One Knight in Product

Yael Mark is a behavioural scientist turned product manager, who is passionate about helping others unlock the power of user-centred product design by embracing behavioural science. She believes that understanding human behaviour and cognitive biases can drive better product decisions and stakeholder alignment, as well as make sure we do it ethically. Episode highlights:   1. Behavioural science helps product managers design for real-world users Behavioural science is the study of how people think, act, and interact with their environments. By understanding human "bugs" and irrational behaviours, product managers can create products that align with user needs, addressing pain points inside and outside the app. 2. Ethics matter when applying behavioural science It's important to align behavioural tactics with user goals. Ethical applications, like encouraging language learning with Duolingo streaks, contrast with manipulative design patterns that exploit users for profit without delivering real value. 3. Cognitive biases can be leveraged for better product outcomes Cognitive biases are the shortcuts our brains take to help us make decisions. Common biases like anchoring, cognitive dissonance, and the sunk cost fallacy have an impact in product decisions. For example, Amazon Prime uses cognitive dissonance to encourage consolidated deliveries, appealing to users' environmental consciousness while reducing costs. 4. AI offers opportunities and challenges in behavioural science AI can accelerate behavioural research by simulating user responses, though it is not yet capable of replicating cognitive biases fully, even when told to exhibit them. However, biases in AI training data may introduce new challenges, requiring vigilance in its application. 5. You can prove the ROI of behavioural science through small wins Some people will be sceptical, so it's important to tie behavioural science theory to measurable KPIs and you can use A/B testing to demonstrate value. Not everything has to be a big development effort. Even reworking copy to focus on gains instead of losses can drive changes in user behaviour. Contact Yael You can find Yael and learn more on YouTube at ProductBS or connect with her on LinkedIn Related episodes you should like: Valentine's Special! A Love Letter to Problems, not Solutions (Uri Levine, Founder @ Waze & Author "Fall in Love with the Problem, not the Solution") Understanding & Interrupting Cognitive Biases in Product Design (David Dylan Thomas, Author "Design for Cognitive Bias") Using Solution Tests to Make Sure You're Building Products Users Want (Jim Morris, Founder @ Product Discovery Group) Standing up for User Research... and User Researchers (Debbie Levitt, CXO @ DeltaCX and Author "Customers Know You Suck") Building Life-Centred Products with Collaborative Product Discovery (Sophia Höfling, Co-founder & Head of Product @ Saiga) Betting on the Value of Product Design at the Organisational Poker Table (Andy Budd, Executive & Design Leadership Coach & Founder @ Clearleft) Moving Beyond Survival and Paying Off Your Vision Debt (Radhika Dutt, Consultant and Author "Radical Product Thinking") Bjarte Rettedal's Hot Take - AI Models Should Be Under Public Ownership or Completely Transparent (Bjarte Rettedal, UX Designer)

Eisha Armstrong, co-founder of Vecteris and author of transformational books like "Commercialize" and "Productize," dives into the essentials of monetizing B2B services. She emphasizes the importance of a robust product strategy, highlighting that existing customers are often the best sales targets. Surprisingly, packaging takes precedence over pricing in attracting clients. With insights gleaned from real-world case studies, Eisha outlines the critical need for market understanding and innovative approaches to product launch, all while drawing parallels to personal growth through mountain climbing.

Andy Budd, a designer and venture partner, shares his insights on early-stage startup growth. He discusses the pivotal components of his "Growth Equation," highlighting how to optimize driving factors like audience motivation and value delivery while minimizing friction. Budd warns against founders overestimating their MVPs, stressing the need for quick market testing. He also emphasizes tailoring messaging to resonate with target audiences, illustrating the importance of aligning with customer language for successful product/market fit.

Jas Shah, a fintech product consultant in London, shares his candid insights on the often misunderstood world of product management. He reveals that the role is far from glamorous, highlighting the invisible labor involved in team coordination and balancing competing interests. Jas challenges the romanticized narratives by emphasizing the demanding nature of the job, the lack of authority, and the importance of genuine value delivery. He also touches on fintech innovations, including exciting concepts like gamified banking for children.

Victoria Sakal, a growth and go-to-market expert at Wonder, shares her insights on the costs of uninformed decision-making, introducing the concepts of 'research tax' and 'stupid tax.' She emphasizes finding the right balance between speed and quality in user research, drawing parallels from aviation and the Olympics. Victoria also explores how AI is transforming research, highlighting the importance of human expertise in interpreting data. Ultimately, she advocates for efficient strategies that leverage technology without sacrificing insight.

