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Kristen Berman is the CEO and co-founder of Irrational Labs, where she helps companies like Google, Airbnb, PayPal, Microsoft, and LinkedIn improve their products and services through behavioral design research. She is also the co-founder of Common Cents Lab, a Duke University initiative dedicated to improving the financial well-being of low- to middle-class Americans. In today\u2019s episode, Kristen shares the 3B Framework of Behavioral Design and uses real-life examples to illustrate what influences behavior change and the common biases that get in the way of building successful products. She also explains how to keep users engaged and how you can implement behavioral design research to drive innovation and growth.

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Find the full transcript here: https://www.lennyspodcast.com/using-behavioral-science-to-improve-your-product-kristen-berman-irrational-labs/#transcript

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Where to find Kristen Berman:

\u2022 Twitter: https://twitter.com/bermster

\u2022 LinkedIn: https://www.linkedin.com/in/kristenberman/

\u2022 Website: https://irrationallabs.com/

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Where to find Lenny:

\u2022 Newsletter: https://www.lennysnewsletter.com

\u2022 Twitter: https://twitter.com/lennysan

\u2022 LinkedIn: https://www.linkedin.com/in/lennyrachitsky/

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Thank you to our wonderful sponsors for making this episode possible:

\u2022 Flatfile: https://www.flatfile.com/lenny

\u2022 Whimsical: https://whimsical.com/lenny

\u2022 Lenny\u2019s Job Board: https://www.lennysjobs.com/talent

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Referenced:

Learn more behavioral science:

\u2022 3B Behavioral Design Framework https://miro.com/miroverse/3b-behavioral-design-framework

\u2022\xa0Irrational Labs newsletter, with latest BE and behavioral design insights: https://irrationallabs.com/newsletter/\xa0

\u2022 Join the Behavioral Design Online Bootcamp (use code \u201cLenny\u201d for 10% off): https://behavioraleconomicsbootcamp.com/

\u2022 Get the 3B Framework: https://irrationallabs.com/3bs-download/

\u2022 Behavioral Design & Diagnosis Cheat Sheet: https://irrationallabs.com/download-behavioral-design-guide/

\u2022 The 16 Critical Cognitive Biases (Plus Key Academic Research): https://irrationallabs.com/blog/cognitive-biases-and-academic-research/

\u2022 Behavioral Game Design: 7 Lessons: https://irrationallabs.com/blog/behavioral-game-design-7-lessons-from-behavioral-science-to-help-change-user-behavior/

\u2022 Predictably Irrational: The Hidden Forces That Shape Our Decisions:\xa0 https://www.amazon.com/Predictably-Irrational-Revised-Expanded-Decisions/dp/0061353248/

\u2022 Prolific testing platform: https://www.prolific.co/

\u2022 Kristen\u2019s guest post on Lenny\u2019s Newsletter: https://www.lennysnewsletter.com/people/23170097-kristen-berman

\u2022 Influence: The Psychology of Persuasion: https://www.amazon.com/Influence-New-Expanded-Psychology-Persuasion/dp/0062937650

\u2022 The Darwin Economy: Liberty, Competition, and the Common Good: https://www.amazon.com/Darwin-Economy-Liberty-Competition-Common/dp/0691156689/

\u2022 The Science of Change podcast: https://podcasts.apple.com/us/podcast/the-science-of-change/id1587407079

\u2022 No Stupid Questions podcast: https://freakonomics.com/series/nsq/

\u2022 Stream The Rehearsal on HBO Max: https://www.hbo.com/the-rehearsal

\u2022 Chris York\u2019s website: https://www.chrisyork.co/

Case studies mentioned:\xa0

\u2022 Budgeting fintech: https://irrationallabs.com/case-studies/budgeting/

\u2022 TikTok: https://irrationallabs.com/case-studies/tiktok-how-behavioral-science-reduced-the-spread-of-misinformation/

\u2022 One Medical: https://irrationallabs.com/case-studies/one-medical-case-study/

\u2022 Credit Karma: https://irrationallabs.com/case-studies/behavioral-design-credit-karma-money/

\u2022 TytoCare: https://irrationallabs.com/case-studies/tytocare-virtual-medical-visits/

\u2022 Kiva: https://blogs.scientificamerican.com/mind-guest-blog/the-deadline-made-me-do-it/

\u2022 When to Make Your Sign-Up Flow Harder: https://irrationallabs.com/blog/its-not-always-about-making-things-easier-when-to-make-your-sign-up-flow-harder/

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In this episode, we cover:

(03:54) What is Irrational Labs, and what do they do?

(05:45) What are behavioral economics and behavioral design?

(06:50) The fintech budgeting experiment

(10:46) What drives behavior change?

(11:35) Why\xa0increasing friction can sometimes increase conversion

(13:51) How to ask the right questions for user engagement

(16:09) How Kristen got her start in behavioral economics

(18:10) The 3B model of behavior change

(20:37) Cognitive barriers

(22:02) The importance of building products with immediate benefits to the user

(24:20) How exploitation can occur

(26:45) How to set customer-friendly incentives

(29:15) How Kristen reduced the sharing of misinformation on TikTok

(31:58) Tips for researching and solving problems

(35:36) The One Medical case study\xa0

(38:31) Rules of thumb for improving flow

(41:46) What is right-for-wrong?

(47:00) How to get started using behavioral design

(49:33) The Behavioral Design Bootcamp

(52:01) Lightning round!

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