Episode 228: Why Product Managers Should Care About Behavioural Science

An interview with Yael Mark, a Behavioural Product Manager and Consultant

YouTube Link | Podcast Link (all platforms)

Who is Yael Mark?

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.

You may also have noticed her posting eye-catching Behavioural Science tidbits on LinkedIn, with vibrant colours and attention-grabbing headlines hitting us right in our visual cortexes.

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 on 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

External References

• Books:

  • Thinking, Fast and Slow by Daniel Kahneman

  • Misbehaving by Richard Thaler

  • Hooked by

    Nir Eyal

  • Designing for Behavior Change by Stephen Wendel

  • Product-Led Onboarding by

    Ramli John

• Examples:

  • Lyft’s color-coded sticker feature.

  • Amazon Prime’s consolidated delivery option.

  • Duolingo’s streak system.

• Publications:

  • Yael’s work is featured in The Decision Lab.

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)

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