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Don't be Biased
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King Sidharth
October 05, 2018
Design
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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
Don’t be biased! Biases and why they matter in tech
& design @kingsidharth | TechSparks 2018
Behavioural Economics & Cognitive Psychology
Are you at 18 years or older? Enter Exit Ad
Ad Ad Ad Ad Content? Nah bruh. Tis ad too.
Incentives & Re-enforcement The amount of ads you will tolerate
is directly proportional to your libido Hacking the Reward Center
Game Theory Study of Incentives & Choices
Incels The reddit sub-culture that has produced 100s of mass-murderers
Why?
Denial Basis of Cults, Religions, & Aadhar
None
Man with a Hammer Syndrome Not everything is a design/tech/science/
math/scale problem…
Why do consultants get paid to say the obvious things?
Agency Cost Because you know & care too much…
Why do users hate most redesigns? or why do we
all hate change?
Pavlovian Association Usability equals Convention equals Past experiences guide future
behaviour
What you think What you do
What you think What 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?”
Heuristics Rule of Thumbs, Common Accepted Knowledge
Heuristics when you take em too far blindly… Biases become
Those who break free from these biases become trend setters
Buzz Feed & Twitter Fights? What’s common between… and the
Hacker News experiment
Reciprocation Friend of my friend is friend…
None
Why does Amazon always have a Sale? Answer: to boil
a frog
Relative Contrast Bias from
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…
Immediate Deprivation If I never had it, there was no
loss. But give me and take it back; I feel it! Bias from
Why do people forward obviously stupid shit on WhatsApp?
How can people working towards the same goal disagree so
much?
None
Information Availability/ Asymmetry Bias from Mother of The Dunning–Kruger Effect,
Lord of the Valley of Despair
The Habit Loop Incentives
Instamojo Link Based Commerce
Trigger: Get Sale Action: Check Dashboard Reward: Money in Bank
Trigger: Get Sale Action: Check Dashboard Reward: Money in Bank
Reward took T+3 days
Instant Payout Get money in bank 24x7
Trigger: Get Sale Action: Click Button Reward: Money in Bank
Behavioural Economics FTW!
Next Day Payout For low-margin Businesses
Observe Behaviour, Biases, and the Self Because we build &
design for humans
Thank You! Questions, comments, or threats? @kingsidharth