Guest: Kristen Berman - CEO and co-founder of Irrational Labs. Kristen is an expert in behavioral science, working with companies like Google, Airbnb, and TikTok to apply psychology insights to product design. Key Takeaways: Behavioral Design Framework: Use the "three Bs" framework: Behavior (define the specific action you want to change), Barriers (identify and reduce logistical and cognitive barriers), and Benefits (highlight immediate benefits to encourage action). Increase Friction to Reduce Actions: In some cases, like reducing misinformation spread on TikTok, adding friction (e.g., a confirmation popup) can decrease undesired actions. Behavioral Diagnosis: Conduct a detailed step-by-step analysis of user interactions to identify psychological barriers and design interventions. Right for Wrong: Motivate users to do the right thing for potentially unrelated immediate rewards (e.g., pizza at polling stations to increase voter turnout). Show Immediate Benefits: Make the benefits of using a product immediately clear and tangible to drive user engagement. Topics Covered: Behavioral economics, product design, user engagement, cognitive biases, misinformation, user onboarding, behavioral diagnosis, incentives in product design.
“Behavior change isn't easy. It's complex. It's hard. It's noisy.”
“We should all be skeptical that budgeting would actually work to change the behavior that you're trying to get to.”
“Interviews are good at predicting affinity and culture fit.”
