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!