Product Development
Creating an optimal product solution is both an art and a science. On one hand, it must meet consumer needs, provide value, and - ideally - be profitable. On the other, it must be aesthetically pleasing, rewarding to interact with, and the encounter should feel seamless. To achieve these goals, you must know your market, your competition, and your resources. And, perhaps most importantly, you must know the headspace of your consumer. By designing with their pain points, emotional state, and internal motivations in mind, you create more than a product. You create an experience.
Design & Development
I work with designers to conceptualize and create experiences that are informed by, and mindful of, behavioral science, cognitive biases, behavioral economics principles, and theories of behavior change. Utilizing a psychological framework in product development can produce powerful personalized user experiences.
behavior change
What factors make it likely that we can change and sustain that change over time? Well, it depends. Different strategies are necessary for complex behaviors (eating more healthfully, drinking less) than simple ones (clicking on a page, flossing your teeth). I identify the type of behavior desired, and recommend change techniques tailored to a customer’s needs, motivations, and readiness resulting in an emotionally intelligent and behaviorally-informed product.
Cognitive Biases
Now, more than ever, we are bombarded with information that fights for our attention. To help us mentally filter through this factual (and fictional) ocean, we unconsciously rely on “mental shortcuts” to help us make sense of the world, come to decisions, and live our lives. I advise product teams on these shortcuts and offer design strategies so that customers are more likely to behave in ways that are consistent with their values and goals when using a product.
behavioral economics
We’d like to think that when it comes to decisions we are rational human beings. But, as it turns out, even under the best circumstances (relaxed and well-rested), this is stretching it. When we make everyday decisions there are many ways unseen forces impel us to decide, act, or choose in particular ways. I advise product teams on creating effective behavioral “nudges” so customer’s remain engaged and feel rewarded throughout the product experience.
Market Research & Discovery
I partner with product teams and business strategists to identify opportunities. I use customer interviews, surveys, personas, and journey maps to understand the customers’ contextual behavior surrounding a potential opportunity. This is because products based on user behavior can be substantially more impactful on engagement and conversion rates than ones based on common demographics. Utilizing a psychological framework for research and discovery results in a more complete understanding during the following phases:
OpportunitY ASSESSMENT
I provide input on (1) business models (e.g., Lean Canvases), and (2) analyses (e.g., feasibility studies, SWOT analysis) to help determine prospects for success.
PROBLEM/SOLUTION Fit
I consult with product teams to create lightweight MVPs to validate whether customers (1) believe the pain point should be solved, (2) are invested, and (3) will pay.
Product/market Fit
I partner with product managers to validate whether a prototyped solution is valuable to the customer, feasible, and usable.