26 March 2012

Desire engines

Be the first to share

Nir Eyal’s third Techcrunch article on behavioural engineering, delves into the topic of “desire engines”.

“Desire engines go beyond reinforcing behavior; they create habits, spurring users to act on their own, without the need for expensive external stimuli like advertising. Desire engines are at the heart of many of today’s most habit-forming technologies. Social media, online games, and even good ol’ email utilize desire engines to compel us to use them.

At the heart of the desire engine is a powerful cognitive quirk described by B.F. Skinner in the 1950s, called a variable schedule of rewards. Skinner observed that lab mice responded most voraciously to random rewards. The mice would press a lever and sometimes they’d get a small treat, other times a large treat, and other times nothing at all. Unlike the mice that received the same treat every time, the mice that received variable rewards seemed to press the lever compulsively.

Humans, like the mice in Skinner’s box, crave predictability and struggle to find patterns, even when none exist. Variability is the brain’s cognitive nemesis and our minds make deduction of cause and effect a priority over other functions like self-control and moderation.”

Read article

Be the first to share
28 January 2016
The Power of Privacy – documentary film
In this half-hour film (commissioned by The Guardian and Silent Circle), Aleks Krotoski travels the world to undergo challenges that explore our digital life in the 21st century. Watch her be stalked and hacked, fight to …
27 January 2016
Remaking Ford into a user experience-driven company
Ford CEO Mark Fields recently declared that Ford would be remade as a user-experience driven company: "We have obviously a lot experience in the car business, over 113 years, and our differentiation is going to be …
24 January 2016
The grand illusion of empowerment
Financial times journalist/anthropologist Gillian Tett deconstructs the idea that the internet hands power to the people. In fact, she writes, in most countries power remains firmly in the hands of the elite. The bitter — and …
22 January 2016
The power of creativity from below
Anthropologist Michael Thompson believes in the power of creativity from below in solving some of the smaller and bigger problems of our time. "People generally are very creative and innovative. Many anthropological case studies have shown …
21 January 2016
The IBM plan to bring design thinking to big business
For going on four years now, IBM has been working to reinvent itself as a design-led business. In 2012, the computing behemoth employed just one designer for every 80 coders. Today, that ratio stands at …
21 January 2016
Target CEO goes on ethnographic tour of customers’ homes
Target CEO Brian Cornell’s quest to understand shoppers takes him inside customers’ homes, looking in their cupboards and closets during pre-arranged visits. The Target Corporation is the second-largest discount retailer in the United States, behind Walmart. …
20 January 2016
Forrester Research: Mobile marketing companies lack ethnographic capabilities
In June 2015, Google commissioned Forrester Consulting to evaluate how prepared mobile marketers are to deliver to consumers during quick mobile "moments" - i.e. — instances when they reflexively turn to their devices to act …
11 January 2016
How Eataly has redefined the third place to create a new customer experience
This short reflection on Eataly by Sergio Gutierrez, Ankur Johar, Christian Lillo, Anjali Singh and and Sofia Sourtzis positions it as a "third place". Ray Oldenburg introduced the concept of the third place in 1989 in …

We are an international experience design consultancy helping companies and organisations to innovate their products, services and processes by putting people and their experiences first.

18 January 2016
Experientia website completely reshaped

Experientia is pleased to announce that we’ve started 2016 with a brand new website. Experientia’s now officially 10 years old, and we decided that the best way to celebrate is by building a new website that showcases our growth – with new projects, new people in the staff, and two new locations in Lausanne and […]

1 January 2016
For when things get personal…
13 October 2015
Experientia report: Design for ageing gracefully

Design for Ageing Gracefully Rethinking Health and Wellness for the Elderly: Public Services Asian Insights & Design Innovation, DesignSingapore Council October 2015

29 September 2015
[Experientia book] Ethnography on elderly health and wellness

As we age, we increasingly depend on public services and the community for support. Well-designed public services can greatly affect the lives of the elderly and their experiences of healthcare. Experientia collaborated with DesignSingapore Council on understanding how the elderly interact with public services and how we can look towards improving their lives with design. […]

2 July 2015
Getting citizens involved in protecting fragile energy environments

A new project funded under the FP7 European Commission framework is getting citizens involved in testing new tools for reducing energy consumption during peak loads, in the hope that its pilot program will set the new state of the art for protecting locations with fragile electricity supplies. One of France’s most fragile regions The Provence-Alpes-Côte […]

5 May 2015
Experientia designer Dohun YuLuck Jang 유록 in Design 4 Disaster

Design 4 Disaster features an engaging illustrated safety manual for ship passengers, a personal project by Experientia designer Dohun YuLuck Jang 유록. After the Korean ferry accident last year, Yuluck (who is Korean) wanted to find a way to make safety manuals more interesting to read. He spent one year designing an interactive safety guide […]

See all articles