64: Kristen Berman - Behavioral science and product growth

Summary

Kristen Berman, the Co-Founder of Irrational Labs discusses with me the psychology behind decision-making, the importance of understanding human behavior in product design, and the limitations of traditional research methods.

We are exploring the challenges of balancing friction and value in user experiences, the role of context in shaping behavior, and the need to focus on the first day of user onboarding. The concept of getting customers out of their status quo and the various strategies to achieve this, such as offering immediate benefits or making the onboarding process easier.


Takeaways
Traditional research methods, such as interviews, may not accurately predict future behavior.

The environment and user experience can significantly impact user behavior.

The first day of user onboarding is crucial for capturing user attention and driving engagement.

Context and reference points play a significant role in determining pricing and creating value for customers.


Sound Bites

"The psychology of not wanting to be cheated or feel like it's unfair can be pretty universal."

"Your job as a product person is to get me out of my status quo."

"Try to set your team up to do experiments. Starting higher is better because you can always come down if you start lower."


Chapters

00:00 The Psychology of Decision-Making and Product Growth

09:00 The Limitations of Traditional Research Methods

21:02 The Importance of the First Day of User Onboarding

24:16 Understanding the Context and Mindset of Users

27:06 Getting Customers Out of Their Status Quo

35:34 The Importance of Experimentation and Research in Pricing

43:28 Context and Reference Points in Pricing and Value Creation

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