🎤 Behavioral Interview with Massimo Ingegno

Interview with Massimo Ingegno, CEO and Co-founder of Make it Lab, and Behavioral Design Lecturer at Thammasat University.

1. Tell us about you and your experience.

My career began in development economics, driven by a fundamental question: why do some countries develop faster than others?

Captivated by the role of geography and culture in shaping these disparities, I pursued this interest through work as a researcher in India’s slums and later with UN-Habitat, the United Nations program focused on promoting sustainable urban development.

My curiosity eventually shifted to a more localized scale, leading me to formally study urban planning and international urban development—a path that set the stage for my future work in Behavioral Science and Design.

2. How did your interest in Behavioral Science begin?

I’ve always been fascinated by human behavior. Looking back, I can see why I enjoyed philosophy, especially the branches exploring human nature. During my studies in economics, I stumbled upon behavioral economics. At the time (2007), it was still an emerging field, and I didn’t realize I could build a career around it.

After graduating, I left Italy to pursue two master’s degrees in the UK, focusing on urban development and urban planning. This was when I fell in love with the urbanist Jan Gehl’s ideas on human-scale city design and the power of observation.

While studying at University College London, I joined an internship and spent countless hours in urban spaces with blueprints and a tablet, observing and analyzing how people interacted with their environments. I noted everything—from movement patterns to social interactions—revealing the powerful link between environment and behavior.

This hands-on experience in urban observation was the foundation of my work in Behavioral Science, shaping my approach to Behavioral Design.

3. How did you start applying Behavioral Science in Thailand?

My start with applying Behavioral Science in Thailand was sparked by a need to engage my students more effectively, so I experimented with gamification.

The results were impressive! Students became more involved and their enthusiasm for learning noticeably increased. This success led me to join a gamification consultancy, where I had the chance to work on a variety of commercial projects, applying behavioral insights to enhance user engagement and customer experiences.

Soon, I began receiving invitations from different universities and departments, including social innovation, business, and journalism. These experiences gave me a unique window into what people from diverse backgrounds wanted to understand about human behavior. I realized there was a need for a comprehensive, practical toolkit that could be adapted across fields, and that’s what led me to create the Make It toolkit.

4. Tell us more about the Make It Toolkit and how to use it.

The Make It Toolkit is built around four key elements that offer a comprehensive and actionable approach to applying Behavioral Science:

1. The 5 Laws of Human Behavior

These laws provide an introductory framework for understanding the underlying psychology that shapes decision-making and actions. For example, one law emphasizes the interaction between a person and their environment, helping users see how context influences behavior. While these laws are invaluable for onboarding users to fundamental behavioral concepts, I realized they weren’t always sufficient for complex, real-world applications.

This insight led to the addition of the "Barriers to Optimal Decision-Making and Behavior" component, allowing users to go deeper into the “problem space.”

2. Barriers to Optimal Decision-Making and Behavior

The "Barriers" component helps explain why people—whether users, customers, students, or employees—make poor decisions or fail to take action.

Barriers are mapped across two essential dimensions:

Person and Environment: Is the barrier associated with the person (e.g., cognitive abilities, personal biases) or the environment (e.g., product design, social norms)? Often, both dimensions play a role.
Ability, Attention, and Motivation: Does the barrier relate to ability (can people perform the action and have the opportunity?), attention (are they adequately prompted?), or motivation (do they want to do it)?

By mapping these barriers, users gain a clear view of the obstacles preventing behavior change. This diagnostic step sets the stage for creative, science-backed solutions.

3. 15 Core Behavioral Strategies

These strategies form the foundation for influencing behavior, from simplifying actions to leveraging social dynamics and timing. Each strategy is versatile and can be applied individually or in combination to address the identified barriers. For example, “Make It Easy” can simplify complex actions, while “Make It Social” might use peer influence to enhance engagement.

4. Tactics and Tools

Each strategy is supported by a range of practical tactics—over 300 in total—that bring behavioral insights to life. For example, the “Make It Social” strategy includes tactics such as encouraging peer influence, cooperation, competition, or status. Similarly, “Make It Timely” emphasizes using context-specific cues to align actions with optimal moments. These tactics provide actionable steps to implement strategies effectively.

How to Use the Toolkit

The Make It Toolkit can be used both reactively and proactively:

Reactive Use: When facing a specific challenge—such as low engagement or difficulty in sustaining a behavior—the toolkit offers a structured approach to identify barriers and apply targeted strategies to resolve the issue.
Proactive Use as an Audit Tool: Beyond problem-solving, the toolkit is also an effective tool for auditing and anticipating issues before they arise. By evaluating potential barriers early, users can identify opportunities and prevent challenges, setting up behavior-friendly solutions from the outset.

5. How do you think Behavioral Science will develop in Asia in the next 5 years?

In the next five years, Behavioral Science in Asia is likely to experience significant growth and evolution, driven by unique cultural dynamics, technological advances, and a growing demand for user-centered solutions.

Here’s how I see it developing:

Localized Behavioral Insights: Asia’s diversity means there’s no one-size-fits-all approach in Behavioral Science. In the next few years, we’ll likely see more research adapted to fit local values, social norms, and motivations, ensuring that interventions resonate across different communities.
Blending Tech with Personalization: Asia is a tech leader, and Behavioral Science will increasingly work hand-in-hand with digital tools to create personalized, intuitive experiences. This trend will shape everything from e-commerce to healthcare, as companies use behavioral insights to meet people’s unique needs.
Shaping Public Policy and Social Programs: Behavioral Science is set to have a bigger impact on public policy in Asia, with governments and NGOs using it to tackle issues like health and sustainability.

6. What would be your advice for students or specialists who are beginning to discover Behavioral Science? How can they learn more about the discipline?

For students or specialists new to Behavioral Science, my advice is to dive in with curiosity and a hands-on approach. Behavioral Science is all about understanding why people do what they do, so start by observing the world around you, questioning behaviors, and noticing patterns in everyday decisions.

Experiment and Observe: Begin with small experiments. For instance, I started by trying to nudge my grandma and later applied gamification techniques with my students. Opportunities to test behavioral principles are all around you, and seeing these concepts in action is the best way to learn.
Explore Resources and Communities: Dive into resources like books, online courses, and Behavioral Science communities (such as Habit Weekly). Connecting with others in the field gives you fresh insights and feedback.
Embrace Interdisciplinary Learning: Behavioral Science draws from psychology, economics, design, and beyond, so exploring these areas will only enhance your understanding and skills.
Learn the Make It Toolkit 😉: Seriously, though, the Make It toolkit is designed to make Behavioral Science practical, giving you strategies and tools you can start applying right away, regardless of your field.

Thank you so much Massimo for answering the questions! I hope readers can learn from your experience and suggestions 😄

Silvia Cottone

Behavioral Science Consultant & Worldwide Speaker

This interview is part of the "Behavioral Interviews" series. It is fully written and edited by the guest. You can read more interviews with behavioral science experts here.