2024 UPDATE! Self-paced program and The Make it Box are available for Pre-order!
Design and Communicate with the mind in mind.

We are on a mission to make Behavioral science and Game thinking more accessible and actionable to help you deliver better experiences.

Find out how

"Designing without psychology is like navigating through a maze without a map – you'll find yourself lost and unsure of where to go next."

Massimo Ingegno | CEO, Make it Lab

Learn the magic
of the Make it toolkit.

A shortcut that helps you anticipate problems, identify opportunity points, and design a solution based on what people are actually likely to do.

The Make it Design Process

A 5-step process to solve a problem and shape an experience with behavioral science.

Step 1
Prepare & Strategize

Plan the sprint experience and formulate a challenge statement 

Step 2
Map & Understand

Understand the audience and their decision-making context

Step 3
Brainstorm & Visualize

Use the 15 strategies and related tactics to generate science-backed ideas

Step 4
Design & Build

Turn your ideas into testable solutions and experiences

Step 5
Test & Validate

Design the experiment and validate with the target audience

Explore the15 Strategies.

Systematically use strategies during brainstorming to help you generate ideas, formulate behavioral design challenges and to develop impactful solutions.

make it


make it


make it


make it


make it


make it


make it


make it


make it


make it


make it


make it


make it


make it


make it


Organisation empowered by the Make it toolkit

What people say about us.

Vitaly Friedman
Founder & Editor-in-chief of Smashing Magazine

“Absolutely incredible”

"A fantastic tool with practical points to help you anticipate problems and design solutions based on what people are actually likely to do”

Charley Cramer
Author, The Purpose Myth

“Almost too good to be true!”

“Designing for behaviour change?
This is the ultimate cheat sheet”

Premika PoSaw
Principal UX Designer at GovTech Singapore

"The make It Toolkit is a game-changer in behavioral design.”

Unlike other models, it's straightforward and covers all the essentials without getting lost in industry jargon. With 15 practical strategies, it's hands-on and perfect for designing in the digital age. No fluff—just a down-to-earth guide that considers everything from attention to social influences. It has made behavioral design simple and effective, making my job easier and more enjoyable. If you want something that just works, this toolkit is it!

Rawiwan Kumthongmak
VP, Digital Transformation CEO, SCB Academy

"Psychology and design insights directly applicable to business challenges."

Massimo provided great support to SCB Academy to coordinate and deliver multiple training programs in behavioural design and gamification for both our workforce and our business partners. The sessions provided psychology and design insights directly applicable to business challenges.

Chonlak Mahasuvirachai
Co-Founder and CEO, NocNoc.com

"This unique class is really useful and practical."

I’ve known Massimo since 2018 from his class in Gamification. It was my first hands-on experience on behavioural design. We met again in 2020 when NocNoc was looking for a way to up-skill our team. This unique class is really useful and practical. Massimo is the behavioural design expert who could guide and ignite the learner spirits in each of us.

Nicole Xiaoyi Li
UX Design Lead at GovTech Singapore

"The make it toolkit training has transformed the way I approach behavioral design.”

The strategies and tactics are not only easy to understand but also immediately applicable. The Make it Box is a game-changer for memorization, making learning both fun and effective. MakeitGPT serves as the perfect ideation partner, always ready to provide targeted advice with a focus on ethical implications. The training program is a must for anyone serious about mastering the art of behavioral design

Make magic happen

We have put together the 15 strategies in a beautiful poster for your next project.

Download Now