How little design choices shape our behaviours

Last year I visited the Stasi-museum in Berlin. The museum is located at the former Stasi-Headquarters. I can recommend it. One of the things that struck me was that the DDR-intelligence service had such an obsession with collecting data, that they couldn't cope with it. Actually, the resistance knew this. They helped to create so many files with so many futile details about people, that the intelligence system simply couldn't cope with the data. Of course, that was back in the days when data was analogue, not digital. 

The Stasi's probably would have been shocked by the granularity of the data that technology companies and data brokers have about us. The big and frightening thing is not the monitoring of our online behaviours or the monitoring of what we share. That's just the tip of the iceberg. The real problem is a second and third layer put on top of the things we reveal about ourselves. (HT Miel van Opstal) 
 

• Layer 1: The things we share
• Layer 2: What your behaviour tells them 
• Layer 3: What the machine thinks about you. 

 "The task of these profile-mapping algorithms is to guess things that you are not likely to willingly reveal. These include your weaknesses, psychometric profile, IQ level, family situation, addictions, illnesses, whether we are about to separate or enter in a new relationship, your little obsessions (like gaming), and your serious commitments (like business projects)".

The problem with this profiling is that "your online profile is less a reflection of you than a caricature". It's what the algorithm infers about you, based on statistical correlations. In the hands of authoritarian governments, these algorithms become a tool for manufacturing consent. The Chinese government will use this data to monitor you and to nudge you towards good citizen behaviour. 

But in the hands of advertisers, the algorithms produce more of the same shit. Only better targeted. Back in the days, advertisers tried to break into your attention through commercials and ads. We knew this was the price we had to pay for free content. And it worked like a charm. Today digital marketeers mistake re-targeting for stalking. The recommendation engines of the e-commerce websites treat you like you're obsessed with only one genre. And the Youtube and Facebook algorithms try to extend your time on their platforms by suggesting you radical content. 

The problem with digital marketing is that people who love to work with technology are usually the left-brainers, who tend to be very analytical. If you leave seduction to the geeks, then don't be surprised that the geek will delve into the data and then weaponise the data to use it against you. If you ever had an awkward meeting with a salesperson who tries way too obvious to script your personal story into his sales pitch, you know what I'm talking about. The problem with creative people is that data and technology scare or bore them. 

Marketing is a subtle human game of seduction. Humans are way more complicated than the caricature that the algorithms and their digital marketing puppeters make of them. Knowing a lot about me and using this knowledge to seduce me, actually triggers the exact opposite feelings of disgust and anger. In stead of trying to seduce me to buy your stuff, try to trigger me to help me to achieve my goals. Or help me to break with my unhealthy habits or trigger me to make better choices in my life. There's so much you can do to use the intelligence you have to actually be meaningful to me. Just don't treat me like consuming stuff is my only purpose in life. 

Enjoy te weekend!
Tom 
 

Considering a Behavioural Design Sprint with us? Book 60 minutes with SUE. Get to know the people behind SUE / Behavioural Design Academy and get a Behavioural Design perspective on your challenge. Who knows where it could lead to...