Source [[Book - Laws of UX - Using Psychology to Design Better Products and Service]] # How Technology Shapes Behavior - B F Skinner - Operant Conditioning - Too much or too little reinforcement led to the animals losing interest, but random reinforcement led to impulsive, repeated behaviour. - Casino - Addiction by Design, Natasha Dow Schull - Currently, social media uses similar principles ## Intermittent Variable Rewards - Use of Variable Rewards - Pull to refresh - Loading new content - like slot machine ## Infinite Loops - Autoplay Videos, infinite scrolling feeds. - Ensure passive consumption. ## Social Affirmations - Social Media - "Likes", "Positive Comment" - Dopamine ## Defaults - Default settings - people usually change them (Facebook settings) ## Lack of Friction - The more convenient it is, easier for it to become habits - Remove barriers ## Reciprocity - Social norms. - Linkedin, - when people endorse you, you endorse the person back ## Dark patterns - Purposely designed to mislead people. - Like shopping website showing "Low stock", to drive scarcity # Why Ethics Matter - ## Good intentions, unintended consequences - Facebook 2009 introduced LIKE, - Snapchat filters drive body dysmorphia - Melissa Hunt, Rachel Marx, Courtney Lipson, and Jordyn Young, “No More FOMO: Limiting Social Media Decreases Loneliness and Depression,” Journal of Social and Clinical Psychology 37, no. 10 (2018): 751–68. - ## The Ethical Imperative - Human goals vs company goals -- there is a gap. - Build technology to enhance, and augment human experience, goals, not to replace them with virtual interaction and rewards. - ## Slow Down and Be Intentional - Think beyond the happy path - that means design MVP based on nonideal scenario first, not "happy case". - Diversify teams and thinking - Look Beyond Data - Quantitative Data is not a complete picture - Qualitative Research!