2014 Schedule
Interactive: March 7–11  •  Film: March 7–15  •  Music: March 11–16

Is There a Neurological Recipe for Success?

#sxsw #neurocx


How do we design experiences that are intrinsically baked with success? Experiences that force users to learn new tricks and as a by-product modify behavior and become addictive. How do we reward attention rather than demand it?
The brain is genetically wired to react to positivity, releasing the neurotransmitter dopamine which in turn teaches the body the difference between what is good & what is bad. But can we actually tap straight into the brains Reward Center and use it to make an experience something users will want to return too again and again using the following areas; Repeated interrupted pleasure points, An experience that never ends, Expanding scenarios linked to sustained progress & Encouraging generosity. I believe the answer is yes and I believe there is a way of packaging and creating experiences to generate success every time.



Pete Trainor

Assoc Dir UX


Pete Trainor is an occasional robot, fictional character, music lover, flâneur, raconteur and Associate Director for UX at @SapientNitro in London. On a good day, he makes the web more awesome. On a bad day, he just make it suck less.

Pete has worked in UCD, multi and cross channel UX and Experience Design, Strategy, GUI Development, Data, Marketing and CX since 1995.

When you meet him you can tell that this is someone who lives and breathes the digital world and innovative technology. He has a contagious passion for working with clients and end consumers to create solutions that ensure effective, enjoyable experiences with a solid grounding in good old fashioned advertising and marketing.

Over the years Pete has become renowned for keeping it lean, modifying behaviors and bringing agency and client teams closer together through collaboration and co-creation.

Grab his latest info-cv here:


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