tom de bruyne - behavior design ams 11
Post on 23-Jan-2017
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THE DARK WISDOMHow design manipulates the
way we think, feel and behave
Nearly all of our thoughts, behaviors, convictions, and attitudes are shaped by behavioral designers. We have a duty to fight evil design, discover bad design and embrace our dark wisdom to manipulate the world for good.
DARK WISDOM:
Rules, principles and tactics
to manipulate our thoughts and actions
BAD DESIGN
EVIL DESIGN
GOOD DESIGN
Worst!!
EVIL DESIGNERSuse behavioral design principles to install power
1
Design procedure for hope
Laurent Binet - HHHH
Design for terror
Framing as evil design force
Georges Lakoff - Don’t Think of an Elephant
BAD DESIGNERSBadly designed systems are full of perverse incentives
2
Banking is designed like a game. Bankers act like gamers
Joris Luyendijk - dit kan toch niet waar zijn
Rank and Yank
The design of the system keeps the system in place
Every system is full of perverse triggers The Shirky Principle
Paul Verhaeghe - Identiteit
“The Utopian in its full glory is nothing more than a dry bureaucrat who arranges both the landscape and the soul according to his preference. His ‘Fantasy Product’
demonstrates a remarkable lack of imagination as well as a surprising!—!if not alarming- limited arsenal of themes .. . […]. In his mind the world looks like a
chessboard, populated by pawns that move when and where he wants them to move. Nobody can escape this neurotic paternalism, which!—!according to Kant!—!
is the worst form of despotism one can possibly imagine”.
Tommy Wieringa
Tommy Wieringa - De Staat als Pooier
GOOD DESIGNERSHow we behavioral designers can manipulate the world into a better place
3
Richard Rorty
“We resent the idea that we shall have to wait for the strong to turn their piggy little eyes to the suffering of the weak, slowly open their dried-up little hearts. We desperately hope there is something stronger and more powerful that will hurt the strong if they do not do these things.”
Richard Rorty - Human Rights, Nationality an Sentimentality
One tiny intervention in choice architecture could save thousands of lives
http://www.sueamsterdam.com/blog/de-grote-manipulatie/
Persuasion versus Seduction Do Gooders should learn to stop persuading
http://www.sueamsterdam.com/blog/de-twee-dodelijkste-wapens-voor-het-verleiden/
Reframe Tax Optimization as greed an theft Reframe tax as membership fee . Give privileges with social status
Put a behavioral economist in policy making Holland’s addicted to availibility heuristics
http://www.sueamsterdam.com/blog/nederlands-obsessie-met-regels/
The best diet is the one that tells you to eliminate a couple of things, not the one that makes you think all the time
BONUS
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tom@sueamsterdam.com
SUE is a Behavioral Design Agency
We use design, technology and data to turn deep understanding of the connected consumer into business
advantage for our clients
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