Implementation of Behavioral Design in Startups

Javier Quintanilla Alfaro

In today's startup landscape, integrating Behavioral Design strategically can empower new founders and existing managers to navigate market complexities, drive customer engagement, optimize sales processes, and enhance user experiences. According to Thaler and Sunstein (2008), “Behavioral Design, rooted in behavioral economics, provides a framework for understanding and influencing human behavior. It presents opportunities for startups to create products and services that deeply resonate with their target audience”.

Despite the growing recognition of the potential benefits of Behavioral Design in startup contexts, there is a gap in understanding how startups can effectively integrate Behavioral Design principles into their operations to achieve sustainable growth and competitive advantage. Li et al. (2015) also emphasize “the need to elucidate Behavioral Design's practical relevance and applicability as a tool for startup founders and managers facing challenges in the dynamic and competitive market landscape”. 

Javier Quintanilla Alfaro

Hola! Ich heiße Javier. Soy de El Salvador, Centro América. I graduated from UE Innovation Hub, Potsdam of the program M.A. Innovation Design Management.

Where do you see yourself in 20 years?

Working for a tech company in the innovation team and having my own business.

What is a good design for you?

When it's simple esthetically, user-friendly, and has a fast and adaptative response.

What was the most challenging experience during your studies?

My father's passing.

Who or what inspires you?

My parents.

How do you approach a new project?

I can say that I'm very agile. I struggled a lot with submission dates or heavy load work, so I adapted to my methodology to not rush and make little advancements every day. Additionally, for me, it's important to make a "to-do" list and receive feedback from others to consider and have a better perspective.

What advice would you give to students who just started studying in your programme?

Enjoy the time and every single project, go ahead with those innovative ideas on your mind, and don't be afraid to express them!

Have you changed during your studies? How?

Yes, I have become, in a quite sense, more professional regarding the elaboration process of every assignment and project, trying to submit a high-quality deliverable.

Why did you choose to study in your programme?

I was always looking to study something related to Innovation. I'm focused on working for a tech company, so this Master's was the perfect combination to learn how to think, ideate, prototype, and iterate based on insights to design better solutions and innovative business ideas.

What are you not going to miss in your studies?

The commute time!

How are you going to celebrate your graduation?

A trip around Germany with my family.

Varun Sisodia