Hi, I’m Evelyn.

I bring behavioral insights into the real world, helping product teams

About Irrational Labs

We’re a behavioral science consulting firm that works with the product and marketing teams of companies like Google, Fidelity, Lyft, Uber, Aetna, Cuna Mutual, and One Medical to drive growth and engagement.

Co-founded by renowned author and professor Dan Ariely and Kristen Berman, our methods and process help companies understand their customers’ needs and design products that solve them—for human betterment.

Aligning with our users’ ultimate goals is hard, but it’s the right thing to do. It’s time for us to design a system that works better for everyone.

Evelyn is nothing short of INCREDIBLE! I’m impressed at how engaging and interactive she is, and how much she weaves in our own products into the workshop.

Lauren Polkow
Senior Director of Product, Glassdoor

Pleased to meet you.

I help companies use the science of decision-making to better understand how real people think and behave, so that they can create better products and services.

Why do I do what I do? Because my curiosity has always driven me to want to understand human behavior. And that has taken me from product management, marketing, and sales to behavioral science.

I am a Managing Director at Irrational Labs, where I lead initiatives in tech, human connection, and digital well-being.

Learn More

Signature Topics

  • Product psychology
  • Misinformation
  • Experimental research
  • Behavioral design
  • Digital well-being
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See Me Speak

To design products that work, you have to understand how the people you are building them for think and behave.

Behavioral science gives us this tool set. I’ve seen it transform leading companies—and as a speaker who brings it to life, I transform my audience’s perspective on products and the world.

Some of the amazing companies I’m working with

Follow my thoughts, follow me

What's the deal with conversation cards? Have you noticed them popping up at parties and wondered what they're all about?
How can you design your product to ignite ‘fresh start’ motivation all year long?
I got a WhatsApp message from WhatsApp that made me think: If you want to tell people about a thing, why not use the thing to do it?
How do you get more people federal aid for college? Try behavioral design.
There’s a simple, but underused way to sell people on your product in a lasting, meaningful way.
Want to build a more engaging and impactful mental model for your product? Quit trying to sell folks on a laundry list of features.
Think 'social connection' is only critical for apps like Threads and Tinder? Research shows that relationships play a vital role in keeping humans happy and healthy.
How do we get people invested in retirement planning?
What REALLY happens when we offer users a million choices?
Want to maximize the impact of financial rewards and incentives? You’ll need to account for mental accounting.
Reducing friction doesn’t have to be hard.
Compliments make us feel good—and when something feels good? We value it more.
There’s no way to know—YET—whether the latest iteration of Twitter’s “Community Notes” feature will help to combat the spread of misinformation.
Here’s an example of a great feature that I missed because it hit me at the wrong time.
It was a joy to chat with Mallory Erickson about the (behavioral) science of charitable giving on the latest episode of her “What the Fundraising” podcast.
How we frame choices matters.
In behavioral design, email experiments are low-hanging fruit. They’re easy to run and the returns are immediate.
Small frictions matter.
Want to lean into emotion as a tool for behavior change? Lean ALL the way in.