Welcome to Growthmates with Kate Syuma — Growth advisor, previously Head of Growth Design at Miro. I’m building Growthmates as a place to connect with inspiring leaders to help you grow yourself and your product. Here you can learn how companies like Dropbox, Adobe, Canva, Loom, and many more are building excellent products and growth culture. Get all episodes and a free playbook for Growth teams on our brand-new website — growthamtes.club, and press follow to support us on your favorite platforms.
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In this episode, I chat with Amy Bucher, Chief Behavioral Officer at Lirio and author of Engaged. We delve into the world of behavioral design, exploring how understanding human behavior can lead to more ethical and effective product development. Amy shares her journey from academia to leading behavioral design teams, and how frameworks like the COMBEE model and Behavior Change Wheel are essential tools for influencing user behavior.
By the end of this episode, you'll learn how to apply behavioral science principles to your product, understand the importance of ethical design, and gain insights into leveraging AI for personalized user experiences 💡
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Key highlights from this episode 👇
1: Behavioral Design Defined: Understand the fundamentals of behavioral design and how it differs from traditional UX/UI design.
2: COMBEE Model and Behavior Change Wheel: Learn how capability, opportunity, and motivation drive behavior change and how to apply these concepts in product design.
3: Ethical Design: Discover how to avoid dark patterns like over-gamification and notification fatigue.
4: AI and Personalization: Explore how AI can be used to create personalized and effective user experiences.
Listen now and subscribe on your favorite platforms — Apple, Spotify, or watch on YouTube (new!).
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Where to find Kate Syuma, Growth Advisor (ex-Miro):
Newsletter: katesyuma.substack.com
Where to find our guest — Amy Bucher:
LinkedIn: https://www.linkedin.com/in/amybucher/
“Engaged”: Designing for Behavior Change: https://rosenfeldmedia.com/books/engaged-designing-for-behavior-change/
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What we’ve covered in this episode:
[00:00] Introduction
[00:39] Amy Bucher’s Journey: From Academia to Chief Behavioral Officer
[02:08] Defining Behavioral Design and Its Importance
[06:52] The COMBEE Model and Behavior Change Wheel
[13:20] Understanding and Driving Internal Motivation
[17:36] Ethical Considerations in Design: Avoiding Dark Patterns
[22:32] Meeting Psychological Needs: Autonomy, Competence, and Relatedness
[30:57] Writing Outcome Stories and Designing for Growth
[42:24] Leveraging AI for Behavioral Design and Personalization
[46:03] Lightning Round: Society’s Behavioral Gaps and Recommended
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📕 Resources Referenced
“Engaged”: Designing for Behavior Change by Amy Bucher: https://rosenfeldmedia.com/books/engaged-designing-for-behavior-change/
“The Holistic Growth Playbook” by
: https://growthmates.club/playbookBehavioral Insights by Elspeth Kirkman and Michael Halsworth: https://www.amazon.com/Behavioral-Insights-Press-Essential-Knowledge/dp/0262539403
Actionable Gamification by Yukai Chu: https://www.amazon.com/Actionable-Gamification-audiobook/dp/B06XSWX7BN/
Power and Prediction by A.J. Agrawal, Joshua Gans, and A.V.I. Goldfarb: https://www.amazon.com/Power-Prediction-Disruptive-Artificial-Intelligence/dp/1647824192
Subtract by Lydie Klotz: https://www.amazon.com/Subtract-Untapped-Science-Leidy-Klotz/dp/1250249864
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Driving a Positive Behavioural Change with Your Product | Amy Bucher (Lirio, Author of "Engaged")