Are your users logical goal-seekers or emotional human beings? The answer is: yes. In this episode, we explore how users — like quantum particles — exhibit dual behavior. Sometimes they act with clear objectives. Other times, they’re swayed by emotion, environment, or instinct.

Just like light can be both a wave and a particle, users can be both players in a system and people with stories. We break down what that means for gamification design — with fresh examples, surprising science, and a few nudges on how to stop designing for just one side of the user. Because the best systems don’t force a choice — they embrace the duality.