Kristen Berman

Kristen Berman is a behavioural economist and co-founder of Irrational Labs, a consultancy that applies behavioural science to product design. She previously held roles at Intuit and ran the Morningstar Behavioral Finance Group. She is among the most prominent practitioners bridging academic behavioural economics and software product work.

In the wiki

• Kristen Berman on Behavioral Design, the Three Bs Framework, and Making Better Product Decisions — the Three Bs diagnostic framework, Right for Wrong, TikTok misinformation experiment, One Medical onboarding, present bias and uncertainty aversion
• Lenny's Podcast Top 10 Episodes of 2021 — End of Year Review — ranked #5 most popular episode of 2021

Key concepts

• Three Bs framework: diagnose Behaviour, Barriers, and Benefits before designing any intervention
• Right for Wrong: an intervention that works via an unexpected mechanism (increased friction that strengthened commitment)
• Present bias and uncertainty aversion as the two highest-leverage behavioural levers in product