I help startup leaders understand human​ behaviour.

​Because wherever there are humans, there will be a gap between desired behaviour and observed behaviour, which often doesn’t seem to make sense.

​Understanding why can help you design interventions to bridge that gap. 

In the future, successful leaders will take the time to understand human behaviour and how it impacts their business - their employees, customers, partners and investors.

​In the future, behavioural science departments will be embedded in successful organisations and act as a force multiplier for other areas of the business - much like data science, business operations and strategy do today.

But we aren’t there yet. That doesn’t mean startup leaders can’t benefit from the insights and interventions that can meaningfully change your business.
How might understanding human behaviour help me?
Businesses think humans make decisions like this:
But there are more dimensions involved: 
And a whole lot of biases influencing this process - for example: 
These biases and behavioural dimensions lead to a gap between Desired Behaviour (what you want your customers to do) and Observed Behaviour (what they are actually doing) - even when it's in your customers' best interests.
By understanding this, we can start to design product led interventions that actually work:
​
1. We can design product or messaging interventions that actually increase customer acquisition; 
2. We can design product or messaging interventions that actually increase customer activation;
3. We can design product or messaging interventions that actually increase customer engagement; and...
4. We can design product or messaging interventions that actually increase customer retention.
Process
A typical engagement with me lasts 2-4 weeks, and follows a 3-step process:
Step 1: Diagnosis - What is the gap between Observed Behaviour and Desired Behaviour? Fundamentally, what is going on?
Step 2: Analysis and Guiding Policy - identify potential behavioural dimensions that are in play and what it is we want to achieve.
Step 3: Design and Coordinated Activity - design effective interventions that close the gap between Observed Behaviour and Desired Behaviour.
OK...but give me some examples
A startup that helps people save money on their energy bills:

​Problem: Despite being able to make hundreds of pounds of savings, many humans were not taking the simple step of saving money by switching to a new supplier.

Solution: We mapped out observed and desired behaviours, along with touch points, and identified the important aspects of human behaviour that might be preventing people from switching. These could then be built into the product, into UX and into customer messaging.
A startup that helps companies turn their customers into advocates.

Problem: A very specific onboarding problem that was creating a poor customer experience and costing them time and money in support.

​Solution: We mapped out the expected onboarding journey and pulled out behavioural biases which were preventing a smooth onboarding. We then designed two product interventions, based on these behavioural biases, that were implemented to improve the overall experience, reduce the incidence of pain and reduce the magnitude of pain when it occurred.
Connect with me today to discover how understanding human behaviour can improve your business.

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