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Behavioural Science + Product Innovation = ❤️

Behavioural Science + Product Innovation = ❤️

Follow an in-progress effort to create a new digital experience for type 1 and type 2 diabetic patients that integrates with real-time glucose monitoring devices. The effort layers behavioural science on top of human-centred design methods to get to the root of the cognitive, social, and environmental influences that cause patients to make decisions that have a positive or negative impact on their health. An integrated patient and clinician digital experience is being developed over a 12-month period to complement other health efforts that focus on improving health outcomes.

Five Things Audience Members Will Learn
• A breakdown of behavioural science methods
• Optimal ways to layer behavioural science on top of traditional human-centred design methods
• Successful data gathering, testing, and piloting methods
• Uncovering unconscious and conscious decision making
• The need to wrap common design thinking methods with a couple of business-centric “bookends”

Bermon Painter

June 08, 2023
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  1. Behavioral Science +
    Product Innovation = ❤
    FITC Spotlight UX | @bermonpainter

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  2. Behavioral Science + Product Innovation = ❤ | @bermonpainter 2

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  3. Behavioral Science + Product Innovation = ❤ | @bermonpainter 3
    Behavioral Science
    Behavioral Economics
    User Experience
    Product Innovation
    +
    +
    =

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  4. Behavioral Science + Product Innovation = ❤ | @bermonpainter 4
    B E H A V I O R A L S C I E N C E
    Understanding how
    people’s thoughts, feelings,
    and actions lead to
    specific behaviors.

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  5. Behavioral Science + Product Innovation = ❤ | @bermonpainter 5
    B E H A V I O R A L E C O N O M I C S
    Combines our understanding
    of people’s behaviors and
    how they use their money
    or other resources.

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  6. Behavioral Science + Product Innovation = ❤ | @bermonpainter 6
    U S E R E X P E R I E N C E
    Understanding of how people
    feel when they’re using a
    product, service or other
    types of experiences.

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  7. Behavioral Science + Product Innovation = ❤ | @bermonpainter 7
    P R O D U C T I N N O V A T I O N
    Finding new ways to solve
    complex problems in ways
    that generate viable solutions
    and create value.

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  8. Behavioral Science + Product Innovation = ❤ | @bermonpainter 8
    “The integration of behavioral
    science, behavioral economics, and
    UX design principles will create
    more engaging, intuitive, and
    effective user experiences
    O P I N I O N

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  9. Behavioral Science + Product Innovation = ❤ | @bermonpainter 9
    P A R T I
    How
    We
    Think
    Behavioral Science + Product Innovation = ❤. | @bermonpainter

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  10. Behavioral Science + Product Innovation = ❤ | @bermonpainter 10
    1H O W W E T H I N K
    Intuitive & Automatic
    Our brains operate automatically, quickly, with little or no effort, and no sense of
    voluntary control. It's our intuitive, automatic, and immediate mode of thinking.
    For instance, when you see 2+2, your mind instantly comes up with the answer

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  11. Behavioral Science + Product Innovation = ❤ | @bermonpainter 11

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  12. Behavioral Science + Product Innovation = ❤ | @bermonpainter 12
    2
    H O W W E T H I N K
    Deliberate & Analytical
    Our brains operate deliberative, slow, and effortful. It's our conscious, rational,
    and analytical mode of thinking.
    Consider a more complex math problem, like 17x24, you made need to think
    about it a little more.

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  13. Behavioral Science + Product Innovation = ❤ | @bermonpainter 13

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  14. Behavioral Science + Product Innovation = ❤ | @bermonpainter 14
    “We can be blind to the
    obvious, and we are also
    blind to our blindness.
    Daniel Kahneman
    Thinking, Fast and Slow

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  15. Behavioral Science + Product Innovation = ❤ | @bermonpainter 15
    P A R T I I
    How
    We
    Decide
    Behavioral Science + Product Innovation = | @bermonpainter

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  16. Behavioral Science + Product Innovation = ❤ | @bermonpainter 16
    1H O W W E D E C I D E
    Gentle Nudges
    Subtle design choices that can influence the decisions and behaviors of
    individuals in predictable ways.

