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Decoding the Why: How Behavioral Science is Driving the Next Generation of Product Design
According to numerous neuroscience studies, 95% of our thoughts, emotions, and learnings occur before we are consciously aware of them. However, much of today’s technology is built based on the other 5%; the part users are able to articulate in focus groups, interviews, and when filling out surveys.
It’s our job to decode the other 95%.
Technology has driven progress for decades, and industries have reacted accordingly by dedicating enormous amounts of time and resources to progress in this domain by building bigger, faster, and more sophisticated systems. But what if the key to unlocking the potential of your venture is not simply faster, better technology, but rather an understanding of what drives human behavior?
In Decoding The Why, Nate helps readers find the answers to such questions as:
* What are the social, cognitive and emotional factors that drive human behavior?
* How can I integrate behavioral science to build more effective tech products?
* Is gathering user feedback and doing focus groups a flawed model?
* And more...
An untapped opportunity lies in the fusion of technological innovation and psychological insights. If we unleash this opportunity, could the software that helps individuals lose weight, exercise more, save money, or learn a new skill have a greater impact? And given that these apps touch millions upon millions of people daily, could integrating a behavioral-first approach to building technology have a wide-reaching social impact? Nate believes so and explains how integrating behavioral science into product design will get us there.
It’s our job to decode the other 95%.
Technology has driven progress for decades, and industries have reacted accordingly by dedicating enormous amounts of time and resources to progress in this domain by building bigger, faster, and more sophisticated systems. But what if the key to unlocking the potential of your venture is not simply faster, better technology, but rather an understanding of what drives human behavior?
In Decoding The Why, Nate helps readers find the answers to such questions as:
* What are the social, cognitive and emotional factors that drive human behavior?
* How can I integrate behavioral science to build more effective tech products?
* Is gathering user feedback and doing focus groups a flawed model?
* And more...
An untapped opportunity lies in the fusion of technological innovation and psychological insights. If we unleash this opportunity, could the software that helps individuals lose weight, exercise more, save money, or learn a new skill have a greater impact? And given that these apps touch millions upon millions of people daily, could integrating a behavioral-first approach to building technology have a wide-reaching social impact? Nate believes so and explains how integrating behavioral science into product design will get us there.
240 pages, Kindle Edition
Published May 26, 2020
50 people are currently reading
96 people want to read
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Displaying 1 - 3 of 3 reviews
July 7, 2021
As Nate addressed in his book: the psychological knowledge in this book only scratches the surface. So, if you are looking for an introductory book on behavioural science and some examples on how they can be implemented, this book is for you! Some examples of organisations that have implemented behavioural science as illustrated by Nate were really interesting. However, if you already have the fundamental knowledge of behavioural science, this book may not be the one you are looking for.
September 17, 2025
Answering why someone would use your product and making them chase that feeling is the reason why successful brands thrive.
October 5, 2025
Obvious
Forgetable
Forgetable
Displaying 1 - 3 of 3 reviews