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Don't be Biased | TechSparks 2018

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Human biases, behavioural economics, and cognitive psychology — why they matter and how we use them in tech.

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Don't be Biased | TechSparks 2018

  1. 1. Don’t be biased! Biases and why they matter in tech & design @kingsidharth | TechSparks 2018
  2. 2. Behavioural Economics & Cognitive Psychology
  3. 3. Are you at 18 years or older? Enter Exit Ad Ad Ad AdAd Content? Nah bruh. Tis ad too.
  4. 4. Incentives & Re-enforcement The amount of ads you will tolerate is directly proportional to your libido Hacking the Reward Center
  5. 5. Game Theory Study of Incentives & Choices
  6. 6. Incels The reddit sub-culture that has produced 100s of mass-murderers
  7. 7. Why?
  8. 8. Denial Basis of Cults, Religions, & Aadhar 😏
  9. 9. Man with a Hammer Syndrome Not everything is a design/tech/science/ math/scale problem…
  10. 10. Why do consultants get paid to say the obvious things?
  11. 11. Agency Cost Because you know & care too much…
  12. 12. Why do users hate most redesigns? or why do we all hate change?
  13. 13. Pavlovian Association Usability equals Convention equals Past experiences guide future behaviour
  14. 14. What you think What you do
  15. 15. What you think What you do
  16. 16. –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?”
  17. 17. Heuristics Rule of Thumbs, Common Accepted Knowledge
  18. 18. Heuristics when you take em too far blindly… Biases become
  19. 19. Those who break free from these biases become trend setters
  20. 20. Buzz Feed & Twitter Fights? What’s common between… and the Hacker News experiment
  21. 21. Reciprocation Friend of my friend is friend…
  22. 22. Why does Amazon always have a Sale? Answer: to boil a frog
  23. 23. Relative Contrast Bias from
  24. 24. 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…
  25. 25. Immediate Deprivation If I never had it, there was no loss. But give me and take it back; I feel it! Bias from
  26. 26. Why do people forward obviously stupid shit on WhatsApp?
  27. 27. How can people working towards the same goal disagree so much?
  28. 28. Information Availability/ Asymmetry Bias from Mother of The Dunning–Kruger Effect, Lord of the Valley of Despair
  29. 29. The Habit Loop Incentives
  30. 30. Instamojo Link Based Commerce
  31. 31. Trigger: Get Sale Action: Check Dashboard Reward: Money in Bank
  32. 32. Trigger: Get Sale Action: Check Dashboard Reward: Money in Bank Reward took T+3 days 😭
  33. 33. Instant Payout Get money in bank 24x7
  34. 34. Trigger: Get Sale Action: Click Button Reward: Money in Bank Behavioural Economics FTW!
  35. 35. Next Day Payout For low-margin Businesses
  36. 36. Observe Behaviour, Biases, and the Self Because we build & design for humans
  37. 37. Thank You! Questions, comments, or threats? @kingsidharth

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