“A BPM understands that humans have systematic irrationalities. They seek to understand these irrationalities and build for them.
A BPM knows that their users do not have fixed preferences. They know their users make different decisions depending on the design and context of an experience.
A BPM is not afraid to be paternalistic. They understand that giving users all the choices and information can be burdensome rather than welcome. They believe it’s their job to make decisions easier and this sometimes means making decisions in the best interests of the user.”