Behavioral Design Course

Lesson 1 • How Humans Make Decisions

Introduces dual-process theory and bounded rationality as core explanatory frameworks. Connects cognitive architecture to predictable behavioral patterns.

Lesson 2 • Behavioral Models and Frameworks

Presents structured models such as COM-B and the Fogg Behavior Model for diagnosing behavior gaps. Equips students to select the right framework for a given problem.

Lesson 3 • Core Cognitive Biases

Surveys the most design-relevant biases including loss aversion, anchoring, and status quo bias. Provides a reference taxonomy used throughout the course.

Lesson 4 • Ethics in Behavioral Design

Establishes ethical boundaries between nudging and manipulation using autonomy-preservation criteria. Sets the professional standard applied in every subsequent chapter.

Lesson 1 • Defining the Target Behavior

Teaches precise behavioral specification using the EAST and SMART behavior frameworks. Prevents vague problem statements that lead to ineffective interventions.

Lesson 2 • Building a Behavioral Diagnosis

Synthesizes qualitative and quantitative findings into a structured diagnosis document. Prepares students to justify intervention choices with evidence.

Lesson 3 • Quantitative Behavioral Analysis

Introduces behavioral metrics, funnel analysis, and drop-off diagnostics to quantify where and how behavior breaks down. Complements qualitative findings with measurable evidence.

Lesson 4 • Mapping the Behavioral Journey

Uses journey mapping to surface friction points and decision moments across a user's experience. Links behavioral theory to real-world touchpoints.

Lesson 1 • Default Setting and Choice Architecture

Explains how pre-selected options exploit status quo bias to shift behavior at scale. Covers opt-in vs. opt-out design and default stacking strategies.

Lesson 2 • Salience and Simplification

Uses visual hierarchy, chunking, and friction reduction to make desired behaviors easier to notice and execute. Directly counters cognitive overload barriers.

Lesson 3 • Framing and Message Design

Applies gain vs. loss framing, attribute framing, and temporal framing to increase message effectiveness. Connects framing choices directly to target audience biases.

Lesson 4 • Commitment Devices and Planning Prompts

Designs pre-commitment mechanisms and implementation intentions that bridge intention-action gaps. Applies temporal self-regulation theory to real interventions.

Lesson 5 • Feedback and Progress Signals

Builds feedback loops using goal gradients, progress bars, and milestone markers to sustain motivation. Connects feedback design to habit formation theory.

Lesson 1 • Designing Cues and Triggers

Covers environmental, temporal, and social cue design to reliably initiate target behaviors. Teaches cue stacking on existing routines for faster adoption.

Lesson 2 • Anatomy of a Habit

Deconstructs the cue-routine-reward loop and explains neurological habit formation. Provides the structural vocabulary for designing habit-based interventions.

Lesson 3 • Reward Structures and Reinforcement

Applies variable ratio reinforcement, intrinsic reward design, and immediate vs. delayed reward timing. Avoids over-justification effects that undermine intrinsic motivation.

Lesson 4 • Sustaining Long-Term Behavior

Addresses maintenance strategies including identity-based habits, environmental redesign, and social accountability. Distinguishes short-term compliance from durable behavior change.

Lesson 1 • A/B and Multivariate Testing

Applies A/B testing and factorial designs to compare nudge variants efficiently. Addresses common pitfalls such as peeking, underpowering, and multiple comparisons.

Lesson 2 • Randomized Controlled Trial Basics

Covers random assignment, control group design, and blinding to isolate intervention effects. Builds foundational experimental literacy for behavioral practitioners.

Lesson 3 • Hypothesis Formation

Translates behavioral diagnoses into falsifiable hypotheses linking intervention to outcome. Establishes the logical chain required for valid experimental inference.

Lesson 4 • Behavioral Outcome Metrics

Selects primary and secondary behavioral metrics aligned to the intervention hypothesis. Distinguishes behavioral proxies from true outcome measures.

Lesson 1 • Behavioral Analytics for Digital Products

Uses event tracking, session analysis, and cohort comparison to identify behavioral patterns in product data. Closes the loop between design decisions and observed user behavior.

Lesson 2 • Notification and Prompt Design

Applies timing, personalization, and framing principles to push notifications and in-app prompts. Balances engagement with user autonomy to avoid notification fatigue.

Lesson 3 • Onboarding Flow Design

Designs onboarding sequences that reduce cognitive load, build early habits, and establish product value quickly. Uses progressive disclosure and early win mechanics.

Lesson 4 • Behavioral Patterns in UX

Maps established behavioral patterns such as anchoring, scarcity, and social proof onto digital UI components. Bridges behavioral theory and interface design practice.

Lesson 1 • Culture Change Through Behavior

Reframes culture change as a behavioral design challenge by targeting specific observable behaviors rather than abstract values. Builds a behavior-first culture change roadmap.

Lesson 2 • Organizational Behavior Barriers

Diagnoses why employees deviate from desired organizational behaviors using structural and psychological lenses. Distinguishes motivation failures from capability and opportunity gaps.

Lesson 3 • Incentive and Recognition Design

Designs incentive structures that leverage intrinsic motivation, loss aversion, and social recognition without crowding out intrinsic drive. Avoids perverse incentive traps.

Lesson 4 • Designing for Compliance and Safety

Applies defaults, checklists, and environmental cues to reduce errors and increase adherence to safety standards. Uses evidence from high-reliability industries.

Lesson 1 • Portfolio Approach to Interventions

Manages multiple simultaneous behavioral interventions as a portfolio with prioritization, sequencing, and resource allocation logic. Prevents intervention overload and conflict.

Lesson 2 • Behavioral Strategy Framing

Positions behavioral design as a strategic capability by linking behavior change to organizational KPIs and mission. Teaches executives and practitioners to speak the same language.

Lesson 3 • Building a Behavioral Design Team

Defines the roles, skills, and processes needed to embed behavioral design capability within an organization. Covers hiring, training, and governance structures.

Lesson 4 • Policy and Systems-Level Design

Applies behavioral design to policy instruments, regulatory frameworks, and public systems to shift population-level behavior. Addresses scale, equity, and unintended consequences.