Amy Bucher

VP Behavior Change Design at Mad*Pow

  • behavior change
  • psychology
  • motivation
  • health
  • sustainability

Expert Credentials

Author of Engaged: Designing for Behavior Change and Vice President of Behavior Change Design at Mad*Pow, focused on researching and designing compelling solutions for healthcare and financial services


Amy Bucher, Ph.D., is Vice President of Behavior Change Design at Mad*Pow. Amy crafts engaging and motivating solutions that help people change behavior to achieve personal goals, especially related to health, wellness, learning, and financial well-being. The digital interventions Amy has helped design include health risk assessments, chronic health management programs, behavioral health interventions, and wellness programs. Amy has also worked on custom programming to support medication/therapy adherence and lifestyle changes for patients using specialty medications, medical devices, or other intensive treatments. Her research interests include motivational design, patient and user engagement, happiness, how social relationships influence health and well-being, and cross-cultural behavior change strategies. Prior to joining Mad*Pow, Amy worked with CVS Health as a Senior Strategist for their Digital Specialty Pharmacy, and with Johnson & Johnson Health and Wellness Solutions Group as Associate Director of Behavior Science. Amy received her A.B. magna cum laude in psychology from Harvard University, and her M.A. and Ph.D. in organizational psychology from the University of Michigan, Ann Arbor. Amy is the author of the Rosenfeld Media book Engaged: Designing for Behavior Change.