When you solve the wrong problem: the case of Netflix's Play Something feature

When it comes to behaviour change, there are few silver bullets – a good understanding of the science will go a long way, but the secret to success often lies in the small details. It’s tempting to use intuitive examples from the scientific literature and take them as “truth”.

In reality, working logically from a deep understanding of the problem and considering the pieces of the behavioural puzzle as a whole will yield better solutions - otherwise you might end up spending millions developing a feature that does little to change the customer experience.

How to layer behavioural barriers in a decision making process

My starting point for any behaviour change project is to understand the factors that are influencing behaviour, but some projects turn into an analytical swamp after the first stage mapping barriers. One way to solve that is to think about the target behaviour as a process and layer the barriers step by step.

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