Hacking Human Nature for Good

A Practical Guide to Changing Human Behavior

When we understand human behavior, we can build and sell products that change lives.

What you get

  • Core expertise of famed author / professor Dan Ariely and his team
  • Easy to understand behavioral economics principles, equivalent to a full year of MBA coursework 
  • Practical exercises you can do by yourself or with your team
  • Product Managers
  • Designers
  • Marketers

Who these Workbooks are for

People who create and build products and services that change behavior – in good ways. If you are a product manager, designer or marketer, you are also a choice architect. By understanding human behavior, you can help your users make better decisions.

People use and love them

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.

Anat Binur Partner at Innovation Endeavors

Understanding your users is critical to building a timeless product people love. Every founder should invest time to read these Behavioral Economics workbooks. If you can spend time with Kristen and Dan, drop everything else–every second with this team is worth it!

Cindy Wu Founder at Experiment.com

Irrational Labs has created a fantastic framework for thinking about behavior change and how to test it out in the wild.

Kelvin Kwong Product Designer at Jawbone

I recommend the Irrational Labs workbooks to growing companies that want to have a meaningful impact. 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.

Anat Binur Partner at Innovation Endeavors

Join your savviest peers in the behaviorial economics movement

Learn more about The Workbooks

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.

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