Behavioral science and AIX, applied
De-risk innovation & amplify impact with AI Experience Design
AI is transforming industries — but most projects fail not because of technology, but because of design. Users don’t adopt, trust erodes, and ROI disappears.
Let's chat
Accelerate adoption by aligning AI capability with Human ingenuity
Innovate with clear ROI
Teams are under pressure to deliver AI breakthroughs — but without a way to predict adoption, the risk of failure is high. AIX reduces waste and increases ROI by grounding every design choice in human-centered research, rapid prototyping, and behavioral insight. We quickly narrow the solution space to what resonates with users and drives sustained impact.
Sustain engagement over time
Many AI features impress at launch but lose traction. By integrating behavioral design — grounded in decades of research on decision-making, motivation, and trust — we design AI experiences that get stronger with time. From clear feedback loops to transparent decision boundaries, we make AI systems that grow credibility as users engage with them.
Increase buy-in, internally and externally
AI initiatives succeed only when people believe in them. Our approach surfaces hidden psychological drivers and barriers — whether from customers, employees, or executives. With behaviorally informed AIX, we design experiences that excite users and help leaders align on bold new directions.
“
I was blown away with their application and translation of behavioral science into practice. They took a very complex ecosystem and created a series of interventions using an innovative mix of the latest research and creative client co-creation. I was so impressed at the final product they created, which was hugely comprehensive despite the large scope of the client being of the world's most far-reaching and best known consumer brands. I'm excited to see what we can create together in the future.
Heather McKee
BEHAVIORAL SCIENTIST
GLOBAL COFFEEHOUSE CHAIN
OUR CLIENT SUCCESS
$0M
Annual Revenue Increase
Embedded an AI-informed design practice for one of North America’s largest insurers.
0%
Increase in monthly users
Redesigned a national digital mental health platform around user trust and adoption.
0%
Reduction In Design Time
Helped a global smartphone manufacturer streamline AI-assisted workflows.
0%
Reduction in Client Drop-Off
Applied proactive AI nudges to retain 450,000 clients of a major debt-relief provider.
What goes into an AI Experience Design project?
Human-Centered Prototyping
We co-create with users and stakeholders, testing AI behaviors and flows in real contexts.
Behaviorally Informed Frameworks
We apply proven principles from behavioral science — choice architecture, trust-building, nudges — to ensure adoption and long-term impact.
Usable Outputs
Our deliverables aren’t static reports. They’re actionable prototypes, frameworks, and design systems that teams can apply globally.
Evidence-Backed Design
Our recommendations draw on thousands of case studies and machine-assisted literature reviews, ensuring interventions rest on science, not guesswork.
Make it
your secret sauce
Merging behavior, systems, and strategy to turn AI adoption into everyday action.
Applied AIX: Empowering transformation
We live in a world shaped by intelligent systems. Done right, AI helps people gain agency. Done poorly, it leaves them feeling confused, out of control, or mistrustful.
The real limiter of AI impact isn’t the algorithm — it’s the experience. People don’t just use AI; they form relationships with it. AIX is about designing that relationship thoughtfully: so users feel confident, respected, and safe.
This is where behavioral science makes the difference. It ensures AI isn’t just usable, but also trustworthy, motivating, and aligned with how humans actually think and decide.
Our approach blends design, AI, and behavioral science to bridge the gap between technical potential and real-world adoption. The result: lower risk, higher ROI, and transformative experiences.
Ready to design AI people actually want to use?
Let’s collaborate. Tell us your challenge, and we’ll show you how AIX can transform your products and services into trusted, engaging, high-impact experiences.
We’ll never share your info with anyone.
OUR CLIENT SUCCESS
Fueling AI adoption by creating a culture of experimentation
TDL worked with a leading HRIS company to diagnose barriers to adopting AI tools. By leaning on a process of iterative design and testing, we designed a gamified intervention and incentive system that accelerated AI adoption and competence across their 23,000 global employees.
Our mission is to translate cutting-edge science into powerful tools, enabling passionate leaders to place intentional bets on innovation.
Dan Pilat
Co-Founder & Managing Director
MEET OUR EXPERTS
Managing director
Marielle MontenegroSpecialist in integrating AI and behavioral design into products and services for multinational clients.
Director
Turney McKeeBrings a multidisciplinary lens to public health and technology, applying behavioral science to emerging AI challenges.
Managing director
Dr. Sekoul KrastevWorks at the intersection of decision science, AI, and innovation, helping organizations align cutting-edge tech with human psychology.
OUR CLIENT SUCCESS
Improving safety for millions of ride-sharing users around the world
We worked with one of the largest ride-sharing services in the world to understand safety issues across multiple markets. Using a combination of qualitative work, machine learning and behavior change research, we were able to create global safety framework as well as a series of on-the-ground trainings aimed at reducing incidents.
Everything we do is based on five core principles (SPICE): Socially Conscious, Pragmatic, Inventive, Catalytic, Evidence-Based.
Dr. Sekoul Krastev
Co-Founder & Managing Director
AS FEATURED IN
Insights that address the toughest product design challenges
faq
Common Questions We Receive
What are the next steps if I'd like to work with you?
Get in touch with us with a quick description of the problem you're looking to tackle and, if we think we can help, we'll connect you with the right person to chat about our past experiences. Whether we end up working together or not, our goal is to add value in issue areas we care about.
How do you ensure AIX delivers ROI?
Our work focuses on using a unique mix of rigor & pragmatism to solve very hard problems. To do this well, we're very careful to look for the right fit each time we receive a collaboration request - we want to make sure we can make a significant dent in the issue you're working on. Because of this, our past collaborations have consistently delivered substantial results - something we'll walk you through during our first chats.
What makes your approach unique compared to other consulting firms?
We blend scientific rigor with pragmatic insight, using a no-nonsense multidisciplinary approach that doesn't discriminate against any field, be it psychology, UX, marketing or machine learning. This approach, which is supported by a team with diverse experience, allows us to solve very hard problems in an entirely new way.
How can I convince my team to invest in AI experience design?
Internal stakeholder buy-in is often the most important part of any behavior change project we do, and we like to believe we're experts in it. The first step is, of course, to make sure that behavioral science really is the right approach - to what extent is the problem you're looking to solve related to a decision made by a person and why can't more traditional approaches be used instead? We work closely with potential clients to answer questions like these and, if there is a fit, build a strong internal case.
