Mindy Yang

Why Chocolate Tastes Sweeter with Music

Sipsmith Gin

Veuve Clicquot

Harney & Sons Fine Teas

Tequila Herradura

Glenmorangie

Co-Founder & CEO of World Taste & Smell Association, CEO of Perfumarie

Recognize the role of cross-modal cues (sound, shape, texture) in altering chocolate’s taste.

Experience how sensory design influences emotion and storytelling in hospitality and marketing

Gain a preview of the tools and insights offered in the 3-part masterclass

Leverage The Wheel of Progress® to learn advanced listening skills (JTBD + BeSci) for conducting customer JTBD research.

Managing Partner - Customer Centric LLC

G Adventures

Humana

lululemon athletica

Ecobee

Citi

JOHN GUSIFF

John Gusiff is the Managing Partner for Customer Centric Solutions LLC.

Cohort 10

Cohort 11

<h3>Integrating Behavioral Science into jobs-to-be-done research methods to uncover both Progress and Barriers. Great interviewers don’t just ask better questions — they listen differently.</h3> They hear the subtle cues behind what customers say — the hesitations, contradictions, and emotional triggers that reveal why people really buy, switch, or stall.This course teaches you how to listen through two powerful lenses:<ul><li>Jobs-to-Be-Done (JTBD): Understand the progress customers are trying to make.</li><li>Behavioral Science (BeSci): Decode the psychological barriers holding them back.</li></ul>Together, these lenses reveal the causal structure of behavior — what drives action and what prevents it.<h3>Why Listening Matters</h3>Most customers can’t clearly explain their decisions. They tell post-rationalized stories — what they think motivated them. JTBD interviewing helps surface the real progress they’re seeking. But when you layer in BeSci, you also uncover why progress gets blocked — by fear, friction, habit, or cognitive bias.In short: 🧭 JTBD helps you hear the progress. 🧠 BeSci helps you hear the barriers. It's a practical, hands-on class packed full of eight tailored JTBD + BeSci listening exercises.

Customer Jobs-to-be-Done Listening Skills (JTBD + BeSci ) 

Listen for Progress:

Detect Behavioral Barriers:

Apply Behavioral Science Frameworks:

Decode Causality in Conversations:

Strengthen Your JTBD Practice:

A Startup Founder who wants to shorten their customer and product discovery efforts - find both product and language market fit faster.

A Product Owner who wants to prioritize and fall in love with the problem to be solved prior to thinking about the solution.

The Marketer who wants to better tailor their messaging speaking to the core job-to-be-done, motivational forces, desires and avoidances.

The make it toolkit is the world's most comprehensive framework grounded in hundreds of books and research insights from thinkers, researchers, and practitioners. “Designing for behavior change? This is the ultimate cheat sheet. Almost too good to be true!”— Charley Cramer, Author of The Purpose Myth: Change the World, Not Your Job READY TO MASTER IT? 🎓 🚀 You'll master a proven framework that makes applying psychology in your work work and life as easy as it can be. Structured Learning JourneyWe built the framework we wish we had when we started. Let us take you to a step-by-step journey that will help you connect all the dots. Case Study ExplorationWe are both educators and practitioners. Expect to learn from real world case studies across sectors and industries, both successful and less successful. Hands-on ActivitiesYou will experience hands-on individual and group exercises for you to apply directly the most important psychology principles to your project. Office HoursOffice hours (optional to attend) on weekdays provide an opportunity to clarify concepts, receive feedback and support, and engage with both peers and instructors for enhanced learning. High-Impact&nbsp;Resources.Miss a class? No worries! We provide access to video recordings right after each session. Plus, enjoy 1-year access to all recordings, allowing you to revisit lessons, reinforce your understanding, and continue growing your knowledge.

Unlock the Power of Behavioral Science to Design Better Experiences

Course syllabus

This course includes both Make it Toolkit Level 1 and Level 2 (Specialization in UX design)

No prerequisites.

Weekly Interactive Sessions

These include unstructured and friendly Office Hours to ask any questions as well as guest instructors for deep dives

Office Hours and Deep Dives

Course schedule

Product Managers, Entrepreneurs, and Marketers&nbsp;who want to understand human behavior and how you can persuade, engage, and retain customers

UX Designers or Gamification enthusiasts&nbsp;with or without prior experience who want to level up the psychology side of design..”

