Self-Paced Master Course
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
Whether you're building products, shaping behavior, or designing for change — this course gives you the tools to do it effectively.
Who want to increase user retention by designing experiences that align with human motivation.
Leading organizational transformation and responsible for behavior change initiatives.
Responsible for driving adoption of new tools and technology within complex systems.
Facing challenges in clinical adoption of digital or AI-powered solutions.
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
Looking to upskill your team or bring behaviorally-informed engagement design into your organization? We offer tailored options for teams and enterprises.
Team Licensing Packages
Provide full access to your design, product, or innovation teams with reporting.
Custom Implementation Support
Get expert help adapting the course frameworks to your specific industry or internal engagement challenges.
Enterprise Pricing Options
Discounted rates for large teams with invoicing support.
Bulk Enrollment Discounts
Save on per-seat pricing when enrolling 5 or more participants at once.
Corporate-Specific Training
Includes team implementation guides, onboarding toolkits, and customized learning pathways.
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, with 1 year access to all case studies.
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.
Join hundreds of professionals using behavioral science to drive real change in products, teams, and systems.
Full access to the Design for Engagement course
Immediate, 1 year subscription
Detailed breakdowns of COM-B, PRIME, SDT, and engagement models
Real-world case studies from health, workplace, and tech
Prototyped examples
14-day refund (if no lessons and/or modules have been opened or completed)
*Most people expense this course as part of their learning and development budget
Not sure if your product or initiative has motivation design issues? Take our free Engagement Assessment to identify specific barriers affecting your users or employees.
Pinpoint where engagement is breaking down
Understand whether the issues stem from reflective or automatic motivation
Get initial insights into which frameworks might help solve your challenges
See firsthand how our approach to motivation design works
After completing the assessment, you'll receive personalized insights—developed with the frameworks and tools available in the full course.
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.
Robert Meza is the founder of Aim for Behavior, a leading consultancy in behavior change, innovation, and design. With years of experience working globally with startups, corporations, and governments, he specializes in turning behavioral science into practical, real-world design strategies.
Whether you're designing products, leading teams, or rolling out new systems—this course gives you the frameworks and tools to create lasting engagement.
Full access to the Design for Engagement course
Immediate,1 year access
Detailed breakdowns of COM-B, PRIME, SDT, and engagement models
Real-world case studies from health, workplace, and tech
Prototyped examples
14-day refund (if no lessons and/or modules have been opened or completed)
*Most people expense this course as part of their learning and development budget
This is a self-paced video course
There are no prerequisites
There is no pre-work for these sessions and no homework
I will be providing some short lectures and during the course I will be sharing my screen to walk you through examples to teach you how to successfully apply motivation theories and frameworks when designing your products, services and experiences
Full refund after 14 days if no lessons and/or modules have been opened or completed