Oct 16, 2020
In today’s episode, I’m excited
to introduce you to Nate Andorsky, CEO of Creative Science and
Why. Nate’s book is all
about how to apply behavioral economics into consumer-facing
software products and websites. It’s about experience, behavior,
flow, and shares a bit about the process he and his team at
Creative Science use with their clients.
Decoding the Why came out in May
of 2020, and as you’ll hear in our conversation today, he
specializes in work with nonprofits, and also works with other
organizations to help them incorporate behavioral economics to be
more effective. He and his work have been featured in Forbes, Inc,
The Huffington Post, Fast Company, and more. Today, we cover a
bunch of ground and mention several concepts of behavioral
economics that you may find yourself wanting to dig in on and learn
more about (and good news...lots of links below!)
- [00:44] In today’s episode I’m excited to
introduce you to Nate Andorsky, CEO of Creative Science and author
of Decoding the Why.
- [03:10] Nate’s company, Creative Science uses
behavioral science to build technology and strategies for today’s
most innovative companies.
- [04:42] He shares a few examples of tech
projects using behavioral science.
- [07:06] Nate really enjoys working in nonprofit
social impact, consumer finance, health, and ed-tech
- [07:42] When working with companies they first
ask, “What is the behavior we are trying to drive?” and then bring
that into an awesome user experience.
- [09:18] If a product isn’t working exactly as a
company wants, they will typically just go ask their users what
they want. (Bad strategy)
- [10:11] There is research to suggest how we
think about ourselves in the future is as a stranger—so whatever
happens to that person is as inconsequential as if it were
happening to a stranger. This is a big disconnect, so Nate
and team look at how to close that gap.
- [11:52] The sooner you actually put your skill
into practice, you have a better chance of learning
- [12:19] If you want to change user behavior you
have to change the environment and the
- [15:11] Nate shares about one of his favorite
projects working with a medical school on their enrollment
- [15:53] You take more ownership of things if
you have a hand in building it.
- [18:03] Nostalgia and in-group bias can help
someone get social proof (which is likely to trigger the desired
- [19:35] Nate wanted to be a doctor when he grew
up because he comes from a family of medical professionals.
During high school, he started his first business and knew he was
destined to be an entrepreneur.
- [21:26] Melina wanted to be a singer, and
shares her experience from volunteering as a company advisor with
Washington Business Week.
- [23:12] If you want to understand the
why behind something, the first thing you need to
focus on is a very specific and clear
- [23:56] Do a deep literature review, start to
hypothesize, and then test what may be going on.
- [25:30] A really good place to test is with
emails because you can measure an outcome and it is really easy to
modify an email to represent a theory.
- [26:07] Landing pages are another great way to
- [27:46] Understanding the group can make a big
difference in knowing what nudges to implement.
- [30:42] Melina shares about an experience where
the company used existing data to help show customers something
that would be beneficial to them.
- [32:18] If you frame things as a set, people
are more likely to complete it.
- [34:33] Melina and Nate talk through a
real-life example a listener sent in. See it and follow along in
the show notes on the website! What do you think? Email Melina your
- [37:13] Giving donors some insights into where
their money is going can increase conversion
- [40:42] For all the nonprofits listening if you
have a project where you need more conversion (like getting and
increasing donations), connect with Nate using the links below to
see how Creative Science can help.
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