The Hidden Persuaders of the Digital Age

by Per Axbom

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@axbom THE HIDDEN PERSUADERS OF THE DIGITAL AGE PER AXBOM @axbom

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Take out your phone.

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Write a message to someone you care about. Perhaps someone who has not heard from you in a while. Just wanted to say hi. Hope you’re having a great day.  Thinking about you. Would love to get together soon. Realized we haven’t talked in a while. Talk this weekend?

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@axbom When good turns out to be bad

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The overall eﬀect of food aid programs is the disruption of local agricultural markets, making it harder for poor countries to develop their own resources and feed themselves in the long run.

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Loss aversion Sunk coﬆ fallacy Anchoring Bandwagon effect Decoy effect Expectation bias Confirmation bias

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Biases are a human trait, and  can be a weakness. Bias is the tendency to have an opinion, or view, that is often without considering evidence and other information. As designers we are not learning about human weaknesses so that we may exploit them.  Our job is to remedy them.

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My boyfriend just saw two suspicious African- American men in a car. They drove their car up the street, made a U-turn, and parked.” The private social network for your neighborhood. Imagine having to realize that the platform you built to bring communities closer is in fact creating great divides within them.

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"I'm a person of color so it really cut deep. We hated the idea that something we built would be viewed as racist… I hadn't seen it in my own neighborhood's Nextdoor and so didn't realize it was an issue for us. Once I got past that, I was powered by the challenge to do something about it." Nirav Tolia, CEO of Nextdoor

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✓ Listening ✓ Assuming ownership ✓ Transparency ✓ Positive friction ✓ Leadership buy-in How NextDoor managed negative impact

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OUTCOME

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IMPACT

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Whenever I’m asked to autograph a copy of “Nudge,” the book I wrote with Cass Sunstein, the Harvard law professor, I sign it, “Nudge for good.” Unfortunately, that is meant as a plea, not an expectation. – Richard A Thaler

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“UX is about putting people ﬁrﬆ”

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@axbom The fallacy of frictionless

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A B “Thanks for giving me a break buddy!”

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LOW HIGH BRAINPOWER

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LOW HIGH BRAINPOWER

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profit buyer uses reptilian brain LOW HIGH BRAINPOWER

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76 work days http://techland.time.com/2012/03/06/youd-need-76-work-days-to-read-all-your-privacy-policies-each-year/

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@axbom Liﬆening for negative impact

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input investments and resources output product/service provided outcome immediate achievements impact medium/long-term consequences cultural economic environmental health / well-being political scientific social technological measured rarely measured Impact represents an intended or unintended significant change that affects people on an individual or societal level. In finance, we have developed shared fundamentals, which include risk, return, liquidity, volatility… to manage financial goals. For impact, there is a shared underﬆanding that impact refers to material effects experienced by people and planet, both positive and negative and include 5 dimensions: what, how much, who, contribution and risk.

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Own chocolate Inveﬆ in chocolate Weight gain Acne Addiction Eat chocolate Soon hungry again Hungry? INPUT OUTPUT OUTCOME IMPACT ✓ Hunger corrected

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Notifications built Communicate need Stress/Anxiety False positives Concentration lapses Notifications sent  User reminded  People act on the notification Lower work performance Lots on your mind? INPUT OUTPUT OUTCOME IMPACT PUSH NOTIFICATIONS Diminishing truﬆ

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Your go-to design choice for  interrupting human relationships and disrupting concentration. Notiﬁcations LOOK OVER HERE!

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WHAT HOW MUCH WHO CONTRIBUTION RISK Induced stress A lot Overworked psychologists Big Patient harm The Impact Management Project is the voice of over 700 practitioners from across geographies and disciplines. Online behavioral therapy. Notiﬁcations to psychologiﬆs.

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Peak Notiﬁcation Hey friend! I just wanted to take a slice out of your life. Bye!

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Peak Asshole Allow notiﬁcations? YES NO

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A B

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A higher conversion rate is not equivalent to “better for the person”.

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Ask a psychiatriﬆ

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Buying milk online 6 for 70kr

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LOW HIGH BRAINPOWER

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PER AXBOM Why designers fail

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It would appear… that designers are also human beings. “Life is a Long Journey between Human Being and Being Human. Let's take at least one step each day to cover the distance.” — Drishti Bablani

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“This works really well.  Yes, I understand completely.” Choice-supportive bias Conﬁrmation bias “I believe you.” Framing

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16 out of 20 users found the search function on the website. 4 out of 20 users could not find the search function on the website.

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Many designers express an ethical boundary of not working for tobacco, gambling or even soda companies… …yet have no problem working with solutions that encourage people to submit to a sedentary lifeﬆyle, engage in addictive behavior or pursue short-term rewards.

