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Build Better Products by Kate Rutter, Laura Klein

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CHAPTER 8

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Create Better User Behavior

Encouraging Behavior Change

Don’t Make Your Users Explore

Making Visitors into Users

Exercise: Designing Backward

Exercise: Identifying User Intent

The Dangers of Changing User Behavior

Expert Advice from Amy Jo Kim

When I’m working with companies, I’ll often ask them to tell me about their products. The vast majority of them immediately launch into lists of features. And I do mean lists. Product managers and entrepreneurs can name features for hours. They are very excited to tell people exactly what their product allows people to do.

In fact, most companies are inordinately attached to the idea of features. ...

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