Don't be Biased

Transcript

1. 1.

   Don’t be biased! Biases and why they matter in tech

   & design @kingsidharth | TechSparks 2018
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   Behavioural Economics & Cognitive Psychology

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   Are you at 18 years or older? Enter Exit Ad

   Ad Ad Ad Ad Content? Nah bruh. Tis ad too.
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   Incentives & Re-enforcement The amount of ads you will tolerate

   is directly proportional to your libido Hacking the Reward Center
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   Game Theory Study of Incentives & Choices

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

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   Why?

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   Denial Basis of Cults, Religions, & Aadhar

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   None
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    Man with a Hammer Syndrome Not everything is a design/tech/science/

    math/scale problem…
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    Why do consultants get paid to say the obvious things?

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    Agency Cost Because you know & care too much…

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    Why do users hate most redesigns? or why do we

    all hate change?
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    Pavlovian Association Usability equals Convention equals Past experiences guide future

    behaviour
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    What you think What you do

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    What you think What you do

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    –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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    Heuristics Rule of Thumbs, Common Accepted Knowledge

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    Heuristics when you take em too far blindly… Biases become

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    Those who break free from these biases become trend setters

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    Buzz Feed & Twitter Fights? What’s common between… and the

    Hacker News experiment
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    Reciprocation Friend of my friend is friend…

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    None
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    Why does Amazon always have a Sale? Answer: to boil

    a frog
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    Relative Contrast Bias from

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    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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    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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    Why do people forward obviously stupid shit on WhatsApp?

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    How can people working towards the same goal disagree so

    much?
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    None
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    Information Availability/ Asymmetry Bias from Mother of The Dunning–Kruger Effect,

    Lord of the Valley of Despair
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    The Habit Loop Incentives

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    Instamojo Link Based Commerce

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

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

    Reward took T+3 days
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    Instant Payout Get money in bank 24x7

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    Trigger: Get Sale Action: Click Button Reward: Money in Bank

    Behavioural Economics FTW!
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    Next Day Payout For low-margin Businesses

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    Observe Behaviour, Biases, and the Self Because we build &

    design for humans
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    Thank You! Questions, comments, or threats? @kingsidharth