It Makes (No) Sense
A book exploring how behavioral science applies to real-world scenarios — and what that means for the future of service design.
It Makes (No) Sense
Why do people make decisions that seem irrational? Why do well-designed services sometimes fail to connect? It Makes (No) Sense unpacks the hidden logic behind human behavior, drawing on insights from behavioral economics, consumer psychology, and evolutionary science.
Nick Naumof brings together years of applied research and real-world project experience to show how behavioral science can bridge the gap between how services are designed and how people actually experience them. The book challenges conventional thinking about customer and employee behavior — and offers a fresh lens for anyone who designs, builds, or leads services.
In It Makes (No) Sense, Nick Naumof explores the often invisible forces that shape human decision-making in everyday service interactions. Drawing on behavioral economics and consumer psychology, the book reveals why people sometimes act against their own best interests, and how service designers can use this understanding to build more engaging experiences. Rather than treating irrational behavior as a flaw, it reframes such moments as opportunities for better design. By examining real-world contexts where emotions, social norms, and cognitive shortcuts influence choices, the book offers a practical lens for anyone looking to create services that align more naturally with how people actually think and behave.
The book bridges the gap between academic behavioral science and the practical realities of designing services across industries, from financial services to health and wellness. It acknowledges that human behavior is rarely straightforward, shaped by evolutionary instincts, environmental cues, and the subtle pull of social dynamics. Through a series of accessible commentaries and case-inspired reflections, Naumof demonstrates how small changes in context can lead to dramatically different outcomes. Readers come away with a deeper appreciation for why people behave as they do, and a clearer sense of how to design services that feel intuitive, trustworthy, and genuinely helpful.
Beyond theory, It Makes (No) Sense is grounded in the author's extensive experience working with companies on multiple continents, delivering workshops, talks, and training programs that apply behavioral insights to real business challenges. The writing reflects a blend of scientific rigor and an easygoing, accessible style, making complex ideas feel approachable without oversimplifying them. For service designers, product managers, and leaders alike, the book serves as both a thought-provoking read and a practical resource. It invites readers to question assumptions, embrace the messy nature of human behavior, and design with greater empathy and effectiveness.
What You'll Find Inside
- How cognitive biases shape everyday decisions in business contexts
- Why traditional service design often overlooks the emotional and instinctive side of human nature
- Practical frameworks for applying behavioral insights to customer experience and employee engagement
- A forward-looking perspective on where applied behavioral science is headed
Want to go deeper?
Explore Nick Naumof's blog for articles that expand on the themes in the book — from pricing psychology to the peak-end rule and beyond.