Kristen Berman
Kristen Berman is the CEO and co-founder of Irrational Labs, where she helps companies like Google, Airbnb, PayPal, Microsoft, and LinkedIn improve their products and services through behavioral design research. She is also the co-founder of Common Cents Lab, a Duke University initiative dedicated to improving the financial well-being of low- to middle-class Americans.
1 skills 2 insights
Growth & Retention Skills
Strategically adding friction in the form of benefit-oriented questions can boost user motivation enough to improve overall signup conversion.
"And the common thinking is, and most often correct, that if you reduce friction to the signup flow, your conversion will increase. This is kind of the law that we all live by. And yet, there is one ex..."
High-leverage onboarding funnels users toward a single, high-value action immediately following signup to set the right mental model for the product.
"We worked with one medical on how to increase setting doctor's appointments right away during the onboarding, and that worked and drove it up by 20%."