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Neurodesign & pufferfish mechanisms

  • Melisa Lenero

HOW CAN WE HARNESS OUR UNCONSCIOUS PREFERENCES (COGNITIVE BIASES) TO LEARN MORE ABOUT OURSELVES? I have always thought that designers resemble an octopus. With our "tentacles”, we take bits and pieces from a wide variety of fields to create innovative human-centred initiatives that leave a genuine lasting impact on consumer welfare. I designed Hu-mind, a tech wearable connected to the brain. When the system detects an unconscious preference happening through the brain activity, it alerts the wearable making it puff-up like a pufferfish. Hu-mind unlocks a new sense by providing a new way to augment the human mind. Hu-mind harness the mechanisms of cognitive biases, those predictable, systematic errors in our decision making. To understand the mechanisms of the biases, 10 participants were tested while listening to preferred and non-preferred songs from the same genre. The central question to be answered by the ‘unconscious experiment’ was what if the brain activity for either, the preferred or non-preferred music could set the parameters when an unconscious preference is happening in our brain?

Smart wearable which inflates as an alert by reading your brain waves while an unconscious bias is happening in real-time; e.g. stereotype or racial bias.
You can watch here the music experiment I designed to trigger biases in real time.
Read more about the project at melisalenero.com

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