behaviour science

1. Irrational Labs
Online Course
Experiment Template

2. What are the barriers preventing
people from doing the key behavior
that you want them to do?
Identify
Behavioral
Barriers
1. There is tailwind barrier: There is still not enough confidence in the
product to make a top-up of more than €50.
2. Headwind barrier. Going through the KYC process can sometimes be
tedious and can catch you at a bad time.

3. The reason people are not
currently partaking in
is because they
KEY
BEHAVIOR
BEHAVIORAL
BARRIER (OR LACK OF
BENEFIT)
Identify
Behavioral
Barriers
Doing their first top-up with 50€ so they have money to
spend
Still doesn't have enough confidence in our product.

4. Identify
BE
Principles
Using BE principles, what are some
ways that you can remove this
barrier and/or add benefits?
By showing what other clients are topping-up the account on their first time we can
encourage it. (Explicit Social Norm)
By choosing by default the option to top-up the account as the first activity we
could improve the confidence. (Default Bias)
By telling people that they need to top-up the account on the first 30 days of usage
or they will lose their personalised card (aversion loss)

5. By using
we can increase the number
of people who
B.E.
PRINCIPLE
KEY
BEHAVIOR
Explicit Social Norm
Makes their first top-up above 50€ after the on-boarding
Identify
BE
Principles

6. Create
Test
Conditions
Design your test below.
Start with two conditions:
CONTROL TEST
The control group will see a pop-up
asking to make a top-up right after the
onboarding with the following.
“Top-up your account now and start
using your new card
Button: Top-up your account now”
The test group will see a pop-up asking to
make a top-up right after the onboarding
with the following.
Top-up you account right now and join
more than 300K smart customers”
Button: Top-up your account now”

7. Select
Participants
How many participants in
each condition?
Each condition should have the same number of participants.*
*This assumes equal funnel rates
The pop-up message will be shown to 1000 recent registered users. Users to
be randomly selected into Control vs. Test conditions (500 per condition)

8. [So what, now what?
If you have results, what did you learn? Tip: even null results are a finding. What are
next steps?
If you were to run it again, what would you do differently?
If you haven’t run it yet - this is your closing opportunity to pitch this experiment/
get it approved by your company
Again, go light on text on this slide, just tell the story]
Discussion
Discussion