Behavior change professionals&nbsp;who are applying psychology insights in the digital space.

Who is this course for

What you’ll get out of this course

Master proven strategies and tactics to design behavior-changing products, services, and interventions.

Learn the 15 behavior change strategies of the Make it toolkit and 100+ tactics

Apply behavioral design principles to create engaging and impactful digital experiences.

Gain hands-on experience with the Make It Toolkit in the context of digital experiences

Learn to design systems that build habits and sustain long-term user engagement.

Discover how to create habits and habit-forming systems

Explore techniques to make experiences more interactive, motivating, and emotionally engaging through gamification and storytelling.

Discover how to create gamified and immersive experiences

Create persuasive, habit-forming, and immersive experiences with the world's most actionable behavioral design framework.

John Gusiff

Massimo Ingegno

David McCann

Zac Fitz-Walter

Cohort 4

Cohort 5

Understand what genuinely drives happiness and build it through actions, not forced positivity

Life Management Science Advisor

Tobiaz Hazel

Life Management Science Advisor | L&D Strategist | C-TP (Training Professional)

Sabrina Oktavelia

Life Management Science Advisor | English Teacher

Happiness Science Essentials Series

Most people chase happiness through good days, luck, or brief motivation. It feels great for a moment, until stress rises, relationships strain, or fatigue returns. The issue isn’t mindset; it’s not understanding the evidence behind what truly sustains happiness. With Happiness Science Essentials, you will: ✅ Understand how gratitude, hope, and pride support long-term well-being ✅ Build daily practices that strengthen connection, trust, and participation ✅ Learn science-based methods to reduce loneliness and improve relationships ✅ Create routines that support self-care, kindness, and work–life integration ✅ Develop habits that make happiness steady, not accidental Week by week, you’ll move from chasing mood boosts to building lasting well-being using research-backed frameworks. Expect clearer habits, stronger bonds, and a more grounded sense of fulfillment. Developed by LMSL and grounded in research from the Institute for Life Management Science, this course offers a field-tested approach that helps you thrive with confidence.

Stop Forcing Positivity. Build Real Happiness Through Evidence and Practice.

Strengthen daily habits that support genuine, lasting happiness

Improve your social happiness through healthier, deeper connections

Create a balanced and purposeful life that sustains happiness

Individuals Tired of Fake PositivityBuild genuine happiness through evidence-based habits, not surface-level optimism.

Busy Adults Craving More Joy and ConnectionImprove flow, trust, and social bonds to feel more engaged with life and others.

Growth-Driven Learners Seeking Meaningful FulfillmentCultivate gratitude, hope, and active participation for deeper, lasting wellbeing.

Understand what helps humans thrive, not just function, so you can build a life that feels fuller, lighter, and more aligned.

Grace Pham

Life Management Science Advisor | Training & Teaching

Yuni Triandini

Life Management Science Advisor | Independent Consultant

Wellbeing Science Essentials Series

You don’t have to wait for weekends or holidays to feel okay again. Well-being is built through awareness, compassion, boundaries, and connection day by day. With Wellbeing Science Essentials, you will: ✅ Build self-awareness and emotional intelligence for steadier internal balance ✅ Strengthen self-compassion, acceptance, and mindset for healthier everyday regulation ✅ Improve relationships through trust, empathy, autonomy, and work-life alignment ✅ Develop habits that support fairness, engagement, and social well-being at work ✅ Create sustainable routines that protect energy, mental space, and connection Week by week, you’ll learn how emotions, habits, and relationships shape well-being, and how to adjust them using structured, research-grounded tools. Expect steadier mood, healthier boundaries, fairer communication, and a more grounded sense of self. Developed by LMSL and grounded in research from the Institute for Life Management Science, this course offers a field-tested approach that helps you thrive with confidence.

Feel Good, Not Just Get Through the Day. Build Well-being From the Inside Out.

Develop emotional foundations that support daily wellbeing

Build healthier relationships that uplift your overall wellbeing

Create balance, energy, and engagement in work and life

Individuals Tired of Just Coping, Not ThrivingBuild self-awareness, balance, and emotional wellbeing that lasts beyond survival mode.

Professionals Seeking Healthier Work-Life HarmonyImprove engagement, boundaries, and social wellbeing at work without burning out.

Growth-Focused Learners Building Inner PeaceDevelop compassion, autonomy, and better relationships through science-backed habits.