Can the interaction dopamine loops power the creative and experience design of the future.

There I was, diving deep into The Honest Broker's thought-provoking "State of Culture" article (link at the bottom). A riveting, albeit somewhat bleak, exploration of how today's digital titans (think YT, TT, Its, and LinkedIn) are relentlessly engineering their platforms to keep us scrolling, swiping, and binging. They're fine-tuning those dopamine loops, blurring the lines between addiction and entertainment. Yet, amidst this digital whirlwind, an epiphany struck: change in our interactive patterns is as inevitable as the next viral TikTok dance.

A new evolution will be propelled by a cocktail of forces—new regulations, cultural shifts, industry innovations, and, hopefully, those moments when consumers collectively sigh, "Enough is enough."

Let's face it: In our current digital playground, where every app is essentially fishing for our attention with the same bait, we're inching toward what we could call 'digital disenchantment.' This is a point where the design patterns meant to lure us into engagement become so predictable that they lose their spark and efficacy.

Ok, Take superhero movies, for example. There was a time when we couldn't get enough heroic sagas and universe-saving antics. Then, quite suddenly, we hit 'superhero fatigue,' proving even the most lucrative trends have an expiration date (the Western genre, you know what I mean, you've been there). Or consider reality talent shows like X Factor/Pop Idol, which milked every ounce of emotional narrative until we saw through the veneer, becoming desensitised. Is this the future for the tried and tested interaction patterns?

So, what's next for interaction when layer upon layer of optimisation no longer cuts it? For those of us in the trenches—designing platforms, making creative, strategising user experiences, or just aiming to sprinkle a little kindness into the digital realm—it's time for a paradigm shift. Let's unpack the notion of this potential "digital disenchantment".

Decoding Digital Disenchantment

Imagine the Attention Economy as a bustling marketplace where your focus is the ultimate prize. But as digital arenas escalate their bid for your attention, we reach a saturation point, the end of the proverbial doom scroll. While initially gratifying, this overindulgence in digital sweets inevitably loses its appeal, urging us to seek something more fulfilling. For those who love a sound theoretical framework, Hirschman's (link at bottom) pendulum swing between novelty and dissatisfaction hits the nail on the head.

So what should we be thinking of, The Road Ahead,

• Creating Authenticity: We yearn for genuine connections amid a sea of digital doppelg?ngers. Whether it's a customer service exchange that feels like a chat with somebody with your best interests or an interaction that delightfully exceeds expectations, authenticity reigns supreme. Consider the personalised banking experience from Monzo if you know you know.
• Privacy, Please: In an age of ubiquitous surveillance, platforms that promise a private sanctuary are gaining traction. Think of it as the digital version of a "keep out" sign on a kid's bedroom door. Future Creators might cater to niche communities, offering bespoke experiences (e.g., New Balance's Runway Pub).
• Interaction Minimalism: A nod to the Silicon Valley leaders keeping their kids off social media (link at bottom), perhaps embracing minimalism in our digital interactions isn't just prudent—it's necessary. Can we craft experiences that contribute positively to society instead of adding to the noise? Or can we create digital concepts that are more ephemeral as opposed to always on?
• Analogue Future: It's time to dust off those paperbacks, Y2K digital cameras, arcade booths, and cassettes. Traditional media/tangible moments are staging a comeback, providing a tangible counterbalance to our touchscreen-dominated lives, but these don't live as silos entities anymore how, so they fit into the broader experiences, and no, that is not just an elegant placement of a QR code.
• Innovate with Technology: leverage technology to create unexpected and personalised digital moments. Think about what people need. Merge and mix. Don't create out of the box. It's about infusing our digital interactions with a dose of humanity.
• There will be loads more, but these are the ones that spring to mind; please comment and build

SO...

It's evident sooner or later, we'll be at the crossroads. The creative and CX industries are uniquely positioned to collide, collaborate, and lead this transition beyond the same same, building digital environments that adapt to our evolving needs and celebrate them, paving the way for a more enriching and engaging future. Let's elevate our digital experiences beyond the baseline, creating spaces and moments that genuinely do good and feel good.

This POV is purely my own and subject to change, polished by Grammarly, and fuelled by curiosity and conversations. (crafter from chats with Nic, Will, DPJ, JC, Mel, K, Bonnie, Darren, JP, Debbieeee, Seabers, MW, Anna V, Conrad to name a few legends)

Link fest:

Honest Broker state of culture: https://www.honest-broker.com/p/the-state-of-the-culture-2024

Superhero Fatigue: https://www.forbes.com/sites/markhughes/2024/01/04/what-really-caused-superhero-fatigue-in-2023-and-how-to-fix-it/

Hirschman's theory of shifting involvements?: https://press.princeton.edu/books/paperback/9780691092928/shifting-involvements

Silcon valley parents: https://www.independent.ie/life/family/parenting/the-tech-moguls-who-invented-social-media-have-banned-their-children-from-it/37494367.html

Gen z camera: https://www.jordannews.jo/Section-129/Technology/The-hottest-Gen-Z-gadget-is-a-20-year-old-digital-camera-26337

Arc Browser: https://arc.net/ (not referenced in final piece)

Signal: https://signal.org/ (not referenced in final piece)

Big Manny: https://www.tiktok.com/@big.manny1?lang=en (not referenced in final piece)

Totally Inspired by: https://www.goalhangerpodcasts.com/the-rest-is-entertainment