Behavioural Science + Product Innovation = ❤️

Behavioral Science +
Product Innovation = ❤
FITC Spotlight UX | @bermonpainter

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Behavioral Science + Product Innovation = ❤ | @bermonpainter 2

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Behavioral Science
Behavioral Economics
User Experience
Product Innovation
+
+
=

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

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

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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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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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“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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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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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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3
Motivating Action
Motivation is the driving force behind our actions based on our need for autonomy,
mastery, and purpose.

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“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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4
Being Biased
Systematic errors in thinking that affect the decisions and judgments individuals make.

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P A R T I I I
Changing
Behaviors

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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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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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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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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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“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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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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Knowing where to dig
is more important
than the digging itself

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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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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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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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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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What questions
do you have?

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Behavioural Science + Product Innovation = ❤️

Behavioural Science + Product Innovation = ❤️

Bermon Painter

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