Embedding Customer Centricity Where It Counts

• Gambling vs. Finance Decision-Making: Gambling environments are engineered to manipulate perception and override rational thinking, while finance is often framed as a personal choice—yet systems can be designed so everyone benefits.

• Human Bias & System Design: People frequently make predictable errors in financial decisions due to cognitive biases ("Homer Simpson mode"). Smart systems should guide users toward better outcomes using data-driven insights.

• Designing for Trust & Engagement: Success lies in designing transparent, intuitive, and rewarding experiences—using cues (like fee transparency), friction (like gambling blocks), and fun (like loyalty rewards)—with AI supporting but not replacing human judgment.