As markets shift with end user needs and preferences, product people respond. The pace at which problems are solved is exceeded only by the next round of challenges that rush in to replace them. This unrelenting cycle generates two kinds of momentum: first, at the micro level, product teams generate momentum by aligning around a Vision and Roadmap that are brought to life by Motivated teams who have the Capability to solve complex technology problems.
Product people possess the creative and ethical wherewithal to persuade users to behave in ways that materially improve their lives – using our powers for good. The secret is to understand that, if we want to connect our product’s use to a repetitive consumer habit, we must identify the internal trigger that drives consumer behavior. Understanding this crucial piece can explain how software products become so habit forming.
In this episode, Sean and Joe chat with Nir Eyal, keynote speaker at ITX’s Product Momentum: Beyond the Features product conference (June 19-21), whose work on Behavioral Design has brought him and us to the intersection of psychology, technology, and business. The goal of his work is to help product people design the products and services that consumers want to use and that drive positive, habit-forming behaviors. Nir combines a gift for observation with an uncanny awareness to convert life experiences into problem statements that ultimately lead to research, learning, and discovery.
Work long enough, and you’ll run into all sorts. In my 30+ years on this treadmill, it’s become clear to me that clients are the most interesting sort of all. Doesn’t matter the industry: property management, journalism, legal publishing, or content marketing. Clients are a fascinating bunch.
No parent has yet found a way to escape this exasperating line of questioning. We should be grateful. For as frustrating as the interrogation becomes, its purity of purpose cannot be denied. Focus on the why.
If companies want to compete tomorrow, they need to think about their users’ experiences today.