The 3B’s: The Irrational Labs approach to behavior change

April 4, 2017 by Irrational Labs

It’s a daunting task to list all of the behavioral economic principles for behavior change. From loss aversion to social proof, the list can seem endless.

To help structure the principles, we created the 3B’s Framework to help design for behavior change that improves lives. Over the years we have iterated on it to capture the complexity of behavior change while also maintaining the principle of simplicity. Today, we are excited to share it with you!

The framework goes through what we think are the three most important steps to design for behavior change: Identifying the key behavior, removing barriers and amplifying benefits.

Among companies that have used our approach to design products are Facebook, Google, and the World Bank.

We hope this guide will help you on your journey to hack human nature for good!

Check out the guide now!

Originally published at on April 4, 2017.

Irrational Labs is a product design company that creates behavioral change for good.