We Don’t Need Ozempic. We Need Play-Based Weight Loss.
Ozempic is pay-to-win: stop paying and the weight comes back. Play-based weight loss uses gamification and VR fitness…
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The Blog
Ideas on motivation, behavior & design.
Deep dives on the psychology behind why people do what they do — from Yu-kai Chou, creator of the Octalysis Framework. Pick the topic that matters to you.
Consumer Decision Journey: An S-Tier Behavioral Designer’s Guide
McKinsey's 2009 model replaced the linear funnel with a circular journey and the loyalty loop. The four stages,…
MDA Framework: An S-Tier Behavioral Designer’s Guide
Short answer: MDA stands for Mechanics, Dynamics, and Aesthetics, a causal chain from the rules a designer writes,…
Decoy Effect: An S-Tier Behavioral Designer’s Guide
Short answer: The decoy effect happens when adding a third, clearly worse option to a choice between two…
IKEA Effect: An S-Tier Behavioral Designer’s Guide
Hand someone a finished bookshelf and they will haggle you down to the last dollar. Make them spend…
Miller’s Law (7±2): An S-Tier Behavioral Designer’s Guide
Ask a designer to name a psychology “law” and most reach for the same one: Miller’s Law, the…
Illusion of Control: An S-Tier Behavioral Designer’s Guide
Hand a person a die and tell them they are betting on the outcome, and something strange happens…