Driving user behavior change

Talk for The Product Mentor program.

Transcript

1. DRIVING behavior change TO UNLOCK PRODUCT VALUE by nis frome
2. Nis Frome Enabling product teams to experiment faster Co-founder at Alpha product content 2 This Is Product Management Product Management Insider About Me
3. Understand and drive behavior change needed to fully realize your product’s value proposition. OBJECTIVE 3
4. Many products today require customers to adopt new behaviors in their personal or business lives… …but most product managers aren’t trained to accomplish this. CHALLENGE 4
5. When developing products that first require behavior change, product managers need to consider a number of factors. BREAKDOWN Getting “hooked” on a product isn’t the same as behavior change outside the product Change is uncomfortable and the unknown is risky B2B users don’t get paid to do what your product enables B2C users don’t get paid to do anything 5
6. Like most of product management, there isn’t a widely-accepted framework. But best practices exist and are beginning to formalize. FRAMEWORK 6
7. Begin with the ending. FRAMEWORK Aspirational vision A movement that makes no sense to really smart people. 7
8. Somehow align the movement with a familiar value proposition. FRAMEWORK Aspirational vision Value alignment Business case or ROI that anyone can relate to. 8
9. Establish thought leadership and de-risk any association with your brand. FRAMEWORK Aspirational vision Value alignment EDUCATION Typically known as content marketing, not SEO. 9
10. Make it brain-dead simple and obvious for the customer to get started. FRAMEWORK Aspirational vision Value alignment EDUCATION Commitment Pilots, trials, low- effort involvement 10
11. Hold the user’s hand throughout the process of deriving value. FRAMEWORK Aspirational vision Value alignment EDUCATION Commitment Safe space Customer success and support teams 11
12. Provide incremental rewards, beyond the value the user is paying for. FRAMEWORK Aspirational vision Value alignment EDUCATION Commitment Safe space Reward Badges, swag, VIP status. 12
13. Ultimately, behavior change transforms someone into someone else. FRAMEWORK Aspirational vision Value alignment EDUCATION Commitment Safe space Reward LEVEL UP Job promotion 13
14. Before we take a look at some examples, there are a few important points to note. NUANCES There are differences between b2b and b2c, but not as many as you might think. Most of this isn’t exclusively the job of the PM. We’ll get to what is shortly. We have to redefine how we think about and quantify risk. 14
15. B2C Example Lose It is a calorie counter that only succeeds when users actually eat less and lose weight. 15
16. B2C Example Aspirational vision Value alignment Seamlessly count calories and create a diet optimized to your biology Sustainably lose weight 16
17. B2C Example EDUCATION Commitment Lose It is a misnomer, as the org takes a holistic approach to health Free trials combined with sunk cost of embodyDNA add-on 17
18. B2C example Safe space Reward Lose It invests heavily in community (e.g. Reddit) and addressing misconceptions Bonus calories if you track workouts through integrations 18
19. B2C example Of course, Lose It is a strong promoter of the before / after photos LEVEL UP 19
20. B2B Example HubSpot is a marketing automation platform that only succeeds when organizations re- engineer their sales funnels. 20
21. B2B Example Aspirational vision Value alignment Join the inbound marketing movement in the digital age Sustainably generate leads 21
22. B2B Example EDUCATION Commitment HubSpot offers training and certification for the inbound methodology Play around for free, get serious after an implementation fee that includes world- class onboarding 22
23. B2B example Safe space Reward HubSpot invests in a community dedicated to redefining marketing Benchmark your performance within the industry and get featured at countless events 23
24. B2B example In B2B, we all sell the same thing: job promotions. Which is why HubSpot makes it easy to forward reports to your boss. LEVEL UP 24
25. Your job as a pm Impact decision-makers, not just users Measure the right things Work with internal stakeholders Product managers own three specific areas that together can help drive behavior change. 25
26. Resources + Concepts There are more resources than ever before for behavior design. Nir Eyal, James Clear, Thomas Oppong, Tomasz Tunguz, and CEB Organizational behavior theories from McKinsey, HBR, and First Round Listen to founders and Client success leaders from leading orgs 26
27. Does unlocking your product’s full value require your users to make changes in other aspects of their lives? Outline those changes and determine which metrics you can optimize to make an impact. Getting started 27