Behavioural Economics is the underpinning of understanding biases and shortcuts (heuristics) that impact decision making and human behaviour. BehavLab applies the latest behavioural economics insights towards tech, product, and policy design to overcome human irrationalities.


We work with you across any stage you're at.


We use behavioural insights to diagnose issues in your product or service design


Based on the latest behavioural insights and applied research we provide recommendations for improved design


We work with you to design the right experiments and get the user behaviours you want


We evaluate the implementation results and write up a case study


We offer organizations and startups training on behavioural science. Register your interest by clicking below!


Two hour session on the foundations of behavioural economics. Learn about key heuristics and biases and how they affect decision making and to avoid common pitfalls.

Digital Nudging

Half day session on the basics of behavioural economics. First learn about key heuristics and biases and how they affect decision making in a digital context.


Full-day session with the first half of the session focused on the basics of behavioural economics and the second half on discussing the problem of your choice with a behavioural science lens.


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Min FitzGerald

Founder, Director

Min is the Founder & Director of BehavLab. She has consulted and worked with Fortune 500 companies with Monitor Deloitte with projects across private and public sectors, from design to implementation. She also has extensive expertise crafting omni-channel experiences by optimizing user experience across digital as a Product Manager and Behavioural Scientist. She has obtained her MSc in Behavioural Science from the London School of Economics and Political Science and BBA with Honours from the Beedie School of Business.

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Philip Broadley

Advisor, Finance

Philip Broadley has worked in the financial services industry for over thirty years, including eight years as CFO of Prudential plc and six years as CFO of Old Mutual plc, London-headquartered international retail financial services groups.  Philip combines his professional experience of the industry with an interest in understanding the needs of customers.  Philip’s graduated from St Edmund Hall, Oxford University, with a degree in Philosophy, Politics and Economics. He has a Masters degree in Behavioural Science from the London School of Economics and a Diploma in Business Administration from Warwick Business School. He is also a Chartered Accountant.

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Douglas McKell

Advisor, Health

Douglas McKell is a health care professional with an extensive consulting and management career in the design, implementation and operational improvement of a variety of healthcare organizations including multi-hospital systems, full-risk health insurance, pharmaceuticals, physician group practice growth, and population health management. He earned a Masters Degree in Management from the Dartmouth Institute for Health Policy and Clinical Improvement at the Geisel Medical School and a Masters Degree in Behavioral Science from the London School of Economics and Political Science. He is a doctoral student in Evidence-Based Health Care at the University of Oxford, Kellogg College.


We have a global network of partner organizations.


Our team is globally distributed across North America and Europe, but predominantly based on the West Coast of North America. Contact us at hello@behavlab.com.

Find us at

Suite 201, 4501 Kingsway, Burnaby, BC, Canada

(+1) 7787082135