Depuis Skynet jusqu' à ØPP, tout en passant par Globule Bleu ou encore 123devis.com, Dominique Mangiatordi aura accumulé des expériences les plus diverses et porté une multitude de casquettes. Pour le Job It day, il parlera de sa vision sur l'évolution des métiers et l'attitude à adopter pour rester dans le courant sans pour autant se faire emporter.
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3. ANGLE 1
BIG DATA
ANGLE 2
BHEVIORAL
DESIGN
ANGLE 3
GAMIFICATION
ANGLE 4
AUGMENTED
AND VIRTUAL REALITY
ANGLE 5
CONVERSATIONAL
CUSTOMER
THE AUGMENTED CUSTOMER
5 ANGLES FOR A BETTER UNDERSTANDING
S T A R T U P
STUDIO
BEHAVIORAL
14. There are more than
175 cognitive bias
that are affecting our
decisions and own thinking.
15.
16. 4 problems that biases
help us address
Information overload Lack of meaning
Need to act fast
What needs to be
remembered for later?
17. 1. OVERLOAD
We don’t see everything. Some of the information
we filter out is actually useful and important.
18. 2. MEANING
Our search for meaning can conjure illusions. We sometimes
imagine details that were filled in by our assumptions, and
construct meaning and stories that aren’t really there.
19. 3. ACT FAST
Quick decisions can be seriously flawed. Some
of the quick reactions and decisions we jump to
are unfair, self-serving, and counter-productive.
20. 4. WHAT TO REMEMBER?
Our memory reinforces errors. Some of the stuff we
remember for later just makes all of the above systems more
biased, and more damaging to our thought processes.
22. COGNITIVE BIA #007
FRAMING EFFECT
AND DECOY EFFECT
People react to a particular choice in different
ways depending on how it is presented; e.g.
as a loss or as a gain.
23.
24. COGNITIVE BIA #019
THE FORER (or Barnum) EFFECT
Individuals give high accuracy ratings to
descriptions of their personality that supposedly
are tailored specifically to them, that are in fact
vague and general enough to apply to a wide
range of people.
25.
26. In order to get anything done, we’re
motivated to complete things that we’ve
already invested time and energy in.
The behavioral economist’s version of Newton’s first law
of motion: an object in motion stays in motion. This
helps us finish things, even if we come across more and
more reasons to give up.
See: Sunk cost fallacy, Irrational escalation, Escalation of commitment, Loss aversion, IKEA effect,
Processing difficulty effect, Generation effect, Zero-risk bias, Disposition effect, Unit bias,
Pseudocertainty effect, Endowment effect, Backfire effect
27. COGNITIVE BIA #020
THE SUNK COST FALLACY
The Misconception: You make rational decisions
based on the future value of objects,
investments and experiences.
The Truth: Your decisions are tainted by the
emotional investments you accumulate, and the
more you invest in something the harder it
becomes to abandon it
29. COGNITIVE BIA #021
CRYPTOMNESIA
Cryptomnesia occurs when a forgotten memory
returns without it being recognized as such by
the subject, who believes it is something new
and original.
30. Knowing this, it makes
many high-profile
accusations of
plagiarism a little more
understandable. In
1976, George Harrison
was found guilty of
"subconscious
plagiarism" for his song
"My Sweet Lord"
31. We reduce events and
lists to their key elements.
It’s difficult to reduce events and lists to generalities, so
instead we pick out a few items to represent the whole.
See: Peak–end rule, Leveling and sharpening, Misinformation effect, Duration neglect, Serial
recall effect, List-length effect, Modality effect, Memory inhibition, Part-list cueing effect, Primacy
effect, Recency effect, Serial position effect, Suffix effectStereotypical bias, Prejudice, Negativity
bias, Fading affect bias
32. COGNITIVE BIA #022
PEAK-END EFFECT
People judge an experience largely based on
how they felt at its peak and at its end, rather
than based on the total sum or average of every
moment of the experience. The effect occurs
regardless of whether the experience is pleasant
or unpleasant.
