The Irrational Mind | With Kristen Berman

Christine May helped spearhead behavioral science at Noom, shaping it into an engine for user segmentation and accountability. As their former Head of Behavioral Science, she championed Noom’s “big picture” motivation model—tying everyday habits to goals—and played a role in scaling one-on-one coaching into a digital system for millions. Now, Christine helps consumer tech startups build habit-forming experiences rooted in evidence-based psychology.In our conversation, we explore:The book club principle: How to embed accountability in features customers actually wantWhy 90% of users reject direct accountability features (and how to solve this)How Noom's lengthy sign-up flow acts as a commitment filterThe counterintuitive confidence level that predicts user successWhat makes fixed-length plans more effective than endless subscriptionsHow to design rewards around behaviors instead of outcomesThe unexpected way social desirability drives product engagementThis episode is packed with practical insights on designing for sustainable behavior change, creating effective accountability systems that users actually want, and the surprising psychology behind what motivates people to stick with challenging goals.Enjoy this episode? Rate it and leave a review. It really helps others find the podcast.Learn more about Kristen and Irrational Labs ⁠here⁠.

Marin Alsop is a world-renowned conductor and the first woman to lead major orchestras internationally. The subject of the Emmy-nominated documentary "The Conductor” and formerly Music Director of the Baltimore Symphony Orchestra, she’s Chief Conductor of the ORF Vienna Radio Symphony Orchestra and the Ravinia Festival, and Principal Guest Conductor of the Philharmonia Orchestra and the Philadelphia Orchestra. She has recorded 200+ titles and is the only conductor to receive a MacArthur Fellowship.In this episode, we explore:How giving people max autonomy drives performance How to balance elite talent with team cohesionTheories on talent selection to build top teamsThe "no shortcuts" practice philosophy This episode is great for anyone building teams. It offers powerful insights on creating excellence at scale, balancing autonomy with accountability, and fostering self-motivation. Enjoy this episode? Rate it and leave a review. It really helps others find the podcast.Learn more about Kristen and Irrational Labs ⁠here⁠.

David Gerard, a magician and mentalist hailing from Silicon Valley, intertwines his rich background in tech with the magic of user engagement. He shares secrets on how creating captivating experiences can help product teams retain users effectively. Gerard emphasizes the importance of misdirection and how it can transform user experiences, while also revealing what magicians know about building trust that companies often overlook. His insights on leveraging surprise and personalization serve as a unique guide for tech innovators.

Orson Scott Card is the author of Ender’s Game, one of the most influential science fiction novels ever written, and its sequel Speaker for the Dead, among other bestselling works. Ender’s Game is widely read in schools across the US and has been included in some educational curricula. In our conversation, we explore: His approach to creating page-turners: Why telling users what's coming beats clever "hooks"  His method of ensuring the reader understands his writing (great for design teams)  His unique perspective to character development that could help with customer interviews  The one trick Orson uses for getting real feedbackThis episode teaches product teams how to apply storytelling principles to build more engaging, intuitive products. Whether you're working on marketing, user experience, or team leadership, Orson Scott Card's insights on crafting immersive narratives that respect both audience and reality offer valuable lessons for anyone building products people love (and pay for).Enjoy this episode? Rate it and leave a review. It really helps others find the podcast.Learn more about Kristen and Irrational Labs⁠here⁠.

Kristina Gibson, an accomplished product leader with experience at Booking.com, Lyft, and Eventbrite, shares her insights on user growth strategies and A/B testing. She discusses when to rely on experimentation versus making bold strategic decisions. Kristina reveals the psychology behind last-minute purchases and how showing unavailable options can paradoxically drive conversions. The conversation dives into the power of micro-details in product listings and the delicate balance between user preferences and innovation risks. A treasure trove of strategies for shaping user behavior!

Dan Petroski is the founder and winemaker of Massican Wines. Massican was recently acquired by Gallo and is the only solely white wine producer in Napa Valley—a region famed for reds. Dan is known as a world-class marketer, combining storytelling, positioning and distribution insights to make Massican what it is today. In our conversation, we discuss:The theory of pricing (and the sweet spot in wine pricing)Why you should build your distribution channel before the productThe key to building a premium brand experienceMassican’s secret for reducing risk in a very risky marketHow to use language to build customer confidence This episode is packed with fresh insights onpricing psychology,brand storytelling, and the art (and behavioral science) of crafting memorablecustomer experiences.Enjoy this episode? Rate it and leave a review. It really helps others find the podcast.Learn more about Kristen and Irrational Labs⁠⁠here⁠⁠.

Joel Burgess, co-founder of Soft Rains and director at Capybara Games, alongside Dan Vader, Creative Director at Capybara, dive into the intricate world of game design. They discuss how onboarding can shape player retention and the role of strategic game mechanics in fostering engagement. The duo offers insights into pricing psychology and leaderboard dynamics, while sharing tips on balancing complexity in gameplay. Their innovative approach in designing Grindstone emphasizes character evolution and evolving game dynamics, making for a compelling conversation.

Cal Thompson, VP of Product Design & Research at Headspace, leads a team creating user-centered designs for meditation. He discusses key performance metrics for the app, revealing what drives user engagement and re-engagement. A small feature change boosted engagement significantly. Cal also shares insights on how pricing models impact user behavior and the importance of simplifying meditation practices. His expertise provides valuable strategies for anyone interested in habit formation and mindfulness.

Host Kristen Berman interviews Akhil Kuduvalli Ramesh, VP of Consumer Product at Yelp, about the power of Yelp reviews. They discuss the engineering behind reviews, why people write them, and how reviews promote human connection. They also explore Yelp's search processes, the benefits of being a responsive business owner, and Yelp's target diversification.

You’ve probably heard of Asana or maybe you already use it in your workplace. In this episode, Paige Costello, Core Product Leader at Asana, joins the show to explain the features that help codify and amplify some of the key components that make work to actually work. We talk about interesting concepts such as deadline visibility, social loafing, long-term planning and authentic acts of recognition. Let's take a look at what work actually is and which are the most important (and sometimes hidden) gears that create productive work environments!Jump straight into:(01:42) - The coordination layer: Asana's role in helping teams plan and achieve their work together.(05:45) - A visual connection: How Asana’s accurate deadline display turns procrastination into motivation.(10:05) - Is social loafing a real thing? Team productivity, accountability systems, being evaluated and why public tasks are so effective to overcome social loafing.(15:28) - Traction, focus and engagement drive: The tools that make it easier to break down big projects into small tasks.(21:41) - A manager’s best friend: Asana’s insights to make long-term planning and goal tracking easier.(25:37) - Setting the norm: Templates, updates and other features that help Asana work for every team structure and user.(31:03) - The power of compliments: Enabling specific and authentic acts of appreciation and the future of collaborative work management.Episode resourcesConnect with Paige Costello through LinkedInAsanaThank you for listening to The Science of Change podcast. Reach out to Kristen through LinkedIn and visit The Irrational Labs website for more information on behavioral science. This show is presented by SetSail (follow on LinkedIn)and produced by Kristen Berman and Studio Pod Media. The executive producer is Rachel Roberts. All episodes are written by Jack Bueher. Music and editing provided by nodalab.