Irrational Labs | Behavioral Design for Better Products | Icebreaker

Irrational Labs | Behavioral Design for Better Products | Icebreaker

Members

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Earliest-stage investor in pre-seed founders applying AI and computation for the physical world | Founder | Product Leader in Applied AI

Bella Rozenkrants, PhD

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Product leader with experience in driving vision, strategy, execution, and optimization of whole-product solutions in collaboration with cross-functional teams. With a unique background in behavioral science, neuroscience, consulting, and analytics, I bring a novel and creative approach to product.

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Kristen Berman studies how people actually act in the marketplace, as opposed to how they should or would perform if they were completely rational. Kristen co-founded Irrational Labs, a behavioral product design company, with Dan Ariely in 2013. Irrational Labs helps companies understand and leverage behavioral economics to design and grow products that change behavior. Irrational Labs has designed features and products that drove significant outcomes for Lyft, Google, One Medical, Discover and many more top tier companies. She also co-founded Common Cents Lab, a Duke University initiative dedicated to improving the financial well-being for low to middle Americans. Under her leadership, Common Cents launched over 50 experiments with companies, touching hundreds of thousands of people. She was on the founding team for the behavioral economics group at Google, a group that touched over 26 teams across Google, and hosted ones of the top behavioral change conferences globally, StartupOnomics. She co-authored a series of workbooks called Hacking Human Nature for Good: A practical guide to changing behavior, with Dan Ariely. These workbooks are being used at companies like Google, Intuit, Neflix, Fidelity, Lending Club for business strategy and design work. Kristen is an advisor for Loop Commerce, Code For America Accelerator and the Genr8tor Incubator and has spoken at Google, Facebook, Fidelity, Equifax, Stanford, Bay Area Computer Human Interaction seminar and more.

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For close to 15 years, I have been applying behavioral science research and methodologies to solve hard problems in the technology world. I am the founder and CEO of Persona, The Talent Company. We are the world's leading provider of elite non-technical talent. I am also a senior advisor at Edelman, a global communications firm, where I provide behavioral science insights and guidance to clients across various industries and sectors. My passion is to create products and services that empower people to achieve their goals and improve their lives. I have co-founded and led several successful startups, such as Kite.io, a mobile search company that was acquired by Quixey, and Dopamine, the first tech-focused applied behavioral science firm. I have also served as the global head of behavioral science at Walmart, where I co-founded and built the Walmart Behavioral Science Team. Additionally, I am the creator of Behavioral Strategy, an interdisciplinary approach to ensuring that behavioral research is incorporated into new products and initiatives from the strategic planning phase. The goal of Behavioral Strategy is to achieve Behavior Market Fit.

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Senior Behavioral Scientist/Educator

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Behavioral Scientist with 10+ years of experience in applied behavioral economics and decision science. colinwest.org