1 thing i learned at ux cambridge 2014

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Richard Hare 1 Thing I learned Cambridge UX CAM 2014

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Page 1: 1 Thing I Learned at UX Cambridge 2014

Richard Hare1 Thing I learnedCambridgeUX CAM 2014

Page 2: 1 Thing I Learned at UX Cambridge 2014

Breaking The Bank

learning from casinos about

interaction, habits and the future of neuroergonomic

UX design

Alastair Somerville

Page 3: 1 Thing I Learned at UX Cambridge 2014

Why do people gamble?

Page 4: 1 Thing I Learned at UX Cambridge 2014
Page 5: 1 Thing I Learned at UX Cambridge 2014

1. Trigger

External triggers: email or website link As soon as users no longer need an

external alert, a habit – powered internally – has been formed.

Page 6: 1 Thing I Learned at UX Cambridge 2014

2. Action

Page 7: 1 Thing I Learned at UX Cambridge 2014

3. Variable Rewards

Page 8: 1 Thing I Learned at UX Cambridge 2014

Variable rewards

Rewards of the tribe Rewards of the hunt Rewards of the self

Page 9: 1 Thing I Learned at UX Cambridge 2014

B.F. Skinner “positive reinforcement

results in lasting behavioral modification”

“punishment changes behavior only temporarily and has many detrimental side-effects”

Page 10: 1 Thing I Learned at UX Cambridge 2014
Page 11: 1 Thing I Learned at UX Cambridge 2014

So why do people gamble?

“...dopamine levels in our brains vary the most in situations where we are unsure if we are going to be rewarded, such as when we are gambling or playing the lottery.”

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Summary

UI enables individual habits

UX enables social interaction

Page 13: 1 Thing I Learned at UX Cambridge 2014

Conclusion

“You are not designing a screen, you are designing

social events”

Page 14: 1 Thing I Learned at UX Cambridge 2014

ReferencesWant to hook your users? Drive them crazy (An intro to variable rewards)

http://www.nirandfar.com/2012/03/want-to-hook-your-users-drive-them-crazy.html

It's a gamble: dopamine levels tied to uncertainty of rewards

http://news.vanderbilt.edu/2004/05/its-a-gamble-dopamine-levels-tied-to-uncertainty-of-rewards-59664/

Why are variable rewards addictive?

http://www.quora.com/Why-are-variable-rewards-addictive

Book review: “Hooked - How To Build Habit Forming Products”

http://marcabraham.wordpress.com/2014/06/21/book-review-hooked-how-to-build-habit-forming-products/