The AHA! BD Way

What is Behavioral Design®️?

Behavioral Design®️ (BD) is an internationally recognized methodology combining Applied Behavioral and Decision Sciences, Design, Technology, and Creative Methods to uncover why people do what they do, given the limitation that people cannot tell you what they do not know due to biases and cognitive shortcuts that are mostly unconscious. BD’s outputs and interventions nudge people towards target behaviors.

We infuse the pioneering discipline of Behavioral Economics (BE) to identify the biases and cognitive shortcuts, called heuristics, that drive people’s actions in a specific situation. Being clear on the BE heuristics at play in a group’s context can help you avoid the guesswork and be more surgical with the behaviors to target. BE, as applied through BD, also provides a systematic approach to discovering, prioritizing, and sequencing the behaviors that will be targeted by BD’s outputs.

AHA! BD Vision and Mission

At scale, behavior change that serves humanity

through…

Scaling simple behavioral solutions,
in low-resource settings, grounded
on a community lens.

The AHA! Manifesto

We are collaborators, movers, behavior designers,
forging concepts into behaviors for social change and for the better.

In a world of constant shifts, we stay grounded in order and intention—
to see the people in the narratives of our programs,
to be moved by the stories behind the numbers,
to heed the call of the future, already manifesting in the gaps and silences of the present.

We choose not to flood these gaps with our voices,
but rather, fill them with deliberative solutions and empowering connections
in gratitude for our gifts
and for the chance to grow kinder, more productive communities
as our way of giving back.

When there is a call to solve and to serve,
we choose to show up—
not to be seen, but to see the other and seek out what needs to be designed and done;
driven by goals that are greater than each of us

to push for productivity and positive change with courage
to create impact through insight and empathy
to become the best designers of the solutions and behaviors we wish to see

We are AHA! BD
And this is who we choose to BE.

AHA! BD's Executive Committee

Our leaders are professionally-trained experts in their fields, all passionate about enabling positive change that only Behavioral Design®️ can create.

TJ Agulto
Managing Director

Shairra Bello
Head of Behavioral Insights, Innovation & New Products

John Leinard Ramos
Head of Marketing and Social & Behavior Change Communication

Mackie Valenzuela
Senior Manager for Finance, Accounting, and Legal

CJ Villaester
Manager for Behavioral Insights & Innovation

Rachel Gutierrez
Manager for Communications Strategies and Public Relations

Al Eslera
Office Manager

Got a target for your company or an aspiration for your community?

Discover how you can fulfill that goal through Behavioral Design with us!