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Episode 137 | September 23, 2024
HOW BEHAVIORAL SCIENCE DRIVES USER-CENTERED PRODUCT SUCCESS
Discover how behavioral science can transform product development by shifting
focus from outputs to meaningful user outcomes in this episode with Connor
Joyce.
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BREADCRUMB
1. Resources
2. Podcast
3. Season 10 - Episode 137
WHY FOCUSING ON USER OUTCOMES, NOT OUTPUTS, IS THE FUTURE OF PRODUCT DEVELOPMENT
Behavioral scientist Connor Joyce says it’s a mistake when companies measure a
product’s success by only tracking usage. Instead, he urges product teams to
shift their focus from outputs to outcomes.
"Usage alone doesn’t mean a product is satisfying user outcomes," Connor says in
this week’s Insights Unlocked. "The reality is, people don’t just use apps to
use them—they’re trying to achieve something."
Connor, author of Bridging Intention to Impact, explains that many companies
fall into the “output trap,” where success is defined by surface-level metrics
such as clicks, retention, or user sessions. But those numbers don’t necessarily
reflect whether a product is helping users meet their goals.
By regularly talking with your customers to better understand the problem you’re
attempting to solve, your company will save money on development and rework
costs; generate word-of-mouth buzz as customers share their positive stories
with your product or service; and lay a foundation for long-term success.
THE OUTPUT TRAP: WHY METRICS ALONE FALL SHORT
For many companies, success is measured by metrics like app usage, retention
rates, and engagement. But according to Joyce, these outputs only tell part of
the story.
"People use apps as tools to accomplish something," he said. Whether it’s
improving fitness, saving money, or staying connected with loved ones, users
have specific goals in mind when interacting with digital products.
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Relying solely on outputs can mislead companies into thinking their products are
performing well when, in reality, they might not be helping users accomplish
their intended goals.
SHIFTING THE FOCUS TO OUTCOMES
So, how do companies shift their mindset from tracking outputs to focusing on
outcomes? Joyce recommends looking at behavioral change as the true measure of
success. The goal should be to create products that enable users to achieve what
they set out to do, whether it’s training for a marathon or managing their
finances more effectively.
"People are using apps as tools," Joyce says. "Interventions are the ways to
tweak that usage in a way that makes it more effective."
By designing products that help users accomplish their goals, companies not only
enhance user satisfaction but also create a more loyal customer base.
THE ROLE OF BEHAVIORAL SCIENCE IN PRODUCT DEVELOPMENT
At the heart of Joyce’s philosophy is behavioral science, a field focused on
understanding and influencing human behavior. He explains that product teams can
leverage behavioral insights to create interventions that guide users toward
desired outcomes.
"For me, I saw a natural combination of behavioral science and technology," says
Joyce. "Behavioral science helps people make the change they want, and
technology scales that change."
This approach involves continuously refining products based on user behaviors
and outcomes, creating a feedback loop that ensures the product is always
evolving to meet user needs.
ETHICAL CONSIDERATIONS IN PRODUCT DESIGN
While designing for outcomes can be incredibly powerful, Joyce stresses the
importance of doing so ethically. He notes that interventions should be designed
to promote positive behaviors and avoid creating negative feedback loops that
could harm users.
For instance, Joyce highlights the potential pitfalls in fitness apps, where
extreme user engagement might lead to unhealthy behavior patterns, such as
over-exercising. "It’s about ensuring that we’re promoting outcomes that are
beneficial for users, not harmful."
HOW TO GET STARTED: MEASURING OUTCOMES INSTEAD OF OUTPUTS
One of the most significant challenges product teams face is knowing where to
start. Joyce suggests building a library of desired behaviors linked to user
outcomes. For example, if an app’s goal is to help users improve their fitness,
measurable outcomes might include the frequency of workouts or improvements in
health metrics.
"By creating a body of behaviors that connect to the desired outcomes, teams can
design features that encourage those behaviors," says Joyce. He also recommends
using product analytics tools to measure whether these outcomes are being met,
rather than just tracking surface-level engagement metrics.
FINAL THOUGHTS
As Connor Joyce emphasizes throughout the podcast, focusing on user outcomes
rather than outputs can transform how product teams think about success. By
leveraging behavioral science and designing for meaningful change, companies can
create products that drive lasting value for both users and the business.
Remote video URL
"Ultimately, it’s about designing products that help people achieve what they’re
really after—because that’s where true product success lies," Joyce concludes.
EPISODE LINKS:
* LinkedIn: Connect with Connor Joyce
* Book: Bridging Intention to Impact on Peach Pit
* Consulting: Desired Outcome Labs
* Behavioral science books like Nudge by Richard Thaler
Stream On
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RECENT PODCAST EPISODES
* Season 9
EP. 130: WHAT DOES A SUCCESSFUL CUSTOMER DO IN YOUR PRODUCT?
In this week’s Insights Unlocked, Verizon’s Richard Dalton shares his
framework for designing sustainable customer experiences.
Listen now
* Season 9
EP. 131: HOLIDAY RETAIL SUCCESS: DIGITAL TIPS FROM BRIAN WALKER
In this Insights Unlocked episode, discover expert digital retail strategies
for the holiday season with StrategyēM’s Brian Walker.
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* Season 9
EP. 132: CAN THE ZERO BLOCKERS FRAMEWORK OVERCOME THE PITFALLS OF AGILE?
In this Insights Unlocked, UXDX’s Rory Madden introduces us to the Zero
Blockers framework to help overcome the challenges and pitfalls within agile
methodologies.
Listen now
* Season 9
EP. 133: UNLOCKING COLLABORATION: KASEY CANLAS ON LEVERAGING INTERNAL
EXPERTISE IN UX RESEARCH
In this episode, Kasey Canlas from Genesys emphasizes the importance of
working with your internal teams to improve your UX research
Listen now
* Season 10
EP. 134: COULD EMPOWERING DESIGN TEAMS BE THE KEY TO YOUR DIGITAL SUCCESS?
Paul Strike, SVP and Global Head of Design formerly at Goldman Sachs, joins
Insights Unlocked to discuss designing experiences that inspire.
Listen now
* Season 10
EP. 135: MASTERING USER-CENTRIC DESIGN DURING TIMES OF UNCERTAINTY
Discover how Ryan Leffel, VP of Design at Priceline, leads user-centric
design teams through uncertainty, adapting strategies to meet evolving
challenges and user needs.
Listen now
* Season 10
EP. 136: HOW TO MAXIMIZE ROI AND NETWORK LIKE A PRO AT THE HUMAN INSIGHT
SUMMIT (THIS)
Learn how to network like a pro, maximize ROI, and gain new insights at The
Human Insight Summit (THiS) in this episode with UserTesting's Paige Musto.
Listen now
* Season 10
EP. 138: BUILDING TRUST IN EMAIL MARKETING WITH CORNELL’S ASHLEY BUDD
Learn how to build trust in email marketing with Ashley Budd’s "Trust
Triangle" framework, plus tips on AI's role in your email communications.
Listen now
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Human understanding. Human experiences.
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