Why the digital industry isn't about technology, but human behaviour.

1. @justininza
Digital isn’t about technology,
it’s about behaviour!

2. @justininza

3. @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.!

4. @justininza
Slaves to behaviour!

5. @justininza

6. @justininza
When we think digital we default
think technology
!

7. @justininza

8. @justininza

9. @justininza

10. @justininza

11. @justininza
Machine learning meets
behavioural economics!

12. @justininza
“We humans are pattern seekers. Look no
further than the ease with which people see
patterns where none exist.”!
!
Daniel
Kahneman

13. @justininza
05-2012!
$38.00!
09-2013!
$38.00!
09-2012!
$17.55!
In stream ads
+ mobile!

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

15. @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.
!

16. @justininza

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

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

19. @justininza

20. @justininza
We think of ourselves as two selves:!
!
1. The experiencing self (lives in the present)!
2. The remembering self (the storyteller)!

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

22. @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.

23. @justininza
Gartner Hype Cycle for Emerging Tech:
expectations/time!
Innovation
trigger!
Slope of enlightenment!
Trough of
disillusionment!
Peak of
inflated
expectation!
Plateau of
productivity!
expectation!
time!

24. @justininza

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

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

27. @justininza

28. @justininza

29. @justininza

30. @justininza
AdLand has at times practiced
advertising for advertising’s sake.
TechLand mustn’t practice tech for
technology’s sake.!

31. @justininza
Vamos!