33. We store memories differently
based on how they were experienced.
Our brains will only encode information that it deems important
at the time, but this decision can be affected by other
circumstances (what else is happening, how is the information
presenting itself, can we easily find the information again if we
need to, etc) that have little to do with the information’s value.
See: Levels of processing effect, Testing effect, Absent-mindedness, Next-in-line effect, Tip of
the tongue phenomenon, Google effect
34. COGNITIVE BIA
#023
GOOGLE EFFECT
According to the first
study about the
Google effect people
are less likely to
remember certain
details they believe will
be accessible online.
37. 4 categories / 4 problems
COGNITIVE BIAS
Information overload
We delete key facts
Lack of meaning
We invent key facts
Need to act fast
We bypass key facts
What to remember
We change the facts
55. EXTRINSINC MOTIVATION
DOING SOMETHING TO GET OR AVOID SOMETHING ELSE
WAITING AT
STARBUCK’s
STUDYING
WORKING
I WANT MY COFFEE!
A JOB OR A DIPLOMA
A WAGE
BECAUSE
68. What are games doing better?
1. CLEAR OBJECTIVES
2. SCORE = PROGRESS INDICATOR
3. STORYTELLING
4. direct feedback
5. predictable and unpredictable
REWARDS
73. HUMAN MANAGEMENT
GAMIFICATION FIELD #2
Sales, project management, ideation, recruitment… new
interfaces and old processes are reshaped to create
more engagement thanks to gamification.
74.
75. USER INTERFACES and UX/CX
GAMIFICATION DOMAINE #3
To gamify an interface is to add engagement triggers
where it makes sense.
76.
77.
78.
79. MARKETING GAMIFICATION
GAMIFICATION FIELD #4
Engaging clients into a progression, or via
nudge effect, or other gamification techniques
that will increase their experience and retention.
111. GAME TECHNIQUE / MEANING
ELITISM
Allowing your users or
customers to form a prideful
group based on ethnicity,
beliefs, or common interests
makes them feel like they
are part of a larger cause.
112. GAME TECHNIQUE / MEANING
HUMANITY HERO
If you can incorporate a world
mission into your offerings, you
can gain even more buy-in
during the on-boarding process.
The way this works is to tie the
actions you want people to take
to something that will make the
world a better place.
113.
114. GAME TECHNIQUE / MEANING
BEGINNER’s LUCK
This is the “Calling” in Epic
Meaning & Calling. Calling makes
people think they are uniquely
destined to do something. And one
of the Game Techniques that can
introduce the sense of Calling is
Beginner’s Luck.
117. Where people are driven
by a sense of growth
towards a goal and
accomplishing it.
118. This is also the most
common implementation
of gamification we see in
the market, as most of the
PBLs – points, badges,
and leaderboards – appeal
heavily to this drive.
125. GAME TECHNIQUE / ACHIEVEMENT
MILESTONE UNLOCK
“when I achieved a major
milestone in my career, no
employer really opened up a
new world for me. The only
time new worlds opened for
me, it was mainly when I left to
join another firm, so I created
my own milestone unlock
scenario”.
141. To own something in a collection game, you shall
earn ‘money’ that increases the value perception
of it. They both work together, and this is why the
grunt work is efficient here.
GAME TECHNIQUE / MEANING
EXCHANGEABLE POINTS
149. A Snapstreak occurs when two people have sent each other Snapchats
back and forth for more than three consecutive days. When you start a
Snapstreak with someone, you’ll see a fire emoji next to their name in
the app. The number next to the fire emoji indicates how long the
Snapstreak has been going.
151. GAME TECHNIQUE / SOCIAL INFLUENCE
SOCIAL TREASURES
Les ‘trésors sociaux’ sont
ceux que vous redistribuez
à un ami, collègue,
partenaire de jeu.
Cfr Google Social Bonus
169. GAME TECHNIQUE / LOSS & AVOIDANCE
EXPIRATION DATE
Cognitive bia that gives you
the illusion of a loss, even if
you don’t really own
something.
See Farmville or Smurf Village, again