The sea of services designed expressly to influence behaviors—Behavior Change as Value Proposition—is growing. Technology has allowed these services to have a more pervasive role in people's lives, influencing their everyday behaviors. We're exiting the proof-of-concept first generation and entering the second generation, where we have a deeper understanding what it means design these behavior-influencing products at scale. When targeting behavior change, how do we integrate new methods, or remix existing methods, into our design and product development process? What are the considerations when scaling a behavior change value proposition?