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  17. Behavioral Science + Product Innovation = ❤ | @bermonpainter 17

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  18. Behavioral Science + Product Innovation = ❤ | @bermonpainter 18

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  19. Behavioral Science + Product Innovation = ❤ | @bermonpainter 19
    Understand
    the Behavior
    Define the
    Desired Behavior
    Identify Nudge
    Opportunities
    Design
    the Nudge
    Test
    and Refine
    Evaluate
    and Monitor
    C R E A T I N G G E N T L E N U D G E S
    1 2 3 4 5 6

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  20. Behavioral Science + Product Innovation = ❤ | @bermonpainter 20
    “A nudge…alters people's behavior in a
    predictable way without forbidding any
    options or significantly changing their
    economic incentives.
    Richard Thaler
    Nudge

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  21. Behavioral Science + Product Innovation = ❤ | @bermonpainter 21
    2
    H O W W E D E C I D E
    The Ability to Choose
    Choice architecture is the practice of influencing choice by organizing the context in
    which people make decisions.

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  22. Behavioral Science + Product Innovation = ❤ | @bermonpainter 22

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  23. Behavioral Science + Product Innovation = ❤ | @bermonpainter 23
    Understand
    the Decision-
    Maker
    Define the
    Decision
    Identify
    Choices
    Design the Choice
    Environment
    Test
    and Refine
    Evaluate
    and Monitor
    C R E A T I N G C H O I C E A R C H I T E C T U R E S
    1 2 3 4 5 6

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  24. Behavioral Science + Product Innovation = ❤ | @bermonpainter 24
    3
    H O W W E D E C I D E
    Motivating Action
    Motivation is the driving force behind our actions based on our need for autonomy,
    mastery, and purpose.

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  25. Behavioral Science + Product Innovation = ❤ | @bermonpainter 25

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  26. Behavioral Science + Product Innovation = ❤ | @bermonpainter 26
    “The secret to high performance and
    satisfaction…is the deeply human need
    to direct our own lives, to learn and
    create new things, and to do better by
    ourselves and our world.
    Daniel Pink
    Drive

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  27. Behavioral Science + Product Innovation = ❤ | @bermonpainter 27
    4
    H O W W E D E C I D E
    Being Biased
    Systematic errors in thinking that affect the decisions and judgments individuals make.

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  28. Behavioral Science + Product Innovation = ❤ | @bermonpainter 28

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  29. Behavioral Science + Product Innovation = ❤ | @bermonpainter 29

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  30. Behavioral Science + Product Innovation = ❤ | @bermonpainter 30
    P A R T I I I
    Changing
    Behaviors
    Behavioral Science + Product Innovation = | @bermonpainter

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  31. Behavioral Science + Product Innovation = ❤ | @bermonpainter 31

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  32. Behavioral Science + Product Innovation = ❤ | @bermonpainter 32
    The Orchestrating Innovation Framework
    1. InnovationOps Model
    2. Innovation Program Management
    3. Innovation Delivery
    1.1 Operational Logistics
    1.1.1. Funding
    1.1.2. Structure
    1.1.3. Profit Model
    1.1.4. Talent
    1.1.5. Process
    1.2 Portfolio Management
    1.2.1. Risk Appetite
    1.2.2. Strategic Alignment
    1.2.3. Metrics & Performance
    1.2.4. Differentiation
    1.1.5. Ecosystem Building
    1.3 Experience Strategy
    1.3.1. Products, Services, Business
    Models, Processes, and Assets
    1.3.2. Channel Alignment
    1.3.3. Brand Strategy
    1.3.4. Engagement
    2.1. Vision & Objectives 2.2. Scope 2.3. Approach 2.4. Staffing Management 2.4. Metrics & Reporting 2.4. Budgeting
    3.1. Intake
    3.1.1. Qualification
    3.1.2. Opportunity Recognition
    3.1.3. Scoping & Sizing
    3.2. Discovery
    3.2.1. Primary Research
    3.2.2. Secondary Research
    3.2.3. Market Analysis
    3.2.4. Competitive Analysis
    3.3. Experimentation
    3.3.1. Frame Assumptions
    3.3.2. Create Hypothesis
    3.3.3. Brainstorm Solutions
    3.3.4. Prioritize Focus Areas
    3.3.5. Build Rapid Prototypes
    3.3.6. Validate & Measure
    3.3.7. Synthesize Learnings
    3.4. Business Case
    3.4.1. Risk Analysis
    3.4.2. Value Proposition
    3.4.3. Financial Modeling/ROI
    3.4.5. Recommendations
    3.5. Decision
    3.5.1. Go-to-Market
    3.5.2. Pivot
    3.5.3. Discontinue
    Transition & Scale
    _build Element Lab Local Market Other Partner Internal Team Nearshore / Offshore
    Partners (AWS, MS, GCP)
    A well orchestrated, disciplined, and practical approach to innovation.

