Get the free Core Drives in the Wild guide, behavioral design applied to real products: professorgame.com/WildCD

Episode Summary

Tetiana Kobzar, product designer with 18 years of experience and creator of the Comportance Framework, joins Rob to share how behavioral design turns clinical and educational software into products people actually want to use. She walks through the seven steps of Comportance (goal, baseline, emotion, hypothesis, minimum validation, cadence, and iteration) and shows how it shaped a gamified speech therapy app for Alder Hey Children's Hospital and a mini-game replacement for 27 cognitive assessment tests. The conversation covers why founders overload products with functionality, why Duolingo's Black Hat motivation works for some users and burns out others, and how Octalysis fits inside a wider behavioral design practice. Listeners leave with a practical structure for designing engagement and a sharper read on when game-based beats gamified.

About the Host

Rob Alvarez is Head of Engagement Strategy, Europe at The Octalysis Group (TOG), a leading gamification and behavioral design consultancy. A globally recognized gamification strategist and TEDx speaker, he founded and hosts Professor Game, the #1 gamification podcast, and has interviewed hundreds of global experts. He designs evidence-based engagement systems that drive motivation, loyalty, and results, and teaches LEGO® SERIOUS PLAY® and gamification at top institutions including IE Business School, EFMD, and EBS University across Europe, the Americas, and Asia.

Key Takeaways

• The Comportance Framework runs seven steps in order: define the goal, set the baseline metrics, design the emotion (motivation and positioning), state one hypothesis, build the minimum validation, set the measurement cadence, and iterate. Most founders skip the goal and emotion steps and jump straight to functionality.
• Tetiana's team at Alder Hey Children's Hospital replaced weekly-only speech therapy with a gamified app where clinicians set tasks as mini games, letting kids practice pronunciation between sessions while the therapist tracks progress.
• A separate Tetiana project replaced 27 pen-and-paper cognitive assessment tests with mini games on tablets, capturing extra signal (timestamps, finger tremor, voice recordings) that paper tests cannot measure.
• Most products fail not because users are irrational but because founders treat them as rational agents. Behavioral biases and cognitive overload kill engagement faster than missing features.
• The Pareto trap in client work: founders spend 80% of their attention on the 20% of clients who complain, while the 80% of healthy clients who quietly bring most of the revenue get under-served. Reverse the ratio to protect recurring revenue.
• Duolingo's streak mechanic is heavy Black Hat motivation. It drives high retention but creates rage-quit risk: a user who loses a 4,000-day streak rarely returns. The near-miss has to threaten loss without delivering it.
• Game-based design (where the experience itself feels like a game) opens more creative options than gamification (points, badges, leaderboards bolted onto a non-game product), but both belong inside a wider behavioral design practice.

Topics Covered

• 0:00 — Why Duolingo's Black Hat motivation backfires
• 0:24 — Rob's intro and the Core Drives in the Wild guide
• 2:47 — Daily life after the acquisition
• 4:14 — Favorite fail: design for the end game
• 8:16 — Alder Hey speech therapy app and 27 cognitive tests as games
• 11:26 — Game-based versus gamified, and where the line blurs
• 15:44 — Where Octalysis fits inside the Comportance Framework
• 17:11 — The seven steps of Comportance, walked end to end
• 23:50 — Cognitive overload and treating users as humans
• 27:24 — Duolingo streaks, near-miss design, and rage-quit risk
• 31:42 — Book picks: Cialdini, Yu-kai Chou, Don Norman
• 33:29 — Civilization, board games with the kids, final advice

Get the free Core Drives in the Wild guide, behavioral design applied to real products: professorgame.com/WildCD

About Tetiana Kobzar

Tetiana Kobzar is a product strategist and behavioral designer with 18 years of experience building software for healthcare, wellness, and education. She is the creator of the Comportance Framework, a seven-step methodology that brings behavioral science structure to product design. Her recent work includes a gamified speech therapy app for Alder Hey Children's Hospital and a tablet-based replacement for 27 cognitive assessment tests, and she shares behavioral design ideas through her #BehaviouralDesignThursday LinkedIn series and industry talks.

Find the Guest Online

• LinkedIn
• Tetiana-kobzar.com
• Instagram
• TikTok

Mentioned in This Episode

• Proposed guest: someone from Duolingo
• Recommended book: Actionable Gamification by Yu-kai Chou
• Recommended book: Influence by Robert B. Cialdini
• Recommended book: The Design of Everyday Things by Don Norman
• Favorite game: Civilization series
• Duolingo Is Not A Free Language Learning App, It Is... (The Octalysis Group)
• Alder Hey Children's Hospital speech therapy app (Tetiana's project)
• Comportance Framework (Tetiana's seven-step methodology)
• Octalysis Framework by Yu-kai Chou

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