Action Design Network is a 501(c)3 non-profit organization founded in 2012 to promote the use of behavioral economics and psychology in policy and product design. The group has quickly grown to over 10,000 members with monthly events in cities across the US and Canada. Each month, speakers share research findings and practical lessons about how to help people voluntarily change daily routines and behavior to improve their lives.
Action Design also hosts the Design for Action Conference, started in 2014 to bring together the best designers and researchers from around the country to share their techniques.
Action Design is an all-volunteer organization. Our President is Zarak Khan and our officers are Justin Howell, Daniel Kahn, Sam Evans, and Robin Krieglstein. Our board is chaired by behavioral scientist Dr. Stephen Wendel.
Who we are
National Marketing Lead
Jessica is obsessed with human behavior and thinking, online and in life. She found a professional outlet for this obsession 7 years ago when she entered the world of advertising strategy. She specializes as a strategist in the creative, digital and media worlds where she seeks to apply behavioral science and insight to: move a business forward, create and orchestrate strategic road maps for clients, and bring it all together through the applied art of storytelling.
She earned a Master of Science from Northwestern University's Integrated Marketing Communications program where she concentrated in Brand Strategy and Marketing Analytics and is a proud alumni of the University of Illinois Urbana-Champaign.
City Organizer: Toronto Action Design
Since 1997, Brian has built his career on online campaigning and data science, with specialism in digital behavior change psychology. He obtained a PhD in Online Social Marketing with a world leading Internet research team.
National Marketing Lead
Jacqueline Fuller is passionate about leveraging behavioral science within marketing to drive social good by bettering our lives and world. She is a seasoned digital marketer who has a proven track record for running large-scale marketing campaigns that produce measurable and effective business results. With 10 years of experience in digital marketing, she has worked with prominent retail and financial clients to drive their paid search, display, and social media performance.
Board Member, Podcast Host
Erik Johnson is the Marketing Optimization Manager on Morningstar’s Behavioral Insights Team, where he applies behavioral science principles to marketing processes and communications. The Behavioral Insights Team is a group of researchers and practitioners who use behavioral science to help Morningstar better serve investors and be more effective as an organization. Erik previously held roles at ideas42 and IBM. He also co-created ProductPsychology.com and is a board member of the Action Design Network. He received his BA from Michigan State University.
Action Design President
Zarak is an Associate at Booz Allen Hamilton, where he supports the National Science Foundation and leads the firm's internal team of consultants working on behavioral economics.
He has volunteered with Action Design since 2014, led the DC chapter from 2014-2015, and has served as President since fall of 2015.
Action Design Treasurer
City Organizer: Action Design San Francisco
Dan Kahn manages Digital Partnerships for Capital One in San Francisco. Previously he worked at the Boston Consulting Group, CommonBond, and Kiva.org. He has degrees from Tufts University, the Wharton School, and the Harvard Kennedy School.
City Organizer: Action Design Durham
Elizabeth Kim is a student at Duke University who spends more time researching at the Center for Advanced Hindsight than being on campus. In her free time, she incorporates behavioral economics to anything she can—from habit-formation mobile apps, local student nonprofits and her next homework assignment due in 3 hours.
Action Design Content Strategist
City Organizer: Action Design Austin
Robin has a 20 year obsession for applying behavioral science and design to improve human behavior at scale. He’s a member of the Stanford Persuasive Technology Lab with Dr. BJ Fogg and has been privileged to do behavior design for companies like Oracle, Target, Dell, Microsoft, Frog Design, Kaiser and UnderArmour. He founded the Design Group at Leapfrog Educational Toys and founded the first Gamified Goal-achievement Social Network. He is the author of the forthcoming book “Designing for Good”. He lives with his wife and son in beautiful Austin, Texas.
Action Design Secretary
Cynthia has been interested in why people do things, or don’t do them, her whole life long. For over a decade, she read books, researched ideas, and attempted to apply the things she learned to her own life, and to share them with friends and family. Then in 2015, when she learned about action design, she began identifying ways she could apply these behavioral tools in her consulting work, in order to benefit others at scale.
Cynthia holds a Master’s degree in Instructional Technology and a Ph.D. in Measurement and Research. Through her consulting firm, Touchstone Consulting, Cynthia helps testing organizations develop better standardized tests through the use of innovations and to support examinees in the process through action design.
Action Design Vice President
Slava Petrova has worked at Morningstar, Inc. for the past 8 years in various roles and locations. Currently she is part of Morningstar’s institutional software group. She finds behavioral science fascinating and is passionate about promoting it and applying it to her day-to-day life and work.
Slava holds a B.A. degree from Duke University in Political Science and German and a Certificate degree in Markets and Management. She was awarded the Claritas Investment Certificate from the CFA Institute in 2013. Slava has volunteered with Action Design since 2015.
National Marketing Lead
Matt has a background in marketing and business operations. He has built and executed digital marketing strategies for emerging tech and top retail clients. Currently, Matt leverages behavioral insights to effectively drive process change, helping people become more efficient. He is fascinated with the intersection of behavioral economics and food.
City Organizer: Action Design Chicago, Podcast Producer
Zach Simon is a senior admissions counselor at The Chicago School of Professional Psychology, where he is also completing his Master of Arts in Behavioral Economics. He has volunteered with Action Design since 2015. Zach is currently the city organizer for the Action Design Chicago chapter, and the producer of the Action Design Radio podcast.
Action Design Founder and Chairman of the Board
Steve is a behavioral social scientist who studies financial behavior, and how digital products can help individuals manage their money more effectively. Steve serves as Head of Behavioral Science at Morningstar, a leading provider of independent investment research, where he leads a team of behavioral scientists and practitioners to conduct original research on savings and spending behavior.
Steve is the author of Designing for Behavior Change (November 2013) and Improving Employee Benefits (September 2014).
City Organizer: Action Design Miami
Ezequiel is a business designer passionate about helping organizations create highly desirable offerings for their stakeholders. He is the co-founder of Contexto, an innovation strategy consultancy, the co-host of Global Service Design Jam events in Miami, and the Miami Organizer of the Action Design Network, a nine-city network of behavioral designers.
Ezequiel holds a Masters of Business Administration from American University, a Bachelors of Arts in Anthropology from New College of Florida, and a Certificate in Executive Nonprofit Management from Georgetown University.