Behavioral Design Online Course
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1. Course Welcome & Foundational Concepts

🚀 Kickoff Call - Join a Live Event to Boost Your Learning Experience!
Hello! Welcome Message from Kristen (2 min video)
Who Should Take This Course and Why it's Critical (6 min read)
How Much Do You Know about Behavioral Science? (1 min read)
Thinking Like a Behavioral Scientist (2 min read)
Case Study - Thinking Like a Behavioral Scientist (6 min read)
Foundational Concepts (4 min video)
The Foundational Concepts of Behavioral Economics (4 min read)
→The Evolution of Economics to Behavioral Economics (10 min read)
End of Foundational Concepts Section
BONUS: Behavioral Science Case Study - Culdesac
2. Behavioral Design Basics

What is Behavioral Design? (4 min read)
Example of Behavioral Design (3:30 min video)
→ Small Nudges Can Improve How Students Apply to College (6 min read)
→ Dan Ariely on What the Typical Approach to Behavior Change Gets Wrong (6 min video)
→ Why Financial Education Doesn't Work to Change Behavior (Podcast, tune in minutes 0:00-5:00)
→ Nudge to Health: Harnessing Decision Research to Promote Health Behavior (25 min read)
Don't Listen To Your Customers - Do This Instead (15:30 min video)
🧠 Exercises: What to Expect (1 min read)
✓ Module 2 - Attention Check Quiz!
End of Behavioral Design Section
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BONUS: Behavioral Science Case Study - Tytocare
3. Key Behavior

What's in store: Key Behavior and Behavioral Diagnosis (3 min video)
The 3B Framework Explainer (1 min read)
3B Framework Overview (3 min video)
The 3B Framework Guide (3 min read)
The 1st B! Picking the Right Key Behavior (2 min read)
→ Systematic Safety: The Principles Behind Vision Zero (8 min video)
→ Vision Zero – Implementing a policy for traffic safety (optional: 17 min read)
🧠 Exercise 1: Key Behavior (3 min read + exercise)
🧠 Exercise 2a: Key Behavior Quiz
🧠 Exercise 2b: Answer Key
End of Key Behavior Section
4. Behavioral Diagnosis

Behavioral Diagnosis Overview (1:40 min video)
Behavioral Diagnosis Explainer (1:30 min read)
Example: Behavioral Map of FAFSA
Example: Behavioral Diagnosis of ClassPass (4 min read)
🧠 Exercise 3: Behavioral Map (1 min read + exercise)
🧠 Exercise 3 Sample: Behavioral Map (1:30 min read)
End of Behavioral Diagnosis Section
5. Identifying Barriers

⭐ Exercise 4: Interactive Behavioral Diagnosis Homework (1 min read + exercise)
Template: Behavioral Diagnosis Deck
The 2nd “B” - Barriers (4 min read)
It’s not always about making things easier: When to make your sign up flow harder (7 min read)
Dan Ariely: How to change your behavior for the better (watch minutes 3:30 to 6:50)
→Auto-Renewing Your Health Plan May Be Bad for You, and for Competition (4:30 min read)
🧠 Exercise 5: Identify Barriers (1 min read + exercise)
✓ Module 5 - Attention Check Quiz!
End of Identifying Barriers Section
BONUS: Behavioral Science Case Study - One Medical
6. Solving for Barriers

Taking a Microscope to your Flow (1 min video)
Solving for Barriers (4 min read)
Case Study: College Admissions (3 min read)
→Two Small Nudges Help Cut Back on Opioid Prescriptions (3 min read)
→Defaults Are Not the Same by Default (7 min read)
🧠 Exercise 6: Reducing Barriers (3 min read + exercise)
✓ Module 6 - Attention Check Quiz!
End of Solving for Barriers Section
BONUS: Behavioral Science Case Study - TikTok
7. Barrier: Relativity

What's in store: Relativity and Attention (4 min video)
Context is Everything, Part 1 (5 min read)
Context is Everything, Part 2 (4 min read)
Dan Ariely on Relativity (17 min video)
→Beyond nudges: tools of a choice architecture (optional: 30 min read)
→Keeping up with the Joneses (13 min read)
🧠 Exercise 7: Make Your Own Decoy (2 min read + exercise)
✓ Module 7 - Attention Check Quiz!
End of Barrier: Relativity Section
8. Barrier: Attention

→Book Summary: 12 min rundown of the Invisible Gorilla (12 min read)
Attention (5 min read)
→Person Swap (4:07 min video)
The Attention Toolkit (3 min read)
The Deadline Made Me Do It (6 min read)
Account for the Irrational (24 min video)
🧠 Exercise 8: Apply the Attention Toolkit (1 min read + exercise)
✓ Module 8 - Attention Check Quiz!
End of Barrier: Attention Section
BONUS: Behavioral Science Case Study - AutoLoan Calculator
9. Barriers: Endowment & Loss

What's in store: Endowment and Loss Aversion (2 min video)
Let's go! (30 sec read)
→Anomalies The Endowment Effect, Loss Aversion, and Status Quo Bias (26 min read)
The “IKEA Effect”: When Labor Leads to Love (27 min read)
The Latest on Loss Aversion (3 min read)
Endowment and Loss Aversion (3:52 min video)
→Podcast: Take that Deal! (43 min podcast)
🧠 Exercise 9: Applying Endowment (4 min read + exercise)
End of Barrier: Endowment & Loss Section
✓ Module 9 - Attention Check Quiz!
BONUS: Behavioral Science Case Study - Livongo
10. Amplifying Benefits

