Insights for Driving Human Behavior

Join us in exploring Behavior Design, Behavioral Economics, Gamification and many other fields that help us design products, services and programs for improving human behavior.

Emotional Design

Emotional Design is about designing products, services, and experiences to achieve specific emotional outcomes, usually positive. Emotions drive most human action, so it’s critical to design with emotions in mind.

The Reality / Narrative Gap

We humans are always trying to fit our experience into some kind of narrative that helps us make sense of things. Unfortunately, reality rarely has a nice, neat narrative. So we end up with gaps between reality, and the stories we tell ourselves about reality. This is a challenge that creates a powerful opportunity.