4 laws of behaviour change applied to Product Management!
Recently I read Atomic habits by James Clear( a book that needs no introduction). Like everyone else, yes I loved it too. The book opens new doors of perceiving habits and changing them for better outcomes.
But this article is not a summary or review of this book. It is about providing another perspective on how the takeaways from the book could be applied in the field of the product as well.
Atomic Habits and Product strategies!
Yes, you read it right.
The book beautifully describes the 4 laws of behavior change. Being part of the product design and strategy team, I found these laws relevant to this field as well.
In this article, I will talk about how the same 4 laws can be applied to product design and management.
So, let’s begin!
Here are the 4 laws of behavior change from the book:
“ But I don’t see any relevance of these laws in product strategies and designing?”
Of course! Let me explain:
Whenever we design a product, here are the most obvious questions we try to answer: What’s the problem I’m solving? Who’s the user I’m serving? What does that user want to do? What do I want them to do?
Post the product ideation, we often struggle to execute the ideas in a way that the user falls in love with the product. And here is how these 4 laws can assist you.
Ask these questions to yourself as you convert your product idea into a real-time product:
- How can I make it obvious for the user?
- How can I make it attractive for the user?
- How can I make it easy for the user?
- How can I make it satisfying for the user?
Still, confused? Time to discuss them in detail.
How can I make it obvious for the user?
The most difficult part of product design is deciding the pitch of the product. Despite having some amazing products, the majority of the companies fail or struggle to sell their products because their pitch does not seem relevant to the users. The users have a hard time connecting with the product, forget about using it.
Thus, the pitch of the product should be obvious to the audience. Understand the pain points of the user and pitch the product using the most simplified language.
Here is a pitch that I definitely love!
Find some more examples here!
How can I make it attractive for the user?
Let us take an example:
Assuming that you want to start running early in the morning.
- Week 1: You say, “I need to go run in the morning” and set an alarm.
- Week 2: You say “It’s time to build endurance and get fast” and set an alarm.
Which week would have been easy for you to wake up and go for a run?
Week 2 right? (For most of us)
Why? Because Week 2 talks more about outcomes associated with an action that would make us happy.
If a behaviour can get us approval, respect, and praise, we find it attractive.
And this is the key to make any product attractive.
Talk about the outcomes and results that a user will achieve if they consistently use the product. The user needs to find a clear-cut reason to utilize the product, not a mystery that gets revealed slowly one by one.
How can I make it easy for the user?
“ I love the product, but the feel and look of the application sucks.”
Relatable?
Often we come across so many websites and applications that have amazing products, but the user interface and design are disappointing that it forces us to never use them again.
Thus it is important to keep the user experience in mind while designing the interface so that the end-user does not have a hard time. Period! Remember, we want the user to stick to the product, not run away from it.
Find some of the best examples here.
After the user interface, the next important bit to make the product easy to use is the processes and structures. If you have a service-based product it is significant to make the process and policies as simplified as teaching trigonometry to a kid.
How can I make it satisfying for the user?
We, humans, love the feeling of a sense of accomplishment. How small or big the accomplishment is, who cares? We want to see the progress and outcomes.
Rewards, coupons, sales, offers, etc aim at providing the same. And surely, you must be lying if you say you hate them.
Said that it does not solely mean that users only use the product for the rewards. The content quality and quantity are the basis of making any user satisfied with the product. If the product quality sucks, no rewards will be helpful.
To conclude, a user is the centre of a product. Whether you are lost or are way ahead in the race, you just end up coming to him.
If you find this helpful, do share your thoughts in the comments section :)
(Disclaimer: I am a novice in the field of product. Ignore, if anything doesn’t seem right.)
