1 Thing I Learned at UX Cambridge 2014
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Transcript of 1 Thing I Learned at UX Cambridge 2014
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/