Some Be­havioural De­sign Prin­ci­ples

Rotman Management Magazine - - FROM THE EDITOR -

We ex­pect the fol­low­ing be­havioural de­sign prin­ci­ples to be­come com­mon­place as hu­man aug­men­ta­tion takes hold.

1. De­sign­ing for cog­ni­tive bi­ases:

Be­havioural Eco­nomics will in­form suc­cess­ful de­sign for hu­man aug­men­ta­tion tech­nolo­gies. De­sign­ers may need to in­clude de­sign el­e­ments that pro­vide choice and user con­trol, for ex­am­ple. Mar­keters could frame th­ese de­signs by em­pha­siz­ing what users lose by fail­ing to adopt new tech­nolo­gies (lev­er­ag­ing the bias of loss aver­sion). Sim­i­larly, they could in­cor­po­rate mes­sag­ing on adop­tion rates by oth­ers in the com­mu­nity to en­cour­age up­take ( so­cial norms).

2. Dif­fer­en­ti­at­ing for so­cial con­texts:

Since users en­dow an­thro­po­mor­phic prod­ucts with hu­man-like at­tributes, th­ese prod­ucts ex­ist in spe­cific so­cial con­texts. De­vel­op­ers will need to de­sign dif­fer­ently for each con­text. For in­stance, users might pre­fer that homecare ro­bots as­sist­ing them with bathing be less life­like than those help­ing them with fi­nan­cial plan­ning; Users in China view pri­vacy and con­trol dif­fer­ently from those in Europe; and dif­fer­ent gen­er­a­tions will bring dif­fer­ent lev­els of ac­cep­tance to their adop­tion of new tech­nolo­gies.

3. Learn­ing based on the stages of adop­tion:

Since hu­man aug­men­ta­tion tech­nolo­gies are a new space, com­pa­nies will con­tin­u­ously adapt de­signs and in­cor­po­rate the lessons they learn. In­deed, user bi­ases them­selves will change at dif­fer­ent stages of the adop­tion curve. Fears of technology and the need for hu­man con­trol could dis­si­pate with time; de­signs will adapt. On the other hand, other cog­ni­tive bi­ases will be­come more im­por­tant with time. One ex­am­ple is au­to­ma­tion bias, which is the ten­dency to rely ex­ces­sively on au­to­ma­tion over hu­man judg­ment.

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