If you had asked me a few years ago where my career would take me, I would have told you marketing, project management, and perhaps the growing world of clean technology. I would not have guessed that one day I would be studying Applied Behavior Analysis (ABA) and working toward becoming a Board Certified Behavior Analyst (BCBA).
Yet here I am.
In May 2026, I began the Applied Behavior Analysis Certificate program at UMass Global, taking the next step in a journey that has already challenged me, inspired me, and changed the way I see the world.
This blog, Behavior by Design, is where I will share that journey.
A Career Built on Understanding People
Throughout my career, I have worked in marketing, business strategy, project management, and most recently in the cleantech sector. Whether I was developing marketing campaigns, managing projects, or helping organizations communicate their value, one thing remained constant: understanding human behavior.
Marketing is, at its core, about behavior.
- Why do people click a link?
- Why do they make a purchase?
- Why do they ignore some messages and respond to others?
- Why do some habits stick while others disappear?
While marketing often relies on psychology, consumer insights, and data analytics, ABA takes the study of behavior to an entirely different level. It offers a scientific framework for understanding how behavior is learned, maintained, and changed.
The more I learned about ABA, the more fascinated I became.
Discovering Applied Behavior Analysis
My introduction to ABA was not through a textbook. It was through working directly with children and families.
As a behavior therapist, I had the opportunity to support learners in developing communication skills, increasing independence, and overcoming behavioral challenges that affected their daily lives.
What struck me most was the power of small changes.
- A child requesting a preferred item independently.
- A student successfully completing a classroom task.
- A learner using a coping strategy instead of engaging in challenging behavior.
These moments may seem small to an outside observer, but they often represent months of effort, collaboration, and growth.
I quickly realized that ABA is about much more than behavior reduction. At its best, it is about helping individuals gain skills that improve their quality of life.
That realization inspired me to pursue further education and eventually work toward BCBA certification.
Why UMass Global?
When I began exploring ABA certificate programs, I wanted a program that would provide a strong foundation in behavioral science while allowing me to continue working and gaining practical experience.
UMass Global offered the flexibility, coursework, and academic rigor I was looking for.
As a student in the program, I am learning about topics such as:
- The principles of behavior
- Reinforcement and motivation
- Measurement and data collection
- Functional behavior assessment
- Behavior intervention planning
- Ethics in behavior analysis
- Research methods and evidence based practice
While the coursework can be challenging, it is also incredibly rewarding because every concept connects directly to real world situations.
Seeing Behavior Everywhere
One unexpected side effect of studying ABA is that I now see behavior everywhere.
I notice reinforcement in everyday interactions.
I think about motivating operations when I am deciding whether to tackle a difficult task.
I catch myself analyzing habits, routines, and environmental influences in ways I never did before.
Behavior analysis has become a new lens through which I view the world.
The funny thing is that this happens whether I am studying, working, traveling, or even shopping.
Once you start learning ABA, it is hard to turn it off.
Why I Started This Blog
There are many excellent ABA resources written by experienced BCBAs, researchers, and educators.
This blog is different.
Behavior by Design is not intended to be an expert resource.
It is a student’s journey.
It is a place where I can document what I am learning, share insights from coursework, reflect on field experiences, and connect with others who are curious about behavior and learning.
I hope this space will be useful for:
- Fellow ABA students
- RBTs and behavior technicians
- Future BCBAs
- Parents and caregivers
- Educators
- Anyone interested in understanding human behavior
Most importantly, I hope it serves as a reminder that growth is a process. Every BCBA was once a student. Every expert was once a beginner.
Not Just ABA
While ABA will be the primary focus of this blog, I also believe that professional growth does not happen in isolation.
Life is more than coursework and certifications.
Along the way, I will share a few of my other interests, including travel, fashion, personal development, and the experiences that shape who we are outside of our careers.
Think of this blog as a blend of behavioral science, professional development, and life’s little adventures.
Because behavior happens everywhere.
Looking to the Future
As I begin this journey toward BCBA certification, I know there will be challenges, questions, successes, and plenty of learning opportunities ahead.
I am excited to document the process, share what I am discovering, and connect with others who are on similar paths.
Whether you are an ABA professional, a student, a parent, or simply someone who enjoys learning about human behavior, I am grateful you are here.
Welcome to Behavior by Design.
Let’s learn, grow, and design positive change together.
Rose Ally
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