> For a big enough digital product, "hacking psychology" happens by default, more than intentionally...
Totally agree.
> ..arrived at through a sort of natural selection process.
I am not so sure. This all well-known stuff and employed methodically. There is an interesting article where a Google design ethicist explains how technology hijacks your mind [1].
TL;DR:
Hijack 1: If You Control the Menu, You Control the Choices. Ask yourself: What’s not on the menu?, Why am I being given these options and not others? Do I know the menu provider’s goals? Is this menu empowering for my original need, or are the choices actually a distraction?
Hijack 2: Make apps behave like Slot Machines - give a variable reward. If you want to maximize addictiveness, link a user’s action (like pulling a lever) with a variable reward. You pull a lever and immediately receive either an enticing reward (a match, a prize!) or nothing. Addictiveness is maximized when the rate of reward is most variable.
Hijack 3: Fear of Missing Something Important (FOMSI). If I convince you that I’m a channel for important information, messages, friendships, or potential sexual opportunities — it will be hard for you to turn me off, unsubscribe, or remove your account — because there is a 1% chance you could be missing something important.
Hijack 4: Social Approval. When you get tagged by my friend, you think s/he made a conscious choice to tag you, when actually s/he just responds to Facebook’s suggestion, not making an independent choice. Thus Facebook controls the multiplier for how often millions of people experience their social approval on the line.
Hijack 5: Social Reciprocity (Tit-for-tat). You follow me — it’s rude not to follow you back. When you receive an invitation from someone to connect, you imagine that person making a conscious choice to invite you, when in reality, they likely unconsciously responded to LinkedIn’s list of suggested c ontacts.
Hijack 6: Bottomless bowls, Infinite Feeds, and Autoplay
Hijack 7: Instant Interruption vs. “Respectful” Delivery. Messages that interrupt people immediately are more persuasive at getting people to respond than messages delivered asynchronously.
Hijack 8: Bundling Your Reasons with Their Reasons. When you you want to look up a Facebook event happening tonight (your reason) the Facebook app doesn’t allow you to access it without first landing on the news feed (their reasons), so Facebook converts every reason you have for using it, into their reason which is to maximize the time you spend consuming things. In an ideal world, apps would always give you a direct way to get what you want separately from what they want.
Hijack 9: Inconvenient Choices. Businesses naturally want to make the choices they want you to make easier, and the choices they don’t want you to make harder. NYTimes.com claims to give you “a free choice” to cancel your digital subscription. But instead of just doing it when you hit “Cancel Subscription,” they force you to call a phone number that’s only open at certain times.
Hijack 10: Forecasting Errors, “Foot in the Door” strategies. People don’t intuitively forecast the true time cost of a click when it’s presented to them. Sales people use “foot in the door” techniques by asking for a small innocuous request to begin with (“just one click”), and escalating from there (“why don’t you stay awhile?”). Virtually all engagement websites use this trick.
> When you receive an invitation from someone to connect, you imagine that person making a conscious choice to invite you, when in reality, they likely unconsciously responded to LinkedIn’s list of suggested contacts.
There's a worse version here: some companies will mine various sources of information to get a strong indication that A knows B, suggest to B that they should connect to A in a way that sounds like an invitation from A but isn't, and if B takes the suggestion, send an invitation to A saying that B wants to connect.
Excellent comment. I remember psychologists talking about the addictiveness of certain games (most notably MMOs) and identifying similar design elements.
In college I thought I might want to make games but got a dose of reality from MMOs and realized I wanted no part in building those traps for other people.
It's funny - my group of friends used to be hardcore MMO gamers, but after a while the skinner box effect became so obvious to everyone that we could no longer bring ourselves to play them. We've been discussing whether the addictiveness of games such as WoW actually spelled out the death of MMOs.
WoW has actually toned down the Skinner box effect. People would get stuck trying to repeat an event 10 times with a 20% success rate per try. If you have a lot of players then the number of people screwed over by getting the long statistical tail resembles the participant count of your forums. Bad press.
So you get credit for effort. Your odds go up with each attempt until you succeed. Rare items though, still Skinner boxes.
Totally agree.
> ..arrived at through a sort of natural selection process.
I am not so sure. This all well-known stuff and employed methodically. There is an interesting article where a Google design ethicist explains how technology hijacks your mind [1].
TL;DR:
Hijack 1: If You Control the Menu, You Control the Choices. Ask yourself: What’s not on the menu?, Why am I being given these options and not others? Do I know the menu provider’s goals? Is this menu empowering for my original need, or are the choices actually a distraction?
Hijack 2: Make apps behave like Slot Machines - give a variable reward. If you want to maximize addictiveness, link a user’s action (like pulling a lever) with a variable reward. You pull a lever and immediately receive either an enticing reward (a match, a prize!) or nothing. Addictiveness is maximized when the rate of reward is most variable.
Hijack 3: Fear of Missing Something Important (FOMSI). If I convince you that I’m a channel for important information, messages, friendships, or potential sexual opportunities — it will be hard for you to turn me off, unsubscribe, or remove your account — because there is a 1% chance you could be missing something important.
Hijack 4: Social Approval. When you get tagged by my friend, you think s/he made a conscious choice to tag you, when actually s/he just responds to Facebook’s suggestion, not making an independent choice. Thus Facebook controls the multiplier for how often millions of people experience their social approval on the line.
Hijack 5: Social Reciprocity (Tit-for-tat). You follow me — it’s rude not to follow you back. When you receive an invitation from someone to connect, you imagine that person making a conscious choice to invite you, when in reality, they likely unconsciously responded to LinkedIn’s list of suggested c ontacts.
Hijack 6: Bottomless bowls, Infinite Feeds, and Autoplay
Hijack 7: Instant Interruption vs. “Respectful” Delivery. Messages that interrupt people immediately are more persuasive at getting people to respond than messages delivered asynchronously.
Hijack 8: Bundling Your Reasons with Their Reasons. When you you want to look up a Facebook event happening tonight (your reason) the Facebook app doesn’t allow you to access it without first landing on the news feed (their reasons), so Facebook converts every reason you have for using it, into their reason which is to maximize the time you spend consuming things. In an ideal world, apps would always give you a direct way to get what you want separately from what they want.
Hijack 9: Inconvenient Choices. Businesses naturally want to make the choices they want you to make easier, and the choices they don’t want you to make harder. NYTimes.com claims to give you “a free choice” to cancel your digital subscription. But instead of just doing it when you hit “Cancel Subscription,” they force you to call a phone number that’s only open at certain times.
Hijack 10: Forecasting Errors, “Foot in the Door” strategies. People don’t intuitively forecast the true time cost of a click when it’s presented to them. Sales people use “foot in the door” techniques by asking for a small innocuous request to begin with (“just one click”), and escalating from there (“why don’t you stay awhile?”). Virtually all engagement websites use this trick.
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[1] http://www.tristanharris.com/2016/05/how-technology-hijacks-...