Behavioral Debt

a field guide to the hidden cost of persuasive design

• 3 CHAPTERS · 116 PATTERNS · 38 SOURCES VERIFIED

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PROFILE // 001 CURRENTLY BUILDING OMELO

Amogh Tiwari

I build consumer software for a living, which means my job is to get people to open an app, come back, and eventually pay for it. That is also why I write about behavioral design: from inside the room where the decisions get made, not from above it.

Behavioral Debt is my attempt to map how software moves people, what it quietly costs them, and how to build the honest version. Every claim in it is meant to be checked.

Currently building Omelo, precision pet healthcare and parenting

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