Nate Andorsky - Decoding the Why: How Behavioral Science is Driving the Next Generation of Product Design
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New Degree Press
Copyright 2020 Nate Andorsky
All rightsreserved.
Decoding the Why
How Behavioral Science is Driving the Next Generation of Product Design
ISBN 978-1-64137-550-4 Paperback
978-1-64137-551-1 Kindle Ebook
978-1-64137-552-8 Digital Ebook
In loving memory of my grandfather Henry J. Walter, from whom I continue tolearn.
My grandfather believed that life is about discovering your gift and finding a way to give it back to the world.
My hope is that his curiosityfor life, for how the world works, and for how it all fits togethercan be felt through the pages of thisbook.
Contents
How to Use This Book
Before starting your journey, review the suggestions below to help you get the most out of this book.
To get the most out of this book, first identify what you want out of the book and challenge yourself to find the answers as you read through the chapters. Ask yourself the questions below and determine where you fit in:
Are you thinking of building a product and want to know how to build it with a behavioral-first approach?
Have you created a product and are curious how to behaviorally optimize it?
Are you interested in what drives human behavior?
Are you an executive at a company with a product that has hit a growth plateau and are looking for new and innovative ways to spur growth?
Are you involved in some capacity in product creation and looking to learn what the future of product design holds?
The first chapter of each part provides an overview of what my company, Creative Science, calls behavioral drivers. Before you can understand solutions to a problem, you must understand the cause of the problem. Each subsequent chapter in that section then focuses on one idea, behavioral solution, to offset the behavioral driver. Think of the first chapter of each part as the problem were trying to solve and each subsequent chapter as a proposed solution to help overcome said problem.
As you consume the content in this book, youll combine approaches from different chapters and dream up your own behavioral solutions. Be sure to jot these down. To test your ideas, refer to chapter 18 for instructions on how to do so.
Understanding features built into a product is helpful, but without an understanding of why, much becomes lost in translation.
Grasping the psychological underpinnings of why a feature was built is where the learning happens. This understanding allows you to understand the psychology under the hood, enabling you to extrapolate and apply psychological concepts in various contexts.
Without this understanding, you fall into the bad habit of duplicating innovative features with no rationale for doing so. You see a feature that works in one context, copy and paste it wherever youd like, and then wonder why you dont see the same effectiveness.
If you work in the technology space, youll be familiar with the terms below. However, if you are unfamiliar with product design, Ive defined commonly used words in this book for your reference below:
Producta consumer-facing software product or website. A product could be a mobile app, a web application, or a website. Some examples are Acorns, Airbnb, Facebook, Twitter, etc.
Product Designthe look, feel, and experience of a product (referenced above), which could range from aesthetics to choices a designer has made for how a user navigates through a product.
User Experiencethe experience a user has when using a product such as what they may be feeling or thinking, or how hard or easy the product is to use.
Interventionrefers to a change made to a product to test the effectiveness of a behavioral science theory. For example, to show a user how much money they were spending daily, the behavioral scientist created a graph that the user would see when using the app. In this case, the intervention is the graph. Intervention is a fancy term for a change.
Useranyone who uses a product as defined above.
The examples in this book provide insight into how various theories integrate into product design. The application of these theories may seem obvious after the fact, but the road that led to those conclusions was often not. Behind every successful application of behavioral science, substantial testing of multiple approaches failed before discovering a strategy that worked.
This book is intended to give you a baseline understanding of how behavioral science integrates into product design. Still, please know that to grasp the material, youll need to put these ideas into practice.
The field of study is contextual, and small changes to an environment can change the effect of a theory or an approach. Behavioral science and its applications are not one size fits all. Simply because a theory works well in this book does not mean it will work the same way when leveraged in your product. However, this should not discourage you from integrating what you learn in this book. I cannot stress enough that it is essential to TEST. TEST. TEST. Do not assume that because a strategy learned in this book worked, it will work in your specific use case.
Go ahead and dig in. Start anywhere. Well, just not at the end. The best way to learn this material is to get your hands dirty. Take these concepts and implement them today.
It is okay to jump around.
Even though most of the chapters reference products and theories from previous chapters, each chapter can stand on its own. However, if you do jump around, I recommend reading chapter 1, as it provides a foundation for everything shared in the book. Without this foundation, you may get lost.
Give it to friends, siblings, mothers, brothers, aunts, dogs, cats, or even a gerbil. I am passionate about behavioral science, and I am a true believer that this is the next generation of product design. The more people are exposed to this approach, the better. Set a goal to lend it to at least one friend after you finish it.
I am an open book and love to chat about behavioral science and technology. To connect with me, feel free to ping me on LinkedIn (search Nate Andorsky), email me at .
THE NEW ERA OF PRODUCT DESIGN
The Next Product Revolution Will Be Psychological
Imagine youre the CEO of a homeowners and renters insurance company. Youve just left the annual board meeting with marching orders: reduce fraudulent claims by 50 percent, or find a new job come next year. The board is concerned; fraudulent claims are costing the company millions of dollars every year. To drastically reduce fraudulent claims, theyre suggesting an overhaul of the companys fraud department.
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