From Intelligence Analyst to Product Whisperer: Decoding Human Behavior in Tech with Yael Mark

In this episode of Deep Thoughts with Michelle Handy, we dive into the messy, fascinating world of human behavior in product design with behavioral product manager Yael Mark. From military intelligence to tech consulting, Yael brings a rare lens to how we build digital experiences that truly work for real people.

Yael shares how her time building internal platforms in the Israeli military shaped her understanding of friction, user resistance, and behavior change—even in highly controlled environments. Now, she applies behavioral science to help product teams design user journeys that feel intuitive, motivating, and deeply human.

We explore her approach to mapping messy decision flows, why context matters more than motivation, and the behavioral design tweak that drove a 1,400% increase in user engagement.

In This Episode, You’ll Learn:

• Why user resistance exists even when you “control” the environment
• How Yael approaches product flows with behavior in mind (and without analysis paralysis)
• Why it’s not enough to reduce friction—you need to understand why it exists
• The small UX copy tweak that drove dramatic engagement in a cybersecurity platform
• How behavioral science complements qualitative user research (and why interviews aren’t enough)
• How to use behavioral insights to focus your testing and prioritize product changes
• Why framing matters more than friction—and how to use both to drive outcomes

Featured Guest: Yael Mark

Yael is a behavioral product manager and consultant with a background in military intelligence and behavioral science. She previously led product at Cyberbit, where she drove 14x engagement through behavioral interventions. Today, she helps health tech and mental health companies build more effective, human-centered digital experiences. She’s also a contributing writer at The Decision Lab and a bold, beloved voice on LinkedIn, known for breaking down behavioral science with humor, honesty, and heart.

Connect with Yael

• LinkedIn – Yael Mark
• Yael’s Newsletter