Human biases and why they matter in tech & design. A talk for TechSparks 2018.
Don’t be biased!Biases and why they matter in tech & design@kingsidharth | TechSparks 2018
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Behavioural Economics &Cognitive Psychology
Are you at 18 years or older?EnterExitAdAdAdAdAdContent? Nah bruh. Tis ad too.
Incentives &Re-enforcementThe amount of ads you will tolerate is directlyproportional to your libidoHacking the Reward Center
Game TheoryStudy of Incentives & Choices
IncelsThe reddit sub-culture that hasproduced 100s of mass-murderers
Why?
DenialBasis of Cults, Religions, & Aadhar
Man with a HammerSyndromeNot everything is a design/tech/science/math/scale problem…
Why do consultants get paidto say the obvious things?
Agency CostBecause you know & care too much…
Why do users hate mostredesigns?or why do we all hate change?
Pavlovian AssociationUsability equals Convention equalsPast experiences guide future behaviour
What you thinkWhat you do
–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?”
HeuristicsRule of Thumbs, Common Accepted Knowledge
Heuristicswhen you take em too far blindly…Biasesbecome
Those who break free fromthese biases become trendsetters
Buzz Feed & TwitterFights?What’s common between…and the Hacker News experiment
ReciprocationFriend of my friend is friend…
Why does Amazonalways have aSale?Answer: to boil a frog
Relative ContrastBias from
Have you ever tried to snatch abone out of a dog’s mouth?You want to test drive this car, m’am?Try FREE for 30 days…
Immediate DeprivationIf I never had it, there was no loss. Butgive me and take it back; I feel it!Bias from
Why do people forwardobviously stupid shit onWhatsApp?
How can people workingtowards the same goaldisagree so much?
Information Availability/AsymmetryBias fromMother of The Dunning–Kruger Effect,Lord of the Valley of Despair
The Habit LoopIncentives
InstamojoLink Based Commerce
Trigger: Get SaleAction: Check DashboardReward: Money in Bank
Trigger: Get SaleAction: Check DashboardReward: Money in BankReward took T+3 days
Instant PayoutGet money in bank 24x7
Trigger: Get SaleAction: Click ButtonReward: Money in BankBehavioural Economics FTW!
Next Day PayoutFor low-margin Businesses
Observe Behaviour,Biases, and the SelfBecause we build & design for humans
Thank You!Questions, comments, or threats?@kingsidharth