Advancements in behavioral science help us understand how and why we make decisions, and how to design for our not-so-rational brains.
Emotional responses and averaging available information are highly influental in how we remember experiences. We understand people's emotional journeys and design interventions that make the lows a little more tolerable and the highs a little more delightful.
The way we make decisions is not as rational as we once thought. Behavioral economics has found that the best way to design for choice is to give the chooser an informed, objective understanding of their options, and anticipate predictable irrationality by nudging them toward the option that is in their best interest.
Understanding how to design for behavior change is an essential consideration when releasing a new product or service, or trying to do anything that will cause a change to someone's routine. We use methodology pioneered by the Behavior Design Lab at Stanford, which leverages relationships between motivation, ability, and a prompt.