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  33. Behavioral Science + Product Innovation = ❤ | @bermonpainter 33
    Behavior-Based Test & Learn Model
    A rapid prototyping model leveraging behavioral design techniques to systematically
    influence human behavior in features, products, or services.
    Understand current pain points, unmet needs, and
    gather enough data to understand what’s happening
    in order to create one or more hypothesis statements to
    explore and validate.
    EXPLORE
    DISCOVER
    OBSERVE
    DETERMINE THE OPPORTUNITY
    HYPOTHESIZE
    VALIDATE
    FRAME ASSUMPTIONS
    IDENTIFY BEHAVIORS
    CONCLUDE
    GENERATE SCENARIOS
    NARROW FOCUS
    BUILD
    MEASURE
    LEARN
    DETERMINE ALIGNMENT
    DECIDE
    Begin to understand the “what” by leveraging
    behavioral design heuristics (e.g. endowed progress,
    social proof, framing, anchoring, etc.)
    Define the problem areas and reframe them as an
    opportunity statements. Create associated
    behavioral KPI’s.
    Form initial hypothesis statements that articulate the
    action, change, and measure expected then begin to
    explore the problem-solution fit.
    Begin to explore problem-solution fit scenarios that are
    human-needs based, narrow your focus and prioritize
    what will be built and tested.
    Where you have any gaps in data or understanding,
    clearly articulate any assumptions being made.
    Identify the behaviors you want to reinforce by
    leveraging the CAR model (cues, actions, and rewards)
    Refine your earlier hypothesis statement to include your
    newly identified behaviors.
    Prioritize your scenarios based on impact/complexity,
    determine what will be built, how you will validate, and
    the appropriate prototyping fidelity and method.
    Create rapid prototypes that can easily be validated
    with end-users, measure against clear criteria, and
    document the main learnings.
    Determine the appropriate method and fidelity for the
    rapid prototype (e.g. mockup, clickable prototypes,
    simulations, stories) and only build what’s needed to
    successfully validate your hypothesis.
    Create a test plan, determine the appropriate testing
    method (e.g. usability tests, contextual inquiries, tree
    tests, card sorts) and capture data from end-users.
    Synthesize the test results and determine if the defined
    target behaviors were achieved and if the hypothesis
    was validated or invalidated. The KANO model may be
    helpful to visualize the results.
    Create your final business case and
    recommend the direction that should be
    taken based on the results.
    Articulate how well the solution aligns to core
    business and customer needs, adds value to
    the existing product or service, and the
    feasibility to implement and scale.
    Recommend a direction forward based on
    the data gathered, validity of the hypothesis,
    and alignment to core business and customer
    needs. The intent is to help the organization
    understand whether to continue to invest in
    the proposed solution or move on and
    explore other challenges.

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  34. Behavioral Science + Product Innovation = ❤ | @bermonpainter 34
    Identify Innovative
    Opportunities
    We leverage an Open Innovation
    model to train the organization how
    to think about how to solve
    challenges and uncover the most
    valuable opportunities differently.
    Align
    Teams
    We align teams around the
    problem-solution fit scenarios,
    narrow our focus and prioritize what
    will be built, tested,
    and measured.
    Explore
    Concepts
    We adopt a mix of lean, design
    thinking and agile methodologies
    to quickly explore and create new
    tangible business concepts that can
    be validated.
    Validate
    Prototypes
    We validate concepts with end-
    users, measure against clear criteria,
    and document the main learnings to
    help determine what to prioritize
    and bring to market.
    Decide what to
    Bring to Market
    We create a robust business
    case to determine which solutions
    generated sufficient value and
    should move forward and
    which should not.
    Build, Pilot
    & Scale
    We follow an agile deliver model to
    implement the chosen solutions
    and prepare for an initial pilot or full
    market roll-out with a core focus on
    driving growth.
    1-4 weeks 1-2 weeks 3-12 weeks 2-4 weeks 1-2 weeks 12+ weeks
    Putting Everything Together

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  35. Behavioral Science + Product Innovation = ❤ | @bermonpainter 35

