Behavioral Design Lead, AI Health Behavior Change

Most digital health products are built to collect data, display scores, and drive short-term engagement. Prime Health is being built for something deeper: lasting behavior change. We are designing a health intelligence platform that helps people move from “I should be healthier” to “this is who I am.” That means small early wins, adaptive reinforcement, context-aware nudges, and an AI companion that knows when to guide, when to encourage, when to challenge, and when to stay quiet. Our core behavioral design principle is simple: The value delivered must always exceed the friction asked. This role owns one of the most important layers of Prime Health: the behavior-change architecture that turns data into action, action into habit, and habit into identity. About Prime Health People do not lack health data. They lack a trusted system that helps them understand what matters, what to do next, and how to stay consistent long enough for change to become part of their life. Prime Health Technologies is building an AI-powered health intelligence platform for governments, insurers, and large populations. At the center is our conversational AI health companion, which transforms wearable data, labs, lifestyle inputs, and daily behavior into personalized guidance. As you know, intelligence alone is not enough. For Prime to work, the product must understand human behavior: motivation, resistance, relapse, identity, timing, emotion, confidence, friction, and environment. This role helps architect that layer. Who we're designing for We are designing primarily for everyday people, not biohackers, elite athletes, or already-optimized users. Our core user is someone who knows health matters but has struggled to make it stick. They may have tried diets, fitness plans, apps, wearables, or challenges before, only to fall back into old patterns. They do not need more shame, more complexity, or another dashboard full of data. They need a system that meets them where they are, creates early wins, builds trust, reduces friction, and gradually helps them become the kind of person who sees health as part of their identity. Our job is to guide that progression with precision, empathy, and behavioral science. The Role You will help define how Prime Health moves users through a progression from awareness to action, from action to consistency, and from consistency to identity. You will translate behavioral science into product systems: phase logic, reinforcement schedules, AI feedback rules, nudge timing, habit loops, relapse recovery flows, and personalized intervention frameworks. You will work closely with the founders, AI/product team, engineering, nutrition, movement, sleep, and clinical advisors to ensure ELIA does not just give good advice, but delivers the right intervention, at the right time, in the right tone, with the right amount of friction. The ideal candidate is both scientifically grounded and deeply practical. You can think in theory, but you build in flows, prompts, product requirements, experiments, and user journeys. What You’ll Build In the first phase, you will help create the behavioral foundation for Prime Health, including: A behavior-change journey map from onboarding through long-term identity formation The phase logic for user progression, including early wins, habit formation, autonomy, and maintenance Our health companion’s feedback architecture, including tone, timing, mirroring, accountability, encouragement, and challenge. A reinforcement playbook that defines when to use points, streaks, rewards, social reinforcement, reflection, progress visibility, and intrinsic motivation A nudge and intervention framework for nutrition, movement, sleep, stress, recovery, and metabolic health Behavioral guardrails that prevent guilt, shame, over-notification, false urgency, and all-or-nothing thinking A relapse and recovery system that helps users re-engage without feeling like they failed Product experiments and success metrics to test whether the behavioral system is working What you'll own The behavior-change architecture Design the progression from low confidence and low consistency to internalized health behavior and identity. This includes phase logic, habit loops, reinforcement schedules, autonomy-building, and long-term maintenance. The intrinsic motivation arc Define how Prime gradually shifts users from external motivation, such as points, reminders, streaks, and challenges, toward internal motivation, self-efficacy, confidence, and identity-based behavior. ELIA’s behavioral voice and feedback rules Define how ELIA should communicate across different moments: encouragement, education, accountability, correction, celebration, relapse recovery, and difficult health feedback. This includes mirroring rules, tone modulation, and standards for what ELIA should say, avoid, suppress, or escalate. Nudging and choice architecture Design defaults, pathways, prompts, reminders, timing logic, social norms, and decision simplification across the product experience. Behavioral workflow libraries Help build Prime’s proprietary behavior-change workflows, such as poor sleep recovery, missed workout re-engagement, low protein meal correction, high glucose plus low activity, stress and poor HRV, weight-loss plateau, and relapse recovery. Reinforcement guardrails Protect the user experience from guilt-based messaging, punishment language, artificial hype, empty praise, excessive notifications, and all-or-nothing streak pressure. The Value:Friction Ratio Ensure every request we make of the user earns its place. Logging, answering, confirming, tracking, or acting must deliver enough value to justify the effort. Behavioral measurement and experimentation Work with product and data teams to define how we measure behavioral progress, including adherence, re-engagement, habit consistency, self-efficacy, friction tolerance, and long-term retention. What Success Looks Like You are successful in this role if Prime Health can clearly answer: ● What stage is this user in behaviorally? ● What is the smallest action that would create progress today? ● What kind of reinforcement does this user need right now? ● When should ELIA encourage, challenge, educate, simplify, or stay quiet? ● How do we help a user recover after falling off track? ● How do we reduce friction without reducing accountability? ● How do we know whether the system is creating real behavior change, not just short-term engagement? Required Experience ● 5+ years in behavioral science, behavior change, habit formation, behavioral product design, or related applied work ● Experience designing behavior-change systems inside products, apps, digital health platforms, coaching systems, AI products, or consumer behavior platforms ● Strong understanding of habit formation, self-determination theory, identity-based behavior change, behavioral economics, choice architecture, and reinforcement principles ● Ability to translate behavioral science into practical product requirements, user journeys, prompts, experiments, and feedback systems ● Comfort collaborating with founders, product teams, engineers, designers, clinicians, and domain experts ● Strong writing and systems-thinking ability ● High judgment around user psychology, especially avoiding shame, guilt, manipulation, over-notification, or false urgency Preferred ● Master’s or PhD in psychology, behavioral science, behavioral economics, health psychology, human-computer interaction, public health, or a related field ● Experience in digital health, chronic disease prevention, metabolic health, wellness, AI companions, coaching platforms, or behavior-change apps ● Familiarity with AI product design, conversational agents, prompt architecture, or adaptive personalization systems ● Experience designing experiments, A/B tests, or behavioral metrics