@justininza

Digital isn’t about technology, it’s about behaviour!

@justininza

@justininza

Whether you’re in media, communications, coding, data

analysis, gaming, retailing…..if you’re not designing around human

behaviour you’re wasting your time.!

@justininza

Slaves to behaviour!

@justininza

@justininza

When we think digital we default think technology

!

@justininza

@justininza

@justininza

@justininza

@justininza

Machine learning meets behavioural economics!

@justininza

“We humans are pattern seekers. Look no further than the ease with which people see

patterns where none exist.”!!

Daniel  Kahneman  

@justininza

05-2012!$38.00!

09-2013!$38.00!

09-2012!$17.55!

In stream ads + mobile!

@justininza

Predicting human behaviour is as simple as nailing jelly to the wall.!

@justininza

Increasingly, computer programmers and data scientists

require dual expertise in both social science and computer

science, adding competence in behavioural economics — to more traditionally recognized requirements like algorithms, interfaces, systems, machine

learning, and optimization.!

@justininza

@justininza

!On predictions: experts are no more reliable than random coin tosses.!!Spurious correlations abound!!!Outlier examples get attention beyond academia.!

@justininza

h+ps://www.youtube.com/watch?v=z4zhI9uLs4U  

@justininza

@justininza

We think of ourselves as two selves:!!

1.  The experiencing self (lives in the present)!

2.  The remembering self (the storyteller)!

@justininza

h+ps://www.youtube.com/watch?v=XgRlrBl-­‐7Yg  

@justininza

We  don’t  choose  between  experiences,  we  choose  between  memories  of  experiences.  

 We  don’t  think  of  our  future  as  experiences,  

we  think  of  it  as  anPcipated  memories.  

@justininza

Gartner Hype Cycle for Emerging Tech: expectations/time!

Innovation trigger! Slope of enlightenment!Trough of

disillusionment!Peak of inflated

expectation!Plateau of

productivity!

expe

ctat

ion!

time!

@justininza

@justininza

What  Jobs  understood  was  that  iTunes  wasn’t  about  technology  but  about  an  unmet  behavioural  need.  

@justininza

What  Larry  &  Sergei  understood  was  that  informaPon  search  wasn’t  about  technology  but  about  an  under-­‐delivered  need.  

@justininza

@justininza

@justininza

@justininza

AdLand has at times practiced advertising for advertising’s sake.

TechLand mustn’t practice tech for

technology’s sake.!

@justininza

Vamos!