On Irrationality, Nuance, and Behavioural Design w/ Pratyush Pillai (TinkerLabs)

We like to believe we’re rational. That we think, then act.But most of the time, behaviour is shaped elsewhere by habit, perception, context, and a special kind of chaos.In this episode, I’m in conversation with Pratyush Pillai, Head of Behavioural Design at TinkerLabs.We explore what it really means to design for people as they are not as we assume them to be. From irrational decisions to the gap between knowing and doing, this is a deep dive into how behaviour actually works in the real world.Along the way, we cover his personal journey into behavioural design, the thinking behind TinkerLabs and what makes the practice unique, how innovation often comes from the most unexpected places, and the nuances of behaviour in the Indian context from stereotypes to social cues.There are second thoughts, contradictions, and a lot to take away on the other side of this one.Tune in!