Behavioral Product & Price Design
Rethinking digital pricing and digital product design
The two most important elements of the marketing mix — product and price — are rethought with behavioral science. For prices you can’t resist and for products you have to love.
Where others derive price from cost, we understand its psychological impact. Where others discount products, we ensure value for money and effective appeal.
From trading platform to one-stop shop for digital investments
Price design is everything for commodity suppliers
Price adjustments as a growth tool without surprises
Product design for sustainable insurances
Our services in detail
- Strategic foresight and productdDiscovery
We use strategic foresight methods to identify data-based trends and evaluate them creatively and inductively. In this way, structural or exponential changes can be identified before they leave their mark on the “now”. This is where “product discovery” comes in: The discovery journey helps to validate digital product potential in the form of prototypes in a user-centric manner. In this way, we substantially reduce market launch risks and provide a reliable planning basis. Because the future does not have to remain a surprise.
- Behavioral product design
Digital products are at the core of the value proposition for many of our clients. Behavioral economics methods such as PsyConversion® enable us to design products that are precisely tailored to people’s needs and behavioral goals. This results in digital offerings that not only perform significantly better, but more importantly, can change users’ behavior for the better. The positive effects can include better money management, more sustainable lifestyles and protection against existential risks.
- Behavioral pricing
Why do we buy one product for €10, but not another for €7 EUR plus €3 shipping? Price perception is not rational, and neither is buying behavior. That’s why our 20-person Behavioral Design unit uses behavioral economics insights to define and communicate price points in a way that minimizes payment pain. Other applications include smart retirement products or the development of differentiated pricing models, for example for B2B customers of different sizes.
Let’s get down to business