• Amy_Bucher_005I am the Chief Behavioral Officer at Lirio, where I lead our Behavioral Science team and work alongside some amazingly smart people with diverse backgrounds in engineering, mathematics, science, and health to build Precision Nudging™ tools that help people overcome barriers on their health journeys.
  • I’m the author of Engaged: Designing for Behavior Change, published by Rosenfeld Media. This book is an introduction to behavioral design for UX and design professionals who may not have much of a background in behavioral science. It was named a Kirkus top indie book of 2020.
  • My research interests include:
    • Designing with the self-determination theory of motivation
    • Personalization at scale for behavioral interventions
    • Social relationships/connections and their effect on well-being and performance
    • Happiness and resilience
    • Health behaviors such as medication adherence and physical fitness.
  • I don’t take consulting projects at this time. I’m happy to help refer you to some of the wonderful experts in my network if you have a specific need around behavioral science, behavioral design, or a related topic.
  • This is a personal site; while I speak from a place of professional experience, these are my views and not necessarily those of my past or present employers. These are definitely not the views of my enemies, because that would cause some cognitive discomfort, wouldn’t it?

Professional Experience

Lirio, Knoxville, TN & Franklin, TN
Chief Behavioral Officer (1/2022 – present)
Vice President of Behavioral Design (5/2021 – 1/2022)

Mad*Pow, Boston, MA
Vice President of Behavior Change Design (1/2020 – 5/2021)
Behavior Change Design Director (4/2016 – 1/2020)

CVS Health, Boston, MA
Senior Manager, Specialty Digital Strategy (5/2015 – 4/2016)

HealthMedia -> Wellness & Prevention, Inc. (A Johnson & Johnson Company), Ann Arbor, MI; later renamed Johnson & Johnson Health and Wellness Solutions, New Brunswick, NJ
Associate Director, Behavioral Science (1/2011 – 4/2015)
Manager, Specialty Solutions Tailored Media Group  (5/2008 – 1/2011)

Big Communications, LLC, Ferndale, MI
Research Manager, Innovation Team  (8/2006 – 5/2008)

Freelance Behavioral ConsultantVarious (2006- 2021)

University of Michigan Department of PsychologyAnn Arbor, MI
Graduate Student Instructor (GSI) and Graduate Research Assistant (9/2001 – 4/2006)


University of Michigan, Ann Arbor, MI
Ph.D. and M.A. in Psychology (Organizational)

Harvard University, Cambridge, MA
A.B. magna cum laude in Psychology; Foreign Language Certification in Spanish

Volunteer and Community Organizations