A “desire line” is a well-worn path in the grass along a sidewalk or across an open patch of ground. Desire lines ignore formal routes and show where people prefer or need to traverse to get where they’re going. Desire lines are signs that designers have failed to understand and solve for the needs, wants, and behaviors of people. Our mission is to help close this gap by identifying the drivers of people’s behaviors and using this understanding to design portfolios of solutions tailored to different segments of people, each motivated by their distinct behavior drivers.