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The 3B Framework

The Irrational Labs is a leading behavioral economics consulting firm that helps organizations "design products and services that make their customers happier, healthier and wealthier". They published the 3B Framework to guide people on their process of enabling behavior change.

The 3B Framework consists of:


Identifying one very specific behavior to be targeted (through literature reviews, data, behavior maps).


Reduce the barriers and points of friction by understanding the possible cognitive biases at play. Next, prioritize the barriers and brainstorm on how to eliminate them or simplify the decision-making process.


Amplify the physical and/or psychological benefits to encourage the behavior of interest in an immediate and emotional way.

You can find the Irrational Labs' report on the 3B Framework here:


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