Product managers often rely on qualitative research (surveys) to dictate their product development processes, but behavioral science demonstrates that the customer’s word is often unreliable due to cognitive biases at play. The evolving world of product design & development requires that product leaders incorporate the science of human behavior in a more rigorous way than just relying on instinct.
Kristen can speak to the gap between what customers say versus what they actually do, and how understanding this gap will lead to building better products. The key differentiator between traditional product managers and behavioral product managers is behavioral design. She will explain why behavioral design is a crucial part of the product development process and how to employ it when developing a new product or iterating on an existing one.
About the Speaker
Kristen Berman, Co-Founder, Irrational Labs
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 wellbeing for low to middle Americans.
She was on the founding team for the behavioral economics group at Google, a group that touches over 26 teams across Google, and hosts one 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. Before designing, testing and scaling products that use behavioral economics, Kristen was a Sr. Product Manager at Intuit and camera startup, Lytro.