Your conditioner bottle is upside down. Your shampoo bottle isn’t.
That’s not a coincidence.
Haircare brands studied exactly how you shower and found one problem nobody was solving.
Trying to squeeze a thick conditioner with wet, soapy hands. Every single time.
So in 1991, someone flipped the bottle. Not as a design trend. As a solution to a real human behaviour.
And when Heinz applied the same thinking to ketchup in 2002? Sales went up ~6% within a year.
Nobody asked for an upside-down bottle. But once they had one, they never wanted to go back.
That’s not packaging design. That’s behaviour design. Making the right thing effortless.
That’s behaviour design doing its job.
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#BehaviourDesign #DesignThinking #BrandStrategy #ConsumerBehaviour ProductDesign TinkerLabs MarketingInsights BusinessThinking
Your biggest competitor might not even be in your industry.
Maggi thought it was fighting Yipee and Wai Wai.
The real battle? It was happening at 11:30PM between a tired person, a packet of noodles, and a phone with Zomato on it.
That’s Occasion-Based Competition. And it’s happening to more brands than they realise.
Your competitor isn’t who makes the same thing as you. It’s whoever satisfies the same emotional need your customer is feeling in that moment.
Ask yourself: Who’s stealing your emotional moment? 👇
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#BehaviourDesign #MarketingStrategy #BrandStrategy #DesignThinking #OccasionBasedCompetition ConsumerBehaviour StartupIndia BusinessInsights MarketingMindset TinkerLabs
Those mirrors aren’t there for you to fix your hair. It’s there so you don’t lose your mind.
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#tinkerlabs #nudgedesign #nudgetheory
What do Sherlock Holmes and behavioural design have in common? 🕵
What even is behavioural design?
Why do we often need an external lens to point out what we’ve become habituated to?
And what does habituation even mean in the first place?
This is an excerpt from my conversation with Pratyush Pillai (@thebluereverieproject ) from @tinker_labs , titled On Irrationality, Nuance, and Behavioural Design.
The full episode is now live, link in bio!
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(Podcast behavioural design tinker labs Sherlock Holmes ideo inspect Spotify habituation Mumbai don norman)
Ever wondered why? Swipe
It’s not discipline. It’s not habit. It’s not even thirst.
It’s design.
The winner between you and your competitor is the one solving to decrease the brain tax.
Follow @tinker_labs for more such simple ideas that move the world.
I’m so excited to share that the next guest on @secondthought.fyi is Pratyush Pillai (@thebluereverieproject ), Head of Behavioural Design at @tinker_labs .
I first came across TinkerLabs about two years ago, when I was searching for organisations practising behavioural design. There were very few - which can mean many things but in this case, it felt like I had found something rare. I bookmarked it and kept it aside.
Recently, I came across them again and spent more time with their work. Even just through their website and fragments of what they’ve built, I felt incredibly inspired. There’s a clarity and intentionality to it (s/o @kritikatrehan , @studiopingpongindia ).
As always, I had to reach out. And am I thrilled I did!!!🥹
Pratyush is one of the most genuine, calm, and sharp people I’ve spoken to. And this episode feels like a personal win because I wanted to take a slightly different approach - to go beyond a personal or professional journey and really get into the specifics of the practice itself. And he made it so, so easy!
We talk about what behavioural design actually is, his personal journey, the work at TinkerLabs, irrationality (a fav), AI (duh), their work with the government and clients, stereotypes, and so much more.
We unpack the gap between what people say and what they actually do, why organisations often misunderstand behaviour, and what it really means to design for people as they are, not as we assume them to be.
There’s radical candour, warmth and lots of learning through and through. And I can’t wait to share this with you. The conversation goes live this Saturday, stay tuned!!!
🎙️🌀🥰☕️🛰️⚙️🧬☀️
Read the caption for context ⬇️
Negative care interactions during labour damage long-term trust in institutional care and influence future childbirth choices. During our fieldwork, many women shared experiences of being scolded, ignored, or handled roughly during hospital visits.
What stood out was not just what happened, but what followed. Most women felt unable to confront staff or share feedback. Speaking up felt intimidating, unsafe, or simply not possible within the power dynamics of the setting.
This simple idea explores a chit-based feedback box placed at the exit of ANC or PNC services. Women quietly drop a chit into one of two boxes to reflect how they experienced care, without writing, names, or direct interaction with staff.
The goal is not complaint, but visibility. A small, non-verbal moment that allows experiences of care and disrespect to be acknowledged, especially when voices cannot be raised.
Welcome to our 'Simply Untangled' series. These are simple, quick ideas that come out of our project ideation at TinkerLabs. Some make it to the field, some stay on the board, but each helps us untangle complex, human problems with care 💛
If this sparks a new way to untangle something you’re working on, tell us in the comments.
#SimplyUntangled #DesignThinking #humancentereddesign #behaviourdesign
What a single space revealed about access and privilege.
Post by - @vaibhavijoshi
#AccessAndEquity #DesignAndSociety #BehaviouralDesign #Semiotics #SocialSystems
Between workshops, deadlines, and field trips, these were the moments that didn't make it to dashboards, but made the year what it was.
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#YearInReview #CultureAtWork #GoodTimes
