Designing with a biased mind
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A brief intro on various cognitive biases that hamper our rational decision making, especially in the context of Product design & development and how to deal with it. It was used during my talk at Agile India 2018
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Designing with a biased mind
- 1. Designing With A Biased Mind - Nitin Ramrakhyani Img Source - http://www.imagefully.com/wp-content/uploads/2015/06/Youre-Awesome-Stephen-Colbert-Graphic-Share-On-Facebook.jpg
- 7. Limbic System Frontal Lobe
- 10. Cognitive Biases ! “Biases are mental shortcuts for decision making. It’s like applying automatically and subconscious a rule of thumb. That is fast and saves energy but can lead to errors” Image Source :- https://i.ytimg.com/vi/uvDtyJ5sg7U/maxresdefault.jpg
- 11. BRAINS “JUGAAD” ~ COG BIAS Image Source :- https://i.ytimg.com/vi/uvDtyJ5sg7U/maxresdefault.jpg
- 12. BRAIN’S TROUBLE… Too much information…. Not enough meaning… Need