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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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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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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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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