Seinfeld - Night Guy, Morning Guy, Day Guy (1:19 min video)
How Seinfeld teaches us the 3rd "B" - Benefits (3 min read)
Doing the Right Thing for the Wrong Reasons (3 min read)
→Book Summary: Influence (24 min read)
🧠 Exercise 10: Where in the Matrix? (30 sec read + exercise)
🧠 Exercise 10: Answer Key (1 min read)
🧠 Exercise 11: Start Amplifying Benefits! (30 sec read + exercise)
End of Amplifying Benefits Section
✓ Module 10 - Attention Check Quiz!
11. Benefit: Concreteness

What's in store: Concreteness and Social Proof (4:30 min video)
🧠 Exercise 12: Descriptive Language (1 min read + exercise)
Concreteness: Word Choice, Images, Emotions (3 min read)
🧠 Exercise 12: Answer Key (30 sec read)
The Intention-Action Gap (1:30 min read)
→How Implementation Intentions get you to Vote (10 min video)
→Beyond good intentions: Prompting people to make plans improves follow-through on important tasks (20 min read)
🧠 Exercise 13: Intent Language (3 min read)
Answer to Exercise 2 (30 sec read)
🧠 Exercise 14: Applying Concreteness (3 min read + exercise)
End of Benefit: Concreteness Section
✓ Module 11 - Attention Check Quiz!
BONUS: Behavioral Science Case Study - Steady
12. Benefit: Social Norms

Social Norms (3:30 min read)
Social Proof, Authority, and the Mona Lisa (6 min read)
→Everybody's Doing It (2:30 min video)
Case Study: Social Norms to Increase Tax Compliance (30 sec read)
→Opower Study and How Social Proof Works (4 min read)
Rules of Thumb for Social Proof (1 min read)
Tip: Messenger Effect (30 sec read)
🧠 Exercise 15: Social Proof (2:30 min read + exercise)
End of Benefit: Social Norms Section
✓ Module 12 - Attention Check Quiz!
BONUS: Behavioral Science Case Study - Charlie
13. Benefit: Incentives

What's in Store: Pricing and Incentives (3:10 min video)
The Power of Non-Monetary Incentives (3 min read)
4 Types of Incentives (2 min read)
The Power of Incentives (3:43 min video)
When to Use Money (and When Not To) (3:25 min video)
Timing Matters (2 min read)
Reward Process, not Outcome (1:30 min)
Be Careful of Self-Selection (2:30 min read)
→Podcast: Mixed Signals - How Incentives Really Work (54 min podcast)
🧠 Exercise 16: Applying Incentives (30 sec read)
🧠 Exercise 17: Incentives Quiz
🧠 Exercise 17: Answer Key (2 min read)
End of Benefit: Incentives Section
BONUS: Behavioral Science Case Study - NeuGen
14. The Psychology of Pricing

Pricing: Relativity (4 min read)
Introduction to Pricing (1 min read)
Pricing: Fairness (6 min read)
Pricing: Pain of Paying (3:30 min read)
Pricing: Emotion (1:40 min read)
→Behavioral Science Tricks that Companies Use to Get you to Buy More (3:30 min read)
→The Anchoring Experiment (3:30 min read)
→Paper: Mistake 37 (40 min read)
Conclusion: Back to JCPenney... (1:30 min read)
🧠 Exercise 18: Psychology of Pricing (1:30 min read)
End of Psychology of Pricing Section
✓ Module 14 - Attention Check Quiz!
15. Experimentation

What's in store: Experimentation and closing (2:40 sec video)
Top 3 Experimental Mistakes (1:30 min read)
The 8 Steps to Designing an Experiment (3:30 min read)
Hear from Others! Common Experiment Mistakes from Top Behavioral Scientists (3:42 sec video)
Get Stakeholder Buy-in for Experiments (4:41 min video)
Guide to Designing Experiments
🧠 Exercise 19: Design an Experiment (Template linked) (30 sec read + 18 min video + exercise)
2 Research Tools You Can Use in Your Work (1 min read)
MTurk Guide (5 min read)
→Mechanical Turk: The New Face of Behavioral Science? (14 min read)
Survey Writing 101 (4 min read)
Lit Review Guide (5 min read)
End of Experimentation Section
→Building a Culture of Experimentation (optional: 20 min read)
BONUS: Behavioral Science Case Study - Credit Karma
16. Wrapping Up - Certification Quiz, Survey & More

In Conclusion (2 min read)
🏆 Knowledge Test
End of Course Survey, a Gift & Next Steps!
Summing it all Up
Bring Behavioral Science to your team
Don't be a stranger
✓ Module 16 - Attention Check Quiz!
BONUS: Becoming a Behavioral Designer

From Theory to Application (28 min video)
Move Over Product Manager, Introducing the Behavioral Product Manager (10 min read)
How to Advance your Behavioral Science Knowledge Without a PhD (7 min read)
How to Become a Behavioral Scientist: AMA with Evelyn Gosnell (11:49 min video)
How Did I Become a Behavioral Scientist? (3:24 min video)
What Does a Typical Day Look Like for a Behavioral Scientist? (4:47 min video)
What Skills Does a Behavioral Scientist Need? (3:53 min video)
What Sectors Do Behavioral Scientists Work In? (1:51 min video)
What Training Programs Are Out There? (1:42 min video)
BONUS 2: Behavioral Economics Resources

Behavioral Economics Principles List
Behavioral Economics Cheat Sheet
BE Resource List
→The Nudge Debate (6 min read)
→More to Behavioral Economics Than Biases and Fallacies (16 min read)

4. Behavioral Diagnosis

You'll learn the 3Bs - a simple framework for assessing the psychological forces at play in our decision making.

You’ll also learn about the Behavioral Diagnosis : a comprehensive, step-by-step diagnosis of each step of the user journey through the lens of behavioral science.

7 Lessons