The Behavior Design Membership
Learn the exact psychological frameworks used by behavioral scientists to create experiences people actually stick with — addressing both conscious decisions AND unconscious drives.
Even great products and initiatives fail because of poor engagement. Users and employees say they want to use your solution, but most don't follow through.
Users abandon products within days of starting
Millions spent on features and systems people don't consistently use
Traditional engagement programs create temporary spikes followed by inevitable drop-offs
Education and information alone rarely drive sustainable behavior change
Most approaches address only half of what drives human behavior, leaving critical engagement barriers untouched.
Focuses only on conscious motivation (what people think they should do)
Relies heavily on information, education, and incentives
Creates temporary compliance rather than lasting engagement
Ignores the unconscious drivers that often override intentions
Confuses habits with routines, applying the wrong strategies
Treats all users the same despite different motivation types
Addresses both reflective AND automatic motivation
Based on evidence-based frameworks (COM-B, SDT, PRIME)
Creates sustainable engagement by satisfying core psychological needs
Designs for both conscious intentions AND unconscious drives
Distinguishes between habits and routines, applying appropriate strategies to each
Provides a systematic approach to diagnosing and solving engagement challenges
Learn the science-backed models that will transform how you design for engagement.
The architecture of intrinsic motivation that drives sustainable engagement
Satisfy the need for Autonomy (choice and control)
Build experiences that develop Competence (mastery and progress)
Create Relatedness (connection and belonging)
Transform \"I should do this\" into \"I want to do this\"
The hidden drivers that determine whether behavior actually happens
Design for Plans (implementation intentions)
Shape Reflections (identity alignment)
Tap into Impulses (emotional drivers)
Address Motives (wants and needs)
Work with Emotional responses (hardwired tendencies)
Our proprietary engagement framework that combines key insights from multiple theories
Motivational Interviewing
Personalization
Gamification
Learn how behavioral frameworks are applied to real-world challenges — and how to do the same
Getting Radiologists to Use AI
Challenge: Resistance to AI decision support tools despite known benefits.
You'll learn to:
Diagnose motivational barriers
Find the psychological needs
Use PRIME to target unconscious resistance
Apply the engagement model to design a motivational journey
See real examples
Introducing AI in Hiring Without Backlash
Challenge: Improving efficiency with AI while protecting team autonomy and trust.
You'll learn to:
Map autonomy threats using Self-Determination Theory
Design engagement without triggering loss aversion
Balance speed and psychological safety in implementation
1. Introduction to motivation in behavior change
2. How do social norms motivate behavior?
3. Understanding motivation using the COM-B model
4. Using motivation theories to drive engagement (PRIME Theory & Self-Determination Theory)
5. Generate your initial ideation
6. Designing for lasting motivation and engagement
Motivation and engagement in practice
1. Case Study I: Adoption in a radiology
2. Case Study II: Adoption in an HR firm
Bonus: Prototype Examples
Evidence-Based Approach – Go beyond surface-level engagement tricks with scientifically-validated frameworks that address the full spectrum of motivation factors driving sustainable behavior change.
Dual Motivation Framework – The only course that addresses both reflective AND automatic motivation—the key to sustainable engagement that most approaches ignore.
Practical Behavioral Design Tools – Unlike courses that just explain concepts, we provide the Motivation Diagnostic Matrix, Engagement Audit Tool, and implementation templates to identify and solve specific motivation barriers.
Expert Instructor with Real World Experience – Learn from Robert Meza the founder, who regularly applies these frameworks with real organizations to transform resistance into enthusiastic adoption.
Self-Paced with Real-World Application – Apply these frameworks to your products or workplace initiatives immediately while learning at your own pace.
Comprehensive Step-by-Step Case Studies – See exactly how to apply what you're learning with detailed examples from healthcare and workplace contexts, showing the exact process from analysis to implementation.
After you have finished all the lessons in the How To Design For Engagement course, you will get a certificate to show that you have completed the course.
Each certificate comes with its own unique ID, the name of the course, and the date it was awarded.
Join people using behavioral science to design better products, services, experiences, communications, and policy interventions.
Monthly access — cancel anytime
Includes all 4 core courses
Worksheets, templates, PDFs, and practical tools included
Additional resources added over time
Real-world examples across health, public policy, product, service design, and behavior change
14-day money-back guarantee (provided no substantial course progress has been completed )
*Many members expense this through their professional development or learning budget.