Designing the systems that drive behavior.
A behavioral systems consultancy by
Jonathan Pierce. Turning buyer psychology into behavioral systems
that drive revenue.
Over the last 16 years, I’ve worked with
teams at
Dropbox,
Goldman Sachs,
Nestlé Purina,
and
Bass Pro Shops
as a Staff Product Designer. What I learned
is simple: people don’t experience products
as features or screens, they experience
feelings that shape trust, confidence, and
momentum.
As AI accelerates how products are built and
decisions are automated, those feelings
matter more than ever. I work with
leadership and design teams to understand
how users form beliefs and I translate that
understanding into systems that guide
behavior and support sustainable growth.
The most successful brands care deeply about
how their products make people feel at every
touchpoint. If that belief resonates, I’d
love to explore what we could build
together.
Jonathan Pierce
Founder
Fragmented structures create fractured experiences.
Customers don’t experience teams, roadmaps, or org charts. They experience your business as a whole, making fast judgments that shape how they see your brand. When internal boundaries drive the work, those seams surface as broken flows, mixed signals, and experiences that quietly erode trust.
Great products, flat behavior
Teams invest in design and features, yet customer behavior stays the same. The product improves, but adoption, engagement, and conversion stall.
Features over decisions
Roadmaps optimize what users can do, not why they choose to do it. Without intentional decision design, progress remains incremental.
Growth without structure
Funnels, prompts, and experiments pile up without unifying logic. Growth becomes fragile, dependent on constant effort, instead of reinforced behavior.
Brand and reality diverge
The brand promises one thing. The product delivers another. Customers struggle to understand what’s valuable, leading to price sensitivity and weak differentiation.
Designing the systems behind behavior.
Instead of optimizing isolated moments, I focus on the full experience people actually have. By designing how those moments connect, I help teams create products that feel clear, trustworthy, and easy to move forward with.
Decisions become predictable
People don't behave randomly. They respond to cues, constraints, and incentives. By shaping the decision environment, behavior becomes easier to anticipate and influence.
Value becomes felt, not explained
Customers experience value instead of being told about it. Brand, product, and pricing all reinforce the same signal, reducing friction and hesitation.
Growth becomes structural
Growth isn't driven by constant tactics or pressure. The right behaviors are reinforced naturally over time.
Teams align around outcomes
Behavioral systems create a shared lens across product, design, growth, and leadership. Teams stop optimizing in silos and start designing toward the same behavioral outcomes.
Turn user research into revenue architecture.
We start by understanding how your users think and act. Then we identify the levers shaping behavior, test what’s working and what’s blocking change, and redesign the system to drive the outcomes that matter most.
How it works:
Services
Behavioral Systems Mapping
Understand why people choose, or don’t choose your product. Map journeys, incentives, and touchpoints to design experiences that drive adoption and loyalty.
Product & Growth Strategy
Identify the behavioral levers that move metrics—acquisition, activation, retention, and monetization—so growth is systemic, not sporadic.
Brand & Perceived Value Design
Ensure the value your brand promises is the value users experience. Align messaging, positioning, and product to create coherent, high-impact perceptions.
Product & Experience Design
Architect products and services that guide the right behaviors, reduce friction, and make value obvious, so users act in ways that align with business goals.
Behavior-Focused Workshops
Break down silos so teams work toward the same behavioral outcomes. Align incentives, workflows, and KPIs to reinforce desired results across the business.
Design Systems & Pattern Libraries
Codify the patterns that drive behavior. Translate strategy into reusable components and interaction principles so every release strengthens clarity, trust, and momentum.
Who this is for
Pierce & Co. works with product and business leaders navigating complexity who need clarity to move forward. This is for teams building or evolving products, platforms, or organizations where decisions are high-stakes, systems are interconnected, and behavior matters—whether that’s customer adoption, internal execution, or long-term growth.
You may be scaling, modernizing legacy systems, launching something new, or untangling years of accumulated complexity. If you’re looking for thoughtful partnership—not just execution—to design systems that influence how people think, decide, and act, this work is for you.
Background
Pierce & Co. is led by Jonathan Pierce, a behavioral systems architect with over 16 years of experience designing products and organizational systems at scale. His work sits at the intersection of strategy, design, and behavioral science—helping teams turn ambiguous challenges into clear, actionable systems.
He has partnered with companies ranging from high-growth startups to large enterprises, focusing on how structure, incentives, and design choices shape real human behavior. Pierce & Co. brings senior-level thinking without the overhead of a traditional agency, providing focused expertise, clear perspective, and hands-on collaboration to teams who need to make meaningful progress, fast.
Select partnerships, high impact
I take on a limited number of clients each year. Every engagement begins with a conversation to assess the challenge and ensure we can make meaningful progress together.