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Don't be Biased

King Sidharth
October 05, 2018

Don't be Biased

Human biases and why they matter in tech & design. A talk for TechSparks 2018.

King Sidharth

October 05, 2018
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Transcript

  1. Don’t be biased!
    Biases and why they matter in tech & design
    @kingsidharth | TechSparks 2018

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  2. Behavioural Economics &
    Cognitive Psychology

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  3. Are you at 18 years or older?
    Enter
    Exit
    Ad
    Ad
    Ad
    Ad
    Ad
    Content? Nah bruh. Tis ad too.

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  4. Incentives &
    Re-enforcement
    The amount of ads you will tolerate is directly
    proportional to your libido
    Hacking the Reward Center

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  5. Game Theory
    Study of Incentives & Choices

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  6. Incels
    The reddit sub-culture that has
    produced 100s of mass-murderers

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  7. Why?

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  8. Denial
    Basis of Cults, Religions, & Aadhar

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  10. Man with a Hammer
    Syndrome
    Not everything is a design/tech/science/
    math/scale problem…

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  11. Why do consultants get paid
    to say the obvious things?

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  12. Agency Cost
    Because you know & care too much…

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  13. Why do users hate most
    redesigns?
    or why do we all hate change?

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  14. Pavlovian Association
    Usability equals Convention equals
    Past experiences guide future behaviour

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  15. What you think
    What you do

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  16. What you think
    What you do

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  17. –Pink Floyd
    “If you don’t eat your meat, you won’t get any pudding.
    How can you get any pudding if you don’t eat your meat?”

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  18. Heuristics
    Rule of Thumbs, Common Accepted Knowledge

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  19. Heuristics
    when you take em too far blindly…
    Biases
    become

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  20. Those who break free from
    these biases become trend
    setters

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  21. Buzz Feed & Twitter
    Fights?
    What’s common between…
    and the Hacker News experiment

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  22. Reciprocation
    Friend of my friend is friend…

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  24. Why does Amazon
    always have a
    Sale?
    Answer: to boil a frog

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  25. Relative Contrast
    Bias from

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  26. Have you ever tried to snatch a
    bone out of a dog’s mouth?
    You want to test drive this car, m’am?
    Try FREE for 30 days…

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  27. Immediate Deprivation
    If I never had it, there was no loss. But
    give me and take it back; I feel it!
    Bias from

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  28. Why do people forward
    obviously stupid shit on
    WhatsApp?

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  29. How can people working
    towards the same goal
    disagree so much?

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  31. Information Availability/
    Asymmetry
    Bias from
    Mother of The Dunning–Kruger Effect,
    Lord of the Valley of Despair

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  32. The Habit Loop
    Incentives

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  33. Instamojo
    Link Based Commerce

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  34. Trigger: Get Sale
    Action: Check Dashboard
    Reward: Money in Bank

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  35. Trigger: Get Sale
    Action: Check Dashboard
    Reward: Money in Bank
    Reward took T+3 days

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  36. Instant Payout
    Get money in bank 24x7

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  37. Trigger: Get Sale
    Action: Click Button
    Reward: Money in Bank
    Behavioural Economics FTW!

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  38. Next Day Payout
    For low-margin Businesses

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  39. Observe Behaviour,
    Biases, and the Self
    Because we build & design for humans

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  40. Thank You!
    Questions, comments, or threats?
    @kingsidharth

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