most importantly, we’ll also show you what not to do (free!). This workbook pulls principles from the previous workbook and applies them to the question of pricing. Note: This book is encouraged for everyone, regardless of function within an organization.

Bite-Size Daily Lessons

Daily Emails

A bite-size course in behavioral science

In 22 short, fun and information-packed emails you will get a brief introduction to interesting research findings from the field behavioral economics. You’ll also get examples on how to best apply these findings to your product or service.

Join over 7,000 product developers and marketers in taking this course.

Daily Emails

A bite-size course in pricing design

In 22 short and fun lessons, you will learn how to design your pricing strategy. Why do people get so excited about buying things that are in short supply? What causes promotions to drive short-term spikes in sales, yet become counterproductive over time? When can offering a product for free actually be bad for the customer? Remember to always ask the question: Am I making my customers better off?

The Behavioral Design Process:
Our Toolkit

The 3Bs

This framework goes through the 3 most important steps to design for behavior change.

Behavioral Diagnosis

A behavioral diagnosis is a detailed, step-by-step analysis of how users actually behave, and it's usually our starting point.

Experimental Guide

How to use experiments when designing products and services to make evidence-based decisions and avoid costly missteps.