Behavioral Science

The study of how people make decisions, form habits, and respond to interventions.

Two people face each other with a screen between them. Their speech bubbles appear tangled or unclear, while the screen remains blank.

Designing for the Feeling of Intelligence: What AIX can Teach us About Trust, Presence, and Design in Healthcare

When we talk about AI in healthcare, we usually focus on performance. How accurate is the system? How fast? But we often skip over a more subtle question: how does it feel to use? Artificial Intelligence Experience, or AIX, is about how people experience AI systems. It’s the emotional,

Hand-drawn black-and-white illustration of an origami crane folded from a sheet labeled ‘Clinical Trial Protocol.’

Time, Trust, and Trials: Rethinking Research Through Slow Design

Clinical research is often built for speed: timelines are tight, protocols are rigid, and participant experiences are frequently treated as logistical hurdles. But what happens when we shift the focus from control to care, from efficiency to reflection? This post explores how slow design, a philosophy born in response to

Female researcher in lab coat placing sticky notes over clinical charts, with an open HTA report nearby. Charts subtly transform into human figures and emotion icons.

Designing Evidence: How Behavioral Research Makes HTA More Human

Health Technology Assessment (HTA) relies on rigorous evidence to inform decisions about what technologies, treatments, and interventions should be funded, prioritized, or approved. Yet much of the existing evidence infrastructure is blind to behavioral drivers: the social, emotional, and cognitive patterns that shape real-world health outcomes. This article explores how

Hand-drawn black and white illustration of a person holding a clipboard, surrounded by abstract symbols like a door and a cross.

Why Behavioral Science Belongs at the Heart of Health Innovation

Healthcare systems worldwide are undergoing transformation—digitally, organizationally, and culturally. Yet despite technological advancement and policy reform, many interventions continue to fall short of intended outcomes due to a fundamental oversight: human behavior. Behavioral science offers a framework for understanding the cognitive, social, and emotional drivers behind how individuals interact