Decoding the Why: How Behavioral Science is Driving the Next Generation of Product Design, Andorsky, Nate, eBook - Amazon.com

Review

"If we could only reduce the failure rate of new products by two or three percent, it would change the economy. Yet, most products do not fail because they are poor quality, or too expensive, or because they fail in market research. They fail for a different reason entirely--because they fail to chime with the often unconscious needs of the people who might buy them. In this fabulous book, Nate Andorsky explains the often invisible, yet powerful, forces uncovered by behavioral science which may be the last great hope of transformation in a business world which finds itself ever more deeply stuck in the same rut."
-- Rory Sutherland, Vice Chairman, Ogilvy

"Nate Andorsky's book is a powerful tool for integrating behavioral science into product design. By

Decoding the Why, we can build better products and better lives."
- Nir Eyal, bestselling author of Hooked and Indistractable

"Nate Andorsky's fine book is a decoder ring for turning behavioral theory into practical application. If you follow these simple precepts, your products will have people grabbing the controls instead of scratching their heads. We've worked with Nate's team and have seen the results first-hand."

-- Tim Ogilvie, co-author of Designing for Growth and Founder, Peer Insight

"Why. It's one of the first words we learn and yet somehow as adults, we forget how powerful and important it is. The only way to design products people love is to understand and decode the why. Nate's book is a practical guide on how to get at the why and deliver the outcomes people really want."

-- Scott Case, CEO & Co-Founder, Upside Business Travel"Andorsky does the unthinkable: he successfully scales the research Ivory Tower, grabs hold of all the nuggets of scientific wisdom and brings them back down to share with the people (and product designers). A Mission: Impossible, and Andorsky has become the Tom Cruise of applied behavioral science."
-Nick Hobson, PhD, The Behaviorist
"Nate makes things easy for his reader to understand, even those who might not have a background in this field. Building trust and understanding the underlying behaviors that drive certain actions is critical. I really enjoyed reading this and am excited for others to read it as well!"
- Madeline Niebanck, author of Fast Fwd: The Fully Recovered Mindset

"Nate's fascinating

Decoding the Why bridges the gap between technology and psychology, so companies can build based on insight - tapping into the important "why" behind what people say and do. Nate's theory is that we can move to another level of product design that is out of the reach of most companies today who ignore the all-important human behavior driver. A must-read for anyone seeking a competitive edge."
- Stephanie Klein, author of Waking up on the Right Side of Wrong

"The WHY data and use of behavioral science to contextualize the advancement of product design is brilliant. We must always look to uncover the question behind the question."

-Dr. Troy Hall, Global Expert on Talent Retention, Speaker, Author

About the Author

Nate is an entrepreneur who uses behavioral economics to build digital strategies and technology for today's most innovative companies and nonprofits. He believes the key to unlocking the potential of technology lies within our understanding of the psychological factors that drive human decision-making. By combining scientific findings with outside-of-the-box thinking, he helps turn human understanding into business advantages.

As the CEO of Creative Science he leads a team focused on this mission. He is a frequent international speaker, has been featured in Forbes, INC Magazine, and Huffington Post and his team's work has earned accolades from Fast Company and TopNonProfits.com. Prior to Creative Science he was a team member at the Startup America Partnership, a nonprofit led by Steve Case to help build entrepreneurial communities throughout the US. He geeks out about the intersection of human behavior and the ways in which it can improve human outcomes.