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Behavioral Science for Product Managers

In your daily work, you’re forced to make a lot of decisions that anticipate how your customers will behave. You may be designing a new feature or creating a marketing campaign. You may be setting the vision and roadmap for the whole product.

Summary

In your daily work, you’re forced to make a lot of decisions that anticipate how your customers will behave. You may be designing a new feature or creating a marketing campaign. You may be setting the vision and roadmap for the whole product.

Implicit in all of these decisions are assumptions you are making about human behavior. Behavioral science is your short cut. There are thousands of academic papers that study decision-making. If you’re not paying attention to this massive knowledge base, you’re likely going to misfire on some things – and the worst part is – because you’re moving so quickly through decisions, you may never even realize how good things could have been.

This workshop is an intensive deep dive that will help you better understand how your customers make decisions, the tools behavioral scientists use, and how you can apply behavioral insights to your job.

The workshop is lead by Evelyn Gosnell, Managing Director at Irrational Labs. Irrational Labs is the premier behavioral science consulting and design firm co-founded by Dan Ariely.

Who is it For

This workshop is for Product leaders – including executives, product managers, designers, and others who are decision makers in the customer experience. You’ll advance your career with a deeper and differentiated understanding of customer psychology. You’ll drive your business results by immediately being able to apply learnings to your company priorities.

Key Takeaways

  • The top psychologies impacting your customers’ decision making
  • Actionable insights on how to leverage behavioral science in your product and feature development
  • The “3B framework” for behavior change: Solve for human biases (used by companies like Google and Facebook)
  • Tools, like a behavioral diagnosis, that help you evaluate your current product experience and prioritize changes

More about the day

What we will achieve

  • Fast-paced rapid-fire overview of the main psychologies your customers will face
  • Understand why people make the decisions they do, and how to influence them for the better
  • Learn the framework for the 3 most important steps for behavior change
  • Get real-world case studies on how behavioral insights have transformed outcomes

Hands-on exercises include

  • Hands-on practice using behavioral insights to identify gaps in your product
  • Deep dive on the tactics that motivate your customers to act
  • Practice applying the 3B model of behavior change
  • Behavioral diagnosis & action steps

Prerequisites

Whilst not a requirement, you will get the most out of the workshop if you read Putting back users to the forefront: sustainable engagement tips from behavioral science and Irrational Labs’ Behavioral Design Guide.

The instructor

Evelyn Gosnell
Head of Product

Evelyn is Managing Director at Irrational Labs and frequent speaker in behavioral economics and consumer psychology.

She is an expert in helping companies use the science of decision-making to better understand how real people think and behave, thereby creating better products and services for them.

Evelyn leads Irrational Labs’ Behavioral Economics Bootcamp, an immersive training program for product leaders looking to use behavioral insights in product development.

Evelyn was previously the Head of Product Development and Behavioral Science at Shapa, a health startup founded by behavioral scientist Dan Ariely.