This interview with Dr Amy Bucher highlights how behavioural science is being used in the industry to improve people's lives realistically and sustainably.Amy is the Behaviour Change Design Director for Mad Pow, based in Boston in the United States. Throughout her career, Amy has focused on crafting engaging and motivating solutions that help people change behaviour, especially related to health, wellness, learning, and financial well-being. Amy has worked as a Senior Strategist for CVS in their Digital Specialty Pharmacy, and with Johnson & Johnson Health and Wellness Solutions Group as Associate Director of Behavioural Science. Amy received her A.B. magna cum laude in psychology from Harvard University, and her M.A. and Ph.D. in organisational psychology from the University of Michigan, Ann Arbor, and excitingly is the author of the upcoming Rosenfeld Media book Engaged: Psychology for Digital Product Design.This episode provides a great overview of a very unique route into the behavioural sciences as well as the innovative ways that MadPow are developing industry leading techniques to make change happen.