Amy Bucher is Chief Behavioral Officer at Lirio at Mad*Pow and author of our newest book, Engaged: Designing for Behavior Change. Amy has a PhD. in Psychology, so you’d be forgiven for assuming that she works in academia. Instead, she ended up at an agency where she focuses on healthcare and the many different motivational factors that are at play in the way people live their lives. In this episode, Amy and Lou Rosenfeld discuss the ethics of data collection, self-determination theory, fitness apps, her new book, and more.