64: Kristen Berman - Behavioral science and product growth
Why? Why not?
Summary
Kristen Berman, the Co-Founder of Irrational Labs discusses with me the psychology behind decision-making, the importance of understanding human behavior in product design, and the limitations of traditional research methods.
We are exploring the challenges of balancing friction and value in user experiences, the role of context in shaping behavior, and the need to focus on the first day of user onboarding. The concept of getting customers out of their status quo and the various strategies to achieve this, such as offering immediate benefits or making the onboarding process easier.
Takeaways
Traditional research methods, such as interviews, may not accurately predict future behavior.
The environment and user experience can significantly impact user behavior.
The first day of user onboarding is crucial for capturing user attention and driving engagement.
Context and reference points play a significant role in determining pricing and creating value for customers.
Sound Bites
"The psychology of not wanting to be cheated or feel like it's unfair can be pretty universal."
"Your job as a product person is to get me out of my status quo."
"Try to set your team up to do experiments. Starting higher is better because you can always come down if you start lower."
Chapters
00:00 The Psychology of Decision-Making and Product Growth
09:00 The Limitations of Traditional Research Methods
21:02 The Importance of the First Day of User Onboarding
24:16 Understanding the Context and Mindset of Users
27:06 Getting Customers Out of Their Status Quo
35:34 The Importance of Experimentation and Research in Pricing
43:28 Context and Reference Points in Pricing and Value Creation
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Irrational Labs Pricing Questionnaire: https://irrationallabs.com/pricing-resources/
Kirsten’s LinkedIn: https://www.linkedin.com/in/kristenberman/
Leah’s LinkedIn: https://www.linkedin.com/in/leahtharin/
Season 4 of the Product Tea
We spill the tea on how to Go to Market through Product-led Sales and Product-led Growth in B2B and the realities of senior leadership.
“The first day of user onboarding is crucial for capturing user attention and driving engagement.” - this is actually true. In my current workplace, we did an experiment with the first mail that goes to onboarding users and there were found the cohort that was sent a personal touch retained more than the usual CL.