Irrational Labs

Irrational Labs was founded by author and professor Dan Ariely and Kristen Berman. Our mission is to use behavioral insights in order to help people be happier, healthier and wealthier. Hundreds of companies have used our methods and process to build new innovations and improve existing ones. Dozens of seed or series-A startups have relied on us to help them understand their customers needs and build products that solve them. We are product designers and behavioral scientists. We are deeply passionate about designing our systems and our environment to change behavior (for good).