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  36. Behavioral Science + Product Innovation = ❤ | @bermonpainter 36

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  37. Behavioral Science + Product Innovation = ❤ | @bermonpainter 37

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  38. Behavioral Science + Product Innovation = ❤ | @bermonpainter 38
    Identify Innovative
    Opportunities
    We leverage an Open Innovation
    model to train the organization how
    to think about how to solve
    challenges and uncover the most
    valuable opportunities differently.
    • Art-of-the possible workshops
    • Future-back workshops
    • Primary & secondary research
    • Competitive analysis
    • Behavioral design analysis
    • Opportunity prioritization
    • Initial hypothesis statements
    Align
    Teams
    We align teams around the
    problem-solution fit scenarios,
    narrow our focus and prioritize what
    will be built, tested,
    and measured.
    • Vision & KPI workshops
    • Problem-solution fit workshops
    • Scenario & solution planning
    • Value stream identification
    • Portfolio alignment
    • Venture partnerships
    • Innovation brief
    Explore
    Concepts
    We adopt a mix of lean, design
    thinking and agile methodologies
    to quickly explore and create new
    tangible business concepts that can
    be validated.
    • Task & workflow mapping
    • Choice architectures
    • Service blueprints
    • Feature definition
    • Brand exploration
    • Experience design
    • Rapid prototypes
    Validate
    Prototypes
    We validate concepts with end-
    users, measure against clear criteria,
    and document the main learnings to
    help determine what to prioritize
    and bring to market.
    • Validation plan
    • Contextual inquiries
    • Surveys
    • Market testing
    • Validation synthesis
    Decide what to
    Bring to Market
    We create a robust business
    case to determine which solutions
    generated sufficient value and
    should move forward and
    which should not.
    • Risk analysis
    • Value proposition
    • Market-fit results
    • ROI modeling
    • Value stream mapping
    • Roadmap alignment
    • Portfolio alignment
    • Executive presentation
    Build, Pilot
    & Scale
    We follow an agile deliver model to
    implement the chosen solutions
    and prepare for an initial pilot or full
    market roll-out with a core focus on
    driving growth.
    • Agile delivery
    • Cloud & infrastructure
    modernization
    • QA testing
    • Pilot strategy
    • Go-to-market strategy
    • Release roadmap
    • Change management
    • Transition strategy
    1-4 weeks 1-2 weeks 3-12 weeks 2-4 weeks 1-2 weeks 12+ weeks
    Product Innovation Accelerator

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  39. Behavioral Science + Product Innovation = ❤ | @bermonpainter 39
    “Effective behavior change design
    requires a deep understanding of users'
    behavior, motivations, and context, and
    the creativity to design solutions that
    meet them where they.
    Stephen Wendel
    Designing for Behavior Change

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  40. Behavioral Science + Product Innovation = ❤ | @bermonpainter
    Dowser story
    Knowing where to dig, is more important than the digging itself
    40
    Image of dowsing –
    somebody walking
    through a field (AI
    generated?)
    Berm
    on

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  41. Behavioral Science + Product Innovation = ❤ | @bermonpainter 41
    Knowing where to dig
    is more important
    than the digging itself

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  42. Behavioral Science + Product Innovation = ❤ | @bermonpainter 42
    1T H R E E T A K E A W A Y S
    Successful product innovation
    depends far more on
    knowing where valuable
    opportunities exist
    over how to innovate

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  43. Behavioral Science + Product Innovation = ❤ | @bermonpainter 43
    2
    T H R E E T A K E A W A Y S
    Altering people's behaviors require
    ethics and the presence of choice
    without significantly changing
    their economic outcomes in a
    negative way.

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  44. Behavioral Science + Product Innovation = ❤ | @bermonpainter 44
    3
    T H R E E T A K E A W A Y S
    While creativity can involve
    exploring crazy ideas, serious
    ideas must be grounded in
    viability and feasibility.

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  45. Behavioral Science + Product Innovation = ❤ | @bermonpainter 45
    M. Bermon Painter
    G L O B A L I N N O V AT I O N & D E S I G N L E A D E R
    Virtual Office Hours
    Every Friday from 7-9am EST
    https://calendly.com/bermon-painter
    Social Media
    @bermonpainter
    [email protected]

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  46. Behavioral Science + Product Innovation = ❤ | @bermonpainter 46
    What questions
    do you have?
    Behavioral Science + Product Innovation = | @bermonpainter

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