Don't be Biased

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

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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