Showing Revision 2 created 05/25/2016 by Udacity Robot.

1. Title:
   Nir Eyal - The Morality of Manipulation Product Design Udacity
2. Description:

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   Hi, I'm with Nier again.
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   In your book,
   you talk about manipulation metrics.
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   Could you explain about that?
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   >> Yeah.
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   So, ethics is something
   I care about deeply.
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   And, a question I often get is
   aren't you teaching people how
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   to make the bomb, right?
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    Aren't you giving people the tools
    to use our deeper psychology to
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    manipulate people's
    day-to-day behaviors?
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    And the answer is yes.
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    That, in fact, these tools can
    be used for nefarious purposes.
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    The reason I wrote this book was
    because I worked in the advertising and
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    gaming industry and I'm trying to bring
    these techniques that advertisers and
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    gamers have known for
    quite some time, but
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    to bring these techniques
    to the larger community.
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    To help people build products and
    services, not just in gaming and
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    advertising, but in health care and
    in education and
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    in all sorts of industries where we
    can use the power of habits for good.
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    And so that's really why,
    the first reason I wrote this book.
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    But there's still this test that I
    give to someone who's concerned,
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    hey how do I make sure that I'm using
    these habit-forming techniques?
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    for good.
    And so I provide this two-part test
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    in the form of what I call, what you
    mentioned, the Manipulation Matrix.
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    The Manipulation Matrix is this
    four quadrant matrices where
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    on one axis you have,
    do you believe that the product or
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    service that you're working on is
    materially improving people's lives?
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    Yes or No.
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    That's the first criteria on the Y axis.
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    Do you believe what you're working on
    is materially improving people's lives,
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    yes or no.
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    And only you can answer this question,
    right?
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    This isn't a test for you to judge other
    people or for other people to judge you.
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    It's sincerely for
    this question of, hey,
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    how do I make sure that I'm using
    my limited time on earth, right?
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    How do I allocate my human
    capital towards something
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    that can serve a higher purpose,
    that can do some good in the world.
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    So that's the first question.
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    But that's not good enough.
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    Because there's another question
    that I think is critical.
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    Which is, am I the user?
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    Am I the user?
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    So there's this two part test.
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    Now, why do I make people
    answer that question?
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    And, that's what's on the X axis.
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    If, yes I'm the user or
    no I'm not the user.
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    Do you happen to know the first
    rule of drug dealing?
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    >> Never use?
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    >> Close, yeah.
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    Never get high on your own supply,
    very good.
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    I don't want to ask about
    your background, but
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    let's just go with that, right?
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    >> Okay.
    >> That's the first rule
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    of drug dealing,
    never get high on your own supply.
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    >> You're right.
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    >> So, what I'm doing by asking makers
    to consider this question of, number
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    one, do I believe what I'm working on
    is materially improving people's lives?
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    And the number two, am I their user
    I'm making them break that rule
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    because if there are any negative
    effects to overusing this product,
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    if this product is potentially addictive
    as opposed to just habit-forming,
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    guess who's going to be
    the first person to realize it.
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    So that two part test, I think, puts
    you not only in a good moral position
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    because you are the user of the product,
    interestingly enough,
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    it actually increases your odds of
    success from a business perspective.
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    You become what I call a facilitator.
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    If you can answer in the affirmative
    to these two questions,
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    you're a facilitator.
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    And it turns out that the companies
    that we talked about earlier,
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    Facebook and Google and
    Instagram and WhatsApp and Slack and
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    SnapChat, all of these companies turns
    out were started by a facilitator.
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    Doesn't mean you can't make money or
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    have a good business in any of those
    other four quadrants, it's just that I
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    think your highest odds of success, and
    you're also in a good moral position,
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    if you can answer yes
    to those two questions.
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    >> You probably also feel very
    passionate if you're the user, right?
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    >> Right, right, and
    you just build better products, right?
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    The advantage of knowing your user,
    right?
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    Because, you've got
    the user right there,
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    you've got your customer
    in you is a huge advantage.
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    And, we don't always
    have that opportunity.
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    If you're working at an agency, or
    working at a company where maybe it's
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    servicing somebody who is not you,
    as the user.
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    We don't always have that luxury.
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    But then again, we always do.
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    We could always choose what we work on,
    and
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    what we're going to spend our time on.
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    And so
    I think that's the best place to be.
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    >> Can you give us an example of
    how you can use hooks for good?
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    >> Sure, so a big reason why I wrote
    this book is because I want people to
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    use the psychology of
    habits to help people live
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    >> better lives, and so
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    I actually do a bit of angel
    investing when I see these hooks
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    in products that I think can actually
    improve people's well being.
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    So, there's several
    companies that come to mind,
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    one company that I'm a big fan
    of is called Pantrylabs, and
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    Pantrylabs is trying to take on this
    obesity epidemic, and what the,
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    the company founders realized is that
    >> People were eating unhealthy food,
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    because let's face it, unhealthy food
    is very convenient, it's cheap, and
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     it's delicious.
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     So how do we compete with a vending
     machine full of refined sugars that
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     are bad for us, that we know cause
     obesity and all kinds of other problems,
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     and that's the entire vending machine So
     here comes Pantry lab and says look,
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     we're going to take a refrigerator,
     with a door on it.
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     And we're going to attach like a kind of
     like an iPad like device to the front
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     and you can open the machine,
     the refrigerator whenever you like.
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     But as soon as you take
     something out of that machine,
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     that happens to be stocked
     with fresh delivered food.
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     Everyday the food is delivered fresh,
     full of salads,
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     full of fresh ingredients that
     are very nutritious and healthy for
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     you As soon as you take out
     the food from the machine, it has
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     a RFID chip attached to it and your
     credit card is automatically charged.
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     So know for the first time,
     healthy food,
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     in an office building is as convenient
     to acquire as unhealthy food.
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     And they're really changing people's
     lives, their day to day habits,
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     it turns out, That losing weight
     doesn't have to be about willpower.
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     It's not your lack of character that
     you can't resist these temptations.
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     It's just that if we make the behavior
     easier to do, which is a big part of
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     what I described in the book in
     the action phase of the hook.
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     If we make that behavior easier
     to do and we build a habit
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     out of eating healthy food by making
     it as accessible as unhealthy food.
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     That's all we gotta do, right?
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     We don't have to expend will power.
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     We don't have to do this hard work.
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     And that's really what's so beautiful
     about using habits to change behaviors
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     is that, when we use habits,
     we off load the will power.
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     It doesn't have to become
     a struggle anymore.
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     It's something that we do day in and day
     out with little or no conscious thought.
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     >> So people will do the right
     thing if you make it easier.
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     >> Right.
     Easier, and make it a habit.
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     Right.
     So part of what makes using Pantry Lab
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     so easy is I put in my credit card,
     that's the investment phase of the hook.
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     And then I tell it my preferences and so
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     more of that food gets
     delivered to me in the future.
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     So this refrigerator that's
     just a vending machine,
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     essentially, gets smarter and
     smarter over time the more I use it.