/ INNOVATION & Product

Understanding your customers is at the heart of every successful product.

Would you like to develop a new product that strikes a chord with people, and rewards hard work with market success? Are you reinventing your business model to fit a digital context? Then we should talk about how we can help you - as experts in human behavior - to continually strike a chord.

Continually more successful: Innovation with Human Touch

The driving force for innovation in many companies is technical development, in others it's service trends. And there’s nothing to be dismissed here. On the contrary, enthusiasm and passion are the basic prerequisites for innovation. However, innovation is of no use to a company, if the customer doesn’t buy the product in the end.

Innovation with Human Touch

That’s why we support you in taking on the customer perspective - by using everything that science provides us with about human needs and decision phenomena to ensure the link is made between innovation and human benefit.
Our focus is on this:

Customer Centric Innovation Strategy


Customer perspective for agile Innovation

Experiments with behavioral economic Optimization

How do you recognize customer needs?

Both types of innovation require a fundamental understanding of what makes customers tick to find out what they actually want or need from my product.

Is it possible to recognize validly and accurately what customers want? Behavioral economics helps us here too. We start with what’s important to customers in their (product) decision and how they proceed, to map out the success criteria in their decision. By knowing the customer's attitude, what he actually does and why, we can draw conclusions from the behavior patterns shown, and future products and services can be designed with the customer in mind, and there’s a higher probability that the customer decides in favor of the said product.

What is your Goal?

Disruption or Innovation?

Our 6 Implementation guarantors:

Make it Matter is our motto. We take general learnings, and illustrate the mechanics and rules of thumb behind customer behavior with the help of Behavioral Economics, so that with specific nudges the desired goal can be achieved. Practicability is essential and is the reason we usually use the following elements in our work:

Insight Principles

Insight principles illustrate the mechanisms or cognitive principles that your customer uses when deciding what to do in each situation.

Do you know your customers’ insight principles? If so, you’ll understand how the topic is perceived from their point of view, and you’ll know whether you’re already taking full advantage of all the opportunities that you’re being offered.

Do's and Don'ts

For each topic we offer very tangible action guidelines for the respective contexts. The aim here is to know, based on the lessons learned, what you should be doing - or what you should refrain from doing - to achieve the desired results.

Decision Syntax

Die Entscheidungs-Syntax skizziert die Entscheidungslogik Ihrer Kunden. So decken wir hiermit auf, welche Themen in welcher Reihenfolge mit welchen Qualitätskriterien bei der Entscheidung im Kopf Ihres Kunden durchlaufen werden. Ohne Kenntnis der Entscheidungs-Syntax kann es passieren, dass Sie aus Sicht Ihrer Kunden ein Argument der frühen Entscheidungsschicht nicht gut beantworten - und dadurch aus dem Relevant Set fallen, obwohl Sie alle weiteren Kriterien mit Bravour erfüllen.

BE Toolbox & Pattern Analysis

The analysis of behavioral patterns shows which behavioral tools your customers use, which goals motivate their behavior and which needs lie behind their behavior. For this we use our Behavioral Economics Effects Toolbox - with 90 of the most important scientifically proven behavioral effects.

Nudging Strategy Cards

Ein entscheidender Vorteil für die Arbeit mit Behavioral Economics ist, dass wir durch das Erkennen der gezeigten Verhaltensmuster Ihrer Kunden nicht nur besonders gut verstehen wie er tickt, sondern bieten Lösungsmöglichkeiten an, wie diese Verhaltensmuster durch welche konkreten Maßnahmen (Nudges/Erfolgsstrategien) das Kundenverhalten positiv verändern können.


Efficiency and effectivity are important to us. We’ve developed structured canvases for this reason for each key step (e.g. scoping phase, ...) to support us go through all phases unerringly but efficiently - and therefore achieving our goal.

Our clients are active in following industries:

Free Consultation


StraightONE GmbH
Fürther Straße 54
90429 Nürnberg

(0049) 911 2177 380


Gratis Minikurs

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