Don't Listen To Your Customers - Do This Instead | Kristen Berman | TEDxBerlin

Kristen co-founded Irrational Labs, a behavioral product design company, with Dan Ariely in 2013. Irrational Labs helps companies and nonprofits understand and leverage behavioral economics to increase the health, wealth and happiness of their users. She also co-founded Common Cents Lab, a Duke University initiative dedicated to improving the financial well-being for low to middle Americans. Common Cents has launched over 50 experiments with companies, touching tens of thousands of people.

She was on the founding team for the behavioral economics group at Google, a group that touches over 26 teams across Google, and hosts ones of the top behavioral change conferences globally, StartupOnomics. She co-authored a series of workbooks called Hacking Human Nature for Good: A practical guide to changing behavior, with Dan Ariely. These workbooks are being used at companies like Google, Intuit, Neflix, Fidelity, Lending Club for business strategy and design work.

Before designing, testing and scaling products that use behavioral economics, Kristen was a Sr. Product Manager at Intuit and camera startup, Lytro. She built product management and marketing systems for small businesses and consumers, for domestic and international markets, for mobile and web, working on front and back end systems. The core thread throughout this all is a deep passion for understanding why people behave the way they do and then building solutions that make their lives better.

Kristen is an advisor for Loop Commerce, Code For America Accelerator and the Genr8tor Incubator and has spoken at Google, Facebook, Fidelity, Equifax, Stanford, Bay Area Computer Human Interaction seminar and more.

[TheBullOfLewisham]

Customers, are a vital part of any business. Maintaining that constant stream and flow between yourself and them can prove to be quite taxing.
Thank You

[plevin]

must watch for those interested in behavioral economics.

[nyasha]

This is why data science works, instead of asking you, they just observe your actions and design products suited for you

[tshwarelophillipmolelekikg]

Behavioral design is the future of marketing:-)Respect

[Fundrah]

SUCH a great talk, full of so much wisdom. Changing our approach to product testing!

[etoshacave]

Such a powerful talk. Bravo! I am inspired to redesign my world for the behavior change I want to create. But will I actually do it?
Favorite line: "Social media should help us connect but we are lonelier than ever"

[benjaminpackard]

this woman is the brene brown of behavioral economics. this talk is fuego.

[ivansuarez]

I also recommend Dan Ariely´s work, he is her partner and they have been working on behavioural economics for years.

[OdNadia]

Great talk, very informative and engaging!

[njbright]

My favourite expression is, "Never ask the Deer how to hunt."

[El_Diablo_]

Very charismatic lady, and great topic

[futurepreneur]

We assume, in future WE WILL BE IDEAL VERSION OF OURSELVES

Golden Statement

[abuhssankaskey]

OMG .. this is my third time to watch this video .. great job

[rizalinojuliano]

Very good talk. But it sounded like a pitch to me. "Don't use surveys, hire us to do behavioral design instead."

[SikkiSweets]

Excellent learning experience. Thank you.

[kristiyanlukanov]

Hmm, I don't get this. In UX research we're already aware that what users do is not what they say. There is a whole book about it. And, I don't think that the "behavioral diagnosis" can be a reliable and valid assessment. There are a lot of variables that play into decision making - genes, hormones at the moment, diseases, how you slept today, did you had an argument with a close friend or relative, socio-economic status, relationship status, what you ate yesterday, did you do enough exercise and many many more that we know or don't know about. How could this behavioral diagnosis can be valid and reliable? We cannot go through everything that influences behavior. Therefore, this is just another subjective guess. And it would take a huge amount of time to get it. Imagine, before every interview you ask the participant 20-30 questions about what they ate, how they slept, etc. and then going to another 20 product questions. After 1 hour people just want to leave the interview and don't care about the answers they give. Then imagine the complexity of the analysis. It just seems not applicable in the fast moving industry. Also, Kristen is trying to get you to subscribe to one of her courses and doesn't explain fully her methodology. Seems like a lot of complex words thrown to make you enroll for their courses. Better follow the established UX methodologies by Jacob Nielsen and Don Norman.

[lavanyasunder]

Awesome video! Got a lot of laughs as well :)

[deepakchaudhary]

🎯 Key Takeaways for quick navigation:

00:24 🏦 Automatic enrollment in retirement savings significantly impacts employees' retirement outcomes.
03:59 🧠 Traditional methods of asking customers about their behavior and preferences, such as interviews and surveys, are often unreliable.
09:59 📈 People often choose options because they are the default, not necessarily because they genuinely prefer them.
10:54 🧪 Behavioral design uses insights from behavioral science to inform design decisions and improve outcomes.
13:22 💡 By understanding cognitive biases, removing decision deadlocks, and shaping the environment, behavioral design can lead to meaningful behavior change.

Made with HARPA AI

[targetcarreiras]

In the financial aid experiment, wasn't them inducted to fill the document making them wrongly think that they could lose their application if they did not fill the form? I think it was an unfair comparison, you fill because you are misleading the information about the application mandatory steps.. I am a little confused with this issue. What do you think?

[kennethkingdon-korab]

She's a social scientist right? Why is she saying the person selling the product, is the problem and needs to make adjustments? Every mainstream company listens to the customer and the worst of the worst at that. At what point did a brand become separate from the people running it? That's why this sounds like. Customers are just people that work at companies. It's literally a cycle with socioeconomic differences. The more money and influence a person has, the more opportunities they have to advance or stay at the top. Everyone is buying from a brand.