Are We Irrational? Is That Bad?

"Irrational" has become a dirty word.

It’s often thrown around to suggest something is broken  that humans are somehow flawed, inconsistent, or not good enough.

But here’s a different take:

What if irrationality is just another word for being human?

At TinkerLabs, we work at the intersection of behavioural science and design thinking. And we’ve learned that irrational behaviour isn’t a bug it’s a clue.

It’s the human fingerprint on every system we build.

System 1, Meet Design Flaw

When people behave “irrationally,” it’s often a signal that something in the environment isn’t working the way it should.

●    The system wants them to do X.
●    But they consistently do Y.

Rather than blame the user, it’s often smarter to question the system.

Because that’s where design can make a difference.

A Real Example: Speed is a Feeling, Not a Fact

While working with a financial services client, we asked users which UPI payment app they thought was fastest.

Most said Google Pay.

But the data showed something else: PhonePe was technically faster.

So why the contradiction?

Because GPay’s clean UI felt faster.

The perceived simplicity nudged the brain to believe it was more efficient.

This is classic System 1 behaviour fast, instinctive, impression-driven overriding more analytical System 2 thinking.

And there’s nothing wrong with that.

If anything, it’s a reminder:

Good design isn’t just about speed.

It’s about how speed feels.

Behavioural Design Starts with Irrationality

As a design thinking company rooted in behavioural science India, we don’t start with what people should do.

We start with what they actually do and why.

Some examples:

●    “I’m overweighting one factor instead of considering all of them.”
●    “I’m reacting to how the message is framed, not what it says.”
●    “I’m ignoring risk because I feel lucky.”
●    “I’m giving up efficiency for surety, ease, or respect.”
This isn't an error.

It’s behaviour that is shaped by context, design, emotion, and lived experience.

The Role of the Designer

The role of a behaviour designer isn’t to “correct” irrationality.

It’s to understand it, frame it, and design around it.

Because when you ignore irrationalities, your solution may look perfect on paper but fail in the real world.

When you design with them, you create experiences that:

●    Feel intuitive

●    Respect human instinct

●    Drive outcomes more effectively

That’s where human centered design in India needs to go beyond rational assumptions into emotional reality.

Final Thought

So, are we irrational?

Absolutely.

Is that bad?

Not at all.

It’s what makes us storytellers, risk-takers, community-builders, and spontaneous thinkers.
And in the hands of the right designer, it’s also what helps us build better systems.

Irrationality is not a flaw.
It’s the first clue in a better design.

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