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the anxiety is real the nudges don’t make it easier what is right?

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“The design industry is part of the problem. There is an idea that we constantly have to produce new things. The industry is oriented around launches and designing a new one and another new one.” – Florian Idenburg, principal of SO-IL

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The problem-solver  is part of the problem. Wherever you go, there you are.

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The paradox of “a seat at the table”. Inﬆead of focusing on people, designers are focusing on numbers.

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PER AXBOM The power of you

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The mental discomfort (psychological ﬆress) experienced by a person who simultaneously holds two or more contradictory beliefs, ideas, or values. A consequence of a person’s performing an action that contradicts personal beliefs, ideals, and values; and also occurs when confronted with new information that contradicts said beliefs, ideals, and values. Cognitive dissonance

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Raise your hand and take it down when you hear a queﬆion you do not agree with. ✓ I have lied. ✓ I have lied to someone I care about. ✓ When I lie it is often to protect the feelings of the person I am lying to. ✓ I believe I will continue to lie. ✓ I have based design decisions on too little data. ✓ I will continue to design with too little data.

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I am a good person? You are a human

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Token absolutism Relativism - Absolutism Utilitarianism Kantian ethics Situation ethics Virtue ethics

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PERSON 1: “Does my hair look good.”  PERSON 2: (lying) “Yes.” PERSON 1: “Awesome; I’ll keep going to this new hairdresser I’ve found then.” Outcome: Everyone feels good in the moment. Impact: Person 1 will keep having bad hair.

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I don’t care I want to behave responsibly I want to support activities and businesses that have a positive eﬀect on the world I want to contribute to solutions

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You are never juﬆ working on an interface or an information architecture. You are working on a slice of other people’s lives.

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@axbom Your material and your tools

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Richard Lee, New Zealand

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Prejudice that causes negative impact is already woven into the fabric of the Internet. If you don’t take a ﬆand and make considered choices for change, minorities and underserved groups will keep being hurt.

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The legacy of city planner Robert Moses

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People who are already being hurt are the ones who are moﬆ likely to get hurt by your design. We talk a lot about empathy in UX but we rarely talk about how empathy itself is prejudiced.

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Gender and sexuality minorities Religious minorities Racial minorities Ethnic minorities Age minorities People with disabilities People in poverty Suﬀerers of crime

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adjective having or showing laziness or negligence. Synonyms: lax, negligent, neglectful, remiss, careless, slapdash, slipshod, lackadaisical, lazy, ineﬃcient, incompetent, inattentive, oﬀhand, casual, disorderly, disorganized;

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What How much Who Racial proﬁling People of color Important negative outcome Important positive outcome Neutral Marginal effect Deep effect For few For many Short-term Long-term Slowly Quickly Well-served Underserved IMPACT ASSESSMENT Adapted from www.impactmanagementproject.com

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The Chlamydia Home Teﬆ Kit male female

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The Chlamydia Home Teﬆ Kit vagina penis

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The Chlamydia Home Teﬆ Kit vagina penis A United Nations fact sheet eﬆimates that up to 1.7 per cent of the population “is born with intersex traits”.

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I will never get inclusion on my own. No matter who my friends are. I need to work hard to include a diverse mix of people in the design process. And I need to liﬆen for negative impact all the time. My name is Per and I am a white man. I am a middle-aged, cisgender, privileged, liberal designer with a boatload of prejudice.  I am not a person you should truﬆ for answers. I love my job but I need to love people ﬁrﬆ.

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DickPicLocator

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@axbom Adding friction

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YOUR WEBSITE HOME INFO ABOUT CONTACT WE ARE UNIQUE READ MORE We are extremely unique and different from our competitors by having a website that looks exactly the same. Always. Three. Columns. We could have four columns. But everyone else has three. Feeling creative we added pic of smiling woman here. Yup, the website layout says we can offer only 3 services. Idea stolen, with utmost respect, from Dave Ellis. / novolume.co.uk

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You will find the password by reading the welcome information carefully. In this film you will find the password for logging in to the booking system, 5 small characters. Your username is in the confirmation e-mail. Code of conduct explained whilst giving out one letter of the password every thirty seconds.

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“Dana made it hard for people to join, but that was great, because our members were loyal, active and serious.” Kevin Spacey about creating triggerstreet.com, a community for script writers. LOW HIGH BRAINPOWER

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We design thinking LOW HIGH BRAINPOWER LOW HIGH BRAINPOWER

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@axbom Final words Your promise to your profession

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✓ I didn’t know it ✓ I didn’t mean it ✓ I was forced ✓ It wasn’t me ✓ I didn't understand Inﬆead of this…

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✓ Listen (for real) ✓ Assume ownership ✓ Be transparent ✓ Use positive friction ✓ Make ethics and impact assessment part of your process …do this.