Boluwaji Alepaye is a product manager who works for Moniepoint, a Nigerian fintech firm that aims to power financial dreams in emerging markets. He's also an active mentor, aiming to help Nigerian product managers thrive. His hot take? That the classic product management advice that comes out of the US and Western Europe just doesn't apply to Nigeria, where market dynamics mean that you have to make very different product decisions, and even the local training courses are dominated by Western voices. Find Boluwaji on LinkedIn. If you'd like to appear on Hot Takes, please grab a time! Related episodes you should like: Supporting Product Managers & Standing Up for the Value of Product Management (Princess Akari, Founder "People in Product") Building Disruptive Products by Harnessing Power Users (Moustapha Seck, Founder @ Fluid) Making our Product Teams Stronger through Building Communities of Practice (Petra Wille, Author "Strong Product People" and "Strong Product Communities") From Physiotherapist to Product Manager (Samuel Ogunkoya, Product Manager @ ProducteevTech) Challenges & Opportunities for Africans Making Products for Africans (Abisoye Falabi, Senior Product Manager @ TradeDepot) Product Management in Africa & Dreams of an African Silicon Valley (Layo Ogunbanwo, Founder @ Practical Product) Product Processes & the Importance of Work / Life Balance (Busayomi Omotosho, Product Manager @ Softcom) Transforming your Organisation to the Product Operating Model (Marty Cagan, Author "Inspired", "Empowered" and "Transformed")

Danielle Barnes, CEO of Women Talk Design, and Christina Wodtke, renowned author and co-founder of the same platform, dive into the art of public speaking. They emphasize the power of authenticity and storytelling, encouraging speakers to embrace their unique voices. The duo discusses overcoming stereotypes and finding motivation in sharing personal perspectives. Highlighting the importance of diverse voices, they stress that impactful communication doesn’t require a big audience—just the right one. Tune in for insightful advice on becoming a confident presenter!

Mark Gray, a Senior Product Manager at Nexford University, brings 12 years of expertise in both B2B and B2C sectors. He challenges the traditional 'value divided by effort' prioritization, arguing it hampers innovation and creates a feature factory mindset. Mark advocates for engaging diverse teams in discussions to determine priorities based on desired outcomes. He also discusses the balance between quick wins and high-impact projects, emphasizing the need for intentional decision-making and collaborative dialogue in product management.

Jordan Dalladay, a product strategist at inherent ventures, shares his unconventional take on product roadmapping. He argues for a focus on risks instead of just features, promoting a risk-based product strategy. Dalladay emphasizes validating assumptions and conducting experiments to enhance product development success. He discusses navigating the challenges of implementing risk management in organizations and the importance of clear communication and documentation in prioritizing risk assessment for effective decision-making.

Chris Butler is a "Chaotic Good Product Manager" who has worked for companies like Microsoft, Google and Facebook. He's currently Staff Product Operations Manager at GitHub, and current running an online course on AI Product Design Patterns. His hot take? That product managers don't need to be technical and that it might even be a net negative to their relationship with the engineering team. Find Chris on LinkedIn and remember to check out his AI product course, "AI Product Design Patterns" . If you'd like to appear on Hot Takes, please grab a time! A message from this episode's sponsor - Leadfeeder This episode is sponsored by Leadfeeder. No more not knowing who’s coming to your website, convert more leads and get a free trial at Leadfeeder.com: Check out Leadfeeder here. Related episodes you should like: Survive the Feature Factory by Applying Product Thinking to Product Thinking (John Cutler, Product Evangelist & Coach @ Amplitude) The Five Dysfunctions of Product Management Teams (Saeed Khan, Founder @ Transformation Labs) Practice Makes Perfect: Embracing the Messy Reality of Product Management (Matt LeMay, Product Management Consultant & Author "Product Management in Practice") May Wong's Hot Take - Product Management is a Team Sport (May Wong, Product Operations Consultant & Coach) Dean Peters' Hot Take - There's More to be Said About the Instagram-ification of Product Management (Dean Peters, Principal Consultant & Trainer @ Productside) Applying Product Management Principles to Life (Miloš Belčević, Author "Build Your Way") Product Processes & the Importance of Work / Life Balance (Busayomi Omotosho, Product Manager @ Softcom) Jeremy Kirouac's Hot Take - Founders Need Product Management Training (Jeremy Kirouac, Fractional Product Leader)