Who we are

Behavioral design educators and practitioners with experience in health, sustainability, finance, ecommerce, learning, and change management.

Massimo Ingegno

Behavioral Design Strategist and University Lecturer, Creator of the Make it toolkit

Massimo has been defined as one of the world’s leading Behavior and Gamification Designers and has pioneered this filed in Thailand. He has trained 2000+ design and business leaders and created the Make it toolkit to make behavioral design accessible and actionable.

David McCann

Business Strategist and Behavioral Design, Make it toolkit Coach

David is global business leader with extensive and proven results in marketing, product design and culture change programs in high-growth Asian markets. He is focused on financial inclusion and accessible healthcare and uses behavioral design to build solutions to further that goal.

Zac Fitz-Walter

Gamification Designer and Researcher, Make it toolkit Coach

Zac is an established thought leader in the space of gamification, motivation and engagement design. He earned one of the world’s first PhDs in gamification design

Preeti Kotamarthi

Applied Behavioral Scientist, Make it toolkit Coach.

Preeti is an Applied Behavioral Science leader, with experience in setting up and running behavioral science units in multiple product-led tech companies and startups. She is passionate about advocating for the role of behavioral science in product and design, through her writing and podcasts."

FAQS

1. What is behavioral design?

Behavioral design is the practice of shaping environments, experiences, and interventions to influence human actions in predictable ways. It is a specialized field within design that places human behavior at the core of the design process, aiming to systematically guide behavior by integrating principles from behavioral science, economics, cognitive and social psychology, neuroscience, and motivation science.

This approach serves as a powerful tool for anticipating challenges and crafting effective solutions based not only on what people say they will do but also on what they are likely to do in reality. Unlike traditional design paradigms that assume rational behavior, behavioral design acknowledges the complex, often irrational nature of human behavior. It considers the emotional, cognitive, and social factors that drive decisions, making it a more holistic and effective method to address the nuanced nature of human actions.

2. Why another toolkit?

The Make it Toolkit was developed to bridge specific gaps found in existing behavioral design models. Many of these models are tailored to particular industries and do not translate well across different sectors. For instance, tools designed for policy-making or health interventions may not be effective for creating engaging user experiences in the digital realm. Moreover, many existing frameworks, such as those focused on gamification, often emphasize only a subset of behavioral drivers like motivation and fail to address other critical behavioral aspects.

The Make it Toolkit is comprehensive, incorporating the full spectrum of behavioral levers—ability, attention, memory, timing, motivation, and social influences—while also considering the decision-making context and the role of the medium as a facilitator of change. Our 15 strategic approaches are meticulously crafted to offer versatile and effective solutions for a wide array of applications, ensuring that the toolkit is well-suited for a variety of challenges across different industries.

3. What do you mean by “tactics”?

Tactics refer to recurring solutions employed in behavioral design to effectively change or influence people's behaviors. These tactics are directly linked to our 15 strategies, providing specific methods for making behaviors easier, more social, or otherwise modified according to strategic approaches. To illustrate the versatility and applicability of these tactics, we've categorized them into distinct patterns. These include persuasive techniques, engagement methods, and long-term behavior change strategies, each designed to address different aspects of behavior modification.

Currently, our website features 45 carefully selected tactics—a small sample from our extensive database of over 300. Access to the full collection is available through custom training programs and licensing options, ensuring participants are equipped to apply these tactics effectively within their own projects and initiatives.

Get in touch to know more about our License options.

4. I work at an educational institution. Is this toolkit suitable for me?

Absolutely! The Make it Toolkit is already being successfully integrated into the curricula of several educational institutions around the world, including prominent Thai universities such as Thammasat University, Chulalongkorn University, and Prince of Songkla University. It is also part of the Master’s Degree in Research for Design and Innovation at ELISAVA, Barcelona School of Design & Engineering. The toolkit is designed to provide the latest insights in behavioral design, making it an invaluable resource for educators looking to develop or update their programs.

Whether you're aiming to introduce new courses or enhance existing ones with cutting-edge behavioral science, the Make it Toolkit offers a robust framework to enrich your educational offerings. Should you require any support or wish to explore how the toolkit can be tailored for your specific educational needs, please do not hesitate to contact us. We are eager to assist educators in leveraging these tools to foster a deeper understanding of behavioral design among students.

