Behavioural Science &
Gamification for Product Design

Learn how to design persuasive, habit-forming and engaging experiences

Application period is closed
Dates for next cohort will be confirmed soon

Online (LIVE)

6 weeks

4 hours/ week

Learn the magic
of the make it toolkit.

Learn how to evaluate and build digital product features, copy and incentive schemes to help your audience achieve their goals and drive business growth with a holistic framework.

Connect the Dots.

The make it toolkit is a holistic framework grounded in hundreds of books and research insights from thinkers, practioners, and researchers.

True learning happens when you turn theory into practice right away.

..and get support by experts and peers in a fun-loving environment.

Learn the magic in 6 weeks.

Structured Journey

We have put together the most important things you need to know to optimise your existing product or build something from scratch with psychology. You’ll start from zero and become a behaviorual design hero in 6 weeks.

Video Recordings

At the end of each session in addition tot he slides deck, you can watch the lesson recordings, so that you can quickly revisit it at any time.

Case studies

Every session will provide you with many up-to-date, successful and less successful examples to help you appreciate behavioural science and gamification in action.

Practice with the rights method.

Hands-on Activities

Every session will have hands-on individual and group exercises for you to apply directly the most important psychology principles ub your project.

Workshop-ready cards.

Shorten the the problem identification and ideation processes with our database of behavioural barriers and actionable techniques.

Homework and Feedback

Every session will end with practical recommended exercises so that you can practice at your own pace the core principles and then get feedback from peers and instructors. Time commitment for assignments is 1 hour per week.

Got a Design Challenge?
Bring it to class!

..and you’ll get to work on it as you learn with us.

"Unlike most online courses, it really prepares you for the future work challenges."

This course is really worth taking. Unlike most online courses, it really prepares you for the future work challenges. Moreover, the online version allows people like me (outside Thailand) to join and learn from such inspiring field experts.

Maja Matukin

Partner, Research&Grow

"The class exceeded my expectations."

"The class exceeded my expectations. Most classes tells you theory. At TDC, the professionals will actually share practical knowledge and real-world examples, then guide you through the design process. Very impressive."

Nathamon Limpanasumal


"The best gamification class!"

The best gamification class! Workshops are very clear on the steps to design games and how to use game techniques to help improve our app. Thank you.

Pornpat Pimjaroen

Senior UX Designer, Infinitas

"Definitely worth the investment."

The case studies were extremely useful to put learning in context. Definitely worth the investment.

Peter Chin Kah Chuah

Head of Program, Singapore University of Social Sciences

The same insights we share with leaders and executives.

Companies serious about applying behavioural science invest tens of thousands of dollars in our training programs. Learn the same strategies, but at a fraction of the cost.

"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.

Rawiwan Kumthongmak
VP, Digital Transformation CEO, SCB Academy

"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.

Chonlak Mahasuvirachai
Co-Founder and CEO,

Content Overview.

Learn our tried and tested step-by-step process over six weeks with six live learning sessions and an hour of homework per week.

Module 1

Behavioural Science and You.

Understand how you actually make decisions with real-world experiments, case studies and research insights.

Module 2

Behavioural Science meets Design.

Learn how to integrate behavioural science into the design process and systematically design with intent.

Module 3

Think like a Game Designer.

Learn the elements of fun, and how to think like a game designer to design experiences and behaviour change interventions.

Module 4

Create Successful First Impressions.

Discover they key strategies and best practices to design effective product discovery and user onabording experiences.

Module 5

Habit-formation for Product Design.

Learn how to design feedback and rewards loops to maximize long-term user engagement.

Module 6

From Tactics to Product Strategy.

Learn how to move from tactical behavioural interventions to creating a holistic strategy to meet your business and product goals, ethically.

Tools and templates to make your life easier.

Learn them in 6 weeks then use them forever.


Behavioural Barriers Deck

A large database of barriers organised by category to help you spot and understand the problem.


200+ Actionable Techniques

Get access to actionable behavioural tactics to help you solve your challenges.


Ideation Canvas

Move from evaluating experiences to design new features backed by behavioural science.

Developed by international world-class educators and practitioners.

..with experience in behaviour design in health, environment, finance, ecommerce, learning and culture change

Massimo Ingegno

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

Massimo has been defined as one of the world’s leading Behaviour 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 behavioural design accessible and actionable.

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

David McCann

Business Strategist and Behavioural 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 behavioural design to build solutions to further that goal.

Preeti Kotamarthi

Applied Behavioural Scientist, Make it toolkit Coach.

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

People love this Masterclass because...

Companies serious about applying behavioural science invest tens of thousands of dollars in our training programs. Learn the same strategies, but at a fraction  of the cost.

..”it changed my life”.

Bantita Treepong
UX Designer, Agoda.

“it’s a game changer for me, I think more logically by using Massimo’s strategy tool (Make It Toolkit) every time I design now”

Benjawan Intrasuwan
Human Centered Design Lead, AIA THAILAND

“.. I still get to feel the team dynamic! I love the way Massimo engaged all of us and kept us focused till end of the day. [...] I learned a lot and will definitely use these learnings in my life!

Pakamon Tulyapizitchai
Head of Digital Transformation and​ Customer​ Experience, Ngern Tid Lor

“It’s a great course with usable takeaways especially if you’re developing a product or do something that impact people behaviors.

Noppawat Muktabhant
Chief Experience Officer, FINNOMENA

Is this for you?

This masterclass is made for people building digital products, but the learnings can be applied to nearly any type of business.

You might be a:

UX/UI Design enthusiast with or without prior experience who wants to level up the psychology side of design;
Product Manager who want to understand how users actually behave so that you can make better decisions
Marketer or loyalty professional who wants to create more engaging campaigns and loyalty programs.
Behaviour change professional who is applying psychology insights in the digital space.

You’re looking for:

A practical, yet rigorous design process to encourage or discourage behaviours.
A framework to help you establish a shared languge among your team members;
Flexible tools that can be used at any stage of the design process and in any industry.
Knowledge to both help your users achieve their goals as well as drive business growth.

Steps to Join the Masterclass

Invites will be sent on a first-come, first-served basis, while taking into account your (or your organisation) mission.


Reserve your spot

by (TBC)


Complete application

by (TBC)


Start Masterclass

On (TBC)


Become a Certified Designer

On (TBC)

We already signed up.

Some of your future classmates and new friends.

Matteo Argiolas

Chief Product Officer at The new Thai Fintech

Trang Suwannasilp

Gamification Consultant, Founder of Growth Game, TU-Certified Gamification Designer.

David Colozza

International Development and Nutrition Specialist


Certiefied Make it Practitioner

Become a Certified
Behaviour Designer.

Learn from educators and practioners.

Apply what you learn right away and pass assessements.

Earn a certificate and badge to showcase your in-demand skills to future employers.


Why this Masterclass?
What’s the problem with self-paced programs?
Do I need to be a UX/UI designer to join the Masterclass?
Many programs claim to be life-changing. How about this one?
Is this program only about digital experiences?
I have read some behavioural science books. Will this still work for me?
What’s the difference between Foundation and Specialisation?
Do alumni get any discount on future programs?
When is the next co-hort?
How often do you run the Masterclass?
What time are the sessions?
What if I miss a session?
What happens after I join the waitlist?
How large is the class ?
What’s the investment?
I want to apply for my team. Can you provide custom training?

Still have questions?
We’re 1 click away.

If you can’t find an anwer to your questions, just get in touch with us. We’ll get back to you in no time.