_Behavioral Design Course_
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Welcome to the Course

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Answers to the Trivia Questions!
Who should take this Course and Why it's Critical
Thinking like a Behavioral Scientist
The evolution of economics to behavioral economics
End of Welcome Section
Foundational Concepts

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The Foundational Concepts of Behavioral Economics
Getting Tangible
Dan Ariely on What the Typical Approach to Behavior Change Gets Wrong
Why Financial Education Doesn't Work to Change Behavior
Nudge to Health: Harnessing Decision Research to Promote Health Behavior
End of Foundational Concepts Section
Behavioral Design

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What is Behavioral Design?
Example of Behavioral Design
Small Nudges Can Improve How Students Apply to College
Don't Listen To Your Customers - Do This Instead
Exercises: What to Expect
End of Behavioral Design Section
Key Behavior

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The 3B Framework Explainer
3B Framework Overview
The 3B Framework Guide
The 1st B! Picking the Right Key Behavior
Systematic Safety: The Principles Behind Vision Zero.
Vision Zero – Implementing a policy for traffic safety
Exercise 1: Key Behavior
Exercise 2: Key Behavior Quiz
Answers to Exercise 2: Key Behavior Quiz
End of Key Behavior Section
Behavioral Diagnosis

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Behavioral Diagnosis Overview
Behavioral Diagnosis Explainer
Example: Behavioral Map of FAFSA.pdf
Example: Behavioral Diagnosis of ClassPass.pdf
Exercise: Behavioral Diagnosis Worksheet.pdf
Template: Behavioral Diagnosis Deck
End of Behavioral Diagnosis Section
Identifying Barriers

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The 2nd “B” - Barriers
Dan Ariely: How to change your behavior for the better
It’s not always about making things easier: When to make your sign up flow harder
Auto-Renewing Your Health Plan May Be Bad for You, and for Competition
Exercise: Identify Barriers
End of Identifying Barriers Section
Solving for Barriers

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Solving for Barriers
Taking a Microscope to your Flow
Case Study: College Admissions
Two Small Nudges Help Cut Back on Opioid Prescriptions
Defaults Are Not the Same by Default
Exercise: Reducing Barriers
End of Solving for Barriers Section
Barrier: Relativity

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Context is Everything, Part 1
Context is Everything, Part 2
Dan Ariely on Relativity
Beyond nudges: tools of a choice architecture
Keeping up with the Joneses
Exercise: Make your own Decoy
End of Barrier: Relativity Section
Barrier: Attention

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Attention
Book Summary: 12 min rundown of the Invisible Gorilla
Person Swap
The Attention Toolkit
The Deadline Made Me Do It
Account for the Irrational
Exercise: Apply the Attention Toolkit
End of Barrier: Attention Section
Barriers: Endowment & Loss

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About the section
Anomalies The Endowment Effect, Loss Aversion, and Status Quo Bias
The “IKEA Effect”: When Labor Leads to Love
The Latest on Loss Aversion
Endowment and Loss Aversion
Podcast: Take that Deal!
Exercise: Applying Endowment
End of Barrier: Endowment & Loss Section
Amplifying Benefits

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Seinfeld - Night Guy, Morning Guy, Day Guy
How Seinfeld teaches us the 3rd "B" - Benefits
Doing the Right Thing for the Wrong Reasons
Book Summary: Influence
Exercise 1: Where in the Matrix?
Answers to Exercise 1
Exercise 2: Start Amplifying Benefits!
End of Amplifying Benefits
Benefit: Concreteness

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Concreteness: Word Choice, Images, Emotions
Exercise 1: Descriptive Language
Answer to Exercise 1
The Intention-Action Gap
How Implementation Intentions get you to Vote
Beyond good intentions: Prompting people to make plans improves follow-through on important tasks
Exercise 2: Intent Language
Answer to Exercise 2
Exercise 3: Applying Concreteness
End of Benefit: Concreteness Section
Benefit: Social Norms

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Social Norms
Social Proof, Authority, and the Mona Lisa
Everybody's Doing It
Case Study: Social Norms to Increase Tax Compliance
Opower Study and How Social Proof Works
Rules of Thumb for Social Proof
Tip: Messenger Effect
Exercise: Social Proof
End of Benefit: Social Norms Section
Benefit: Incentives

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4 Types of Incentives
The Power of Non-Monetary Incentives
The Power of Incentives
When to Use Money (and When Not To)
Timing Matters
Reward Process, not Outcome
Be Careful of Self-Selection
Podcast: Review of Top Incentives Studies
Exercise 1: Applying Incentives
Exercise 2: Incentives Quiz
Explanations for Exercise 2 Answers
End of Benefit: Incentives Section
The Psychology of Pricing

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Introduction to Pricing
Pricing: Relativity
Pricing: Fairness
Pricing: Pain of Paying
Pricing: Emotion
Behavioral Science Tricks that Companies Use to Get you to Buy More
The Anchoring Experiment
Paper: Mistake 37
Conclusion: Back to JC Penney...
Exercise: Psychology of Pricing
End of Psychology of Pricing Section
Experimentation

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The 8 Steps to Designing an Experiment
Top 3 Experimental Mistakes
Hear from Others! Common Experiment Mistakes from Top Behavioral Scientists
Get Stakeholder Buy-in for Experiments
Guide to Designing Experiments
Building a Culture of Experimentation
Exercise: Design an Experiment (Template linked)
2 Research Tools You Can Use in Your Work
MTurk Guide.pdf
Mechanical Turk: The New Face of Behavioral Science?
Survey Writing 101.pdf
Lit Review Guide.pdf
End of Experiment Section
Becoming a Behavioral Designer

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In Conclusion
Move Over Product Manager, Introducing the Behavioral Product Manager
The Nudge Debate
More to Behavioral Economics Than Biases and Fallacies
Behavioral Economics Principles List.pdf
Behavioral Economics Cheat Sheet.pdf
From Theory to Application
BE Reading List
How to Advance your Behavioral Science Knowledge Without a PhD
Summing it all Up
Exercise: Reflections & Next Steps
End of Behavioral Design Course

Identifying Barriers

Barriers is the 2nd "B" of the 3B Framework. In this section you'll learn to identify barriers in your customer journey and how to solve for them.

6 Lessons