5. I work in the public sector. Is this toolkit suitable for me?

Absolutely! In an era defined by complex global challenges such as climate change and COVID-19, it has become increasingly clear that technological solutions alone are insufficient to bring about necessary changes. Behavioral change at a large scale is essential, and governments worldwide are recognizing this by establishing specialized behavioral science units. António Guterres, the UN Secretary-General, has emphasized the importance of behavioral science in global governance, stating:

"Behavioral science is a critical tool for the UN to progress on its mandate. It can contribute to combating poverty, improving public health and safety, promoting gender equality, strengthening peacebuilding, and achieving all the Sustainable Development Goals (SDGs). UN Entities are strongly encouraged to invest in behavioral science and work in a connected and collaborative interagency community to realize its tremendous potential for impact."

The Make it Toolkit is designed to support these vital efforts by making behavioral science and gamification knowledge accessible to all, helping public sector entities to effectively implement behavior change initiatives. Our toolkit has been successfully employed in international organizations, including the Food and Agriculture Organization (FAO) and Governments to enhance internal processes and decision-making,

6. What industries can leverage behavioral science and how?

Behavioral design and gamification are transformative tools applicable across any industry that seeks to influence human behavior. Regardless of the sector, all organizations engage in shaping the behaviors of their customers, employees, or stakeholders. This includes enhancing customer engagement, navigating digital transformations, improving employee productivity, and building deeper, more meaningful relationships.

Leading technology companies such as Uber, Apple, Google, and Duolingo have showcased the effectiveness of behavioral science. They maintain dedicated teams of behavioral scientists to innovate and solve complex problems, enhancing user engagement and product development.

However, not every organization can sustain specialized behavioral science teams. This is where the Make it Toolkit becomes essential. It facilitates the integration of behavioral insights across various functions—designers, managers, marketers, and instructional designers can all benefit. For instance, the Make it Toolkit has been used effectively in training programs at Agoda. To explore how you can similarly benefit from the toolkit, do not hesitate to get in touch.

7. Is the Make it toolkit protected by intellectual property rights?

Yes, the Make it Toolkit is protected under intellectual property laws. It is a registered trademark owned by Massimo Ingegno and is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License. This license allows individuals and organizations to use the toolkit for non-commercial purposes provided they do not create derivative works and attribute the original work to Massimo Ingegno.

Only Massimo Ingegno and officially Make it Certified facilitators are authorized to conduct official Make it workshops and training services. For detailed guidelines on how to use this methodology within the scope of the law, please refer to our Terms of Service or contact us directly for more information.

8. Do you offer learning opportunities?

Yes, of course! We have built a comprehensive learning journey. You can learn more about it here.

9. What resources do you offer?

Glad you asked! Our team is passionate about creating practical resources that enhance learning and application. Our courses provide access to several invaluable tools, including digital versions of our toolkit for seamless remote collaboration, and a GPT powered by accurate behavioral science knowledge. We've also recently developed a physical version of the toolkit, known as the Make it Box. You can learn more about our resources here.

10. How can I become a certified Make it facilitator and what are the benefits?

To become a certified Make it facilitator, the path depends on your background. If you’re a behavioral scientist, completing Level 1 (via the Starter Program) may be enough. Otherwise, Level 2 (through the Masterclass or a custom training) is required. After completing the program, you must pass an oral exam and demonstrate your skills by leading a half- or full-day session, either in person or online.Certified facilitators are licensed to run Creative Workshops and Custom Corporate Trainings using the Make it Toolkit,, and gain access to all learning materials, marketing support, and many other benefits as part of the Make it Toolkit Community of Practice.

makeit

toolkit

Behavioural Science & Gamification for Product Design

Behavioural Science & Gamification for Service Design

Make it Health

Make it Learning

Make it Finance

Make it Business

Make it Workplace

Make it Policy

Change Behavior,
Change the World.

Behavioral science meets Design

The Make it Design Process

Who we are

Massimo Ingegno

David McCann

Zac Fitz-Walter

Preeti Kotamarthi

FAQS

Still have questions?

Want to become a Certified Make it Facilitator?

Rajdeep

John

You

Creator's story

Change Behavior,Change the World.

Behavioral science meets Design

The Make it Design Process

Who we are

Massimo Ingegno

David McCann

Zac Fitz-Walter

Preeti Kotamarthi

FAQS

Still have questions?

Want to become a Certified Make it Facilitator?

Rajdeep

John

You

Creator's story

Change Behavior,
Change the World.