Slide 33
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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.