Changing Behavior with Matt Wallaert

Jun 9, 2021

Matt Wallaert, a behavioral scientist and product strategist with over twenty years of experience, dives into the intersection of behavior change and product design. He emphasizes that products should aim to change user behavior, focusing on outcomes rather than mere demographics. Wallaert discusses the importance of activating users by showing them how they create business value. Curious and engaged product managers are crucial, and Wallaert shares insights on fostering effective leadership traits in product teams.

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Intro

00:00 • 3min

From Academia to Practical Impact

02:59 • 5min

Understanding Behavior Change in Product Design

08:02 • 9min

Rethinking Success Metrics in Product Development

16:36 • 13min

Unpacking the Traits of Effective Product Managers

29:25 • 5min

The Art of Product Management

34:08 • 5min

Melissa Perri’s guest on this week’s Product Thinking Podcast is Matt Wallaert. Matt is a behavioral scientist and a product strategist. He has spent over twenty years applying behavioral sciences to practical problems. He currently holds the position of Executive Director of Behavioral Science at Frog, a Capgemini Company, where he helps organizations build their own behavioral science capabilities. Here are some key points you’ll hear Melissa and Matt talk about in this episode: Behavior change can be applied across many disciplines but its natural home is product. The point of product is to change behavior. [1:09] How Matt got interested in the world of behavioral science. [3:07] What it means to have actual outcomes for customers and how behavioral science can be used to point out what those outcomes should look like. [8:41] When doing behavioral research, segment on behaviors rather than demographics. [9:43] Behavioral statements come at the very beginning, and they describe the end. It's calling into being what hasn't yet occurred. [13:08] Activating someone means to get them engaged. "If people feel like they're creating business value, they'll be super engaged." [17:53] Product leaders need a deep understanding of the human side of product management. [26:08] The best product managers are curious people. They want to know how the system fits together and how all the processes within the system work. [30:00] How product leaders can determine if a person has cognition, and the relevant questions to ask to find out. [30:38] "If you can figure out how to change behavior naturally in the world, I can teach you the science part. I can teach you the process part. I can teach you four stages and competing pressures and all of the tricks and tips and tools that we use to make this work in the modern environment. But you have to want to be that person," Matt says. [35:19] "Product people are not status quo people. It's inherently about difference. It's inherently about change." [36:21] Resources Matt Wallaert | LinkedIn | Twitter