Kristen Berman: recommendation

Transcript context

…Okay. So, there's hundreds of companies. There's also, I imagine, hundreds of these kind of biases and heuristics and kind of behavioral expectations of people. I'm curious, out of the work that you've done, what are the most common biases, heuristics of people that you find most useful in improving product experiences in product design? What's kind of the handful that ends up being most useful? Totally. And there are so many mistakes that humans make and we can call them biases, heuristics. Our team uses psychologies. What are the psychologies that drive us? And so, to tackle this, our team basically has created a model of behavior change. We call the three Bs. And this summarizes the most important psychologies that drive user that are important to the product manager and the marketers. We've used this at Google, Microsoft, LinkedIn, so all the companies that we work with, and they now use it. And so, the three B framework, first B is actually not a psychology, but it is the most important part of behavior change, and it should be obvious if you think about behavior change, behavioral economics, it is behavior. In order to change behavior, you have to pick a behavior that you want to change. So, companies are really good at outcomes, but just not as sharp at picking the behavior. When I say behavior, I mean action. The thing that you want someone to do. By the way, the only wrong answer here is log in. It's not about logging in, it's about what you do after you log in. And when we're consulting teams, it would be like... We need to get uncomfortably specific, we say. Just really specific in the behavior. So, example, if I'm Peloton PM and I'm working on the app, I would say something like, "Within seven days of somebody starting the app, they do two 10-minute workouts with two different instructors. " Now, obviously that is wildly specific and you'd probably be very happy if they did one workout with one instructor, but the reality is if you don't define that behavior you're going to change. You can't actually define the psychologies that affect someone's decision making when doing that behavior. So, that's the first B. Second B, again, is probably pretty obvious and is very critical. It's just barriers. So, we need to reduce the barriers to doing the behavior. And there are two types of barriers we look at. One is logistical. So, this is just the stuff in our way; could be entering a credit card, could be any form field. And then, the second is cognitive. So, the cognitive barriers get in our way as well. These are things like uncertainty aversion. This is optimism bias, information aversion. These are the things that would prevent... Status quo, big one. It's just you do the same thing today that you did yesterday. Your job is- Please. Can you talk about those three? Just through out there, just briefly. I'm curious about the specific biases while we're there.…

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