Richard Hare1 Thing I learnedCambridgeUX CAM 2014

Breaking The Bank

learning from casinos about

interaction, habits and the future of neuroergonomic

UX design

Alastair Somerville

Why do people gamble?

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.

2. Action

3. Variable Rewards

Variable rewards

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

B.F. Skinner “positive reinforcement

results in lasting behavioral modification”

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

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.”

Summary

UI enables individual habits

UX enables social interaction

Conclusion

“You are not designing a screen, you are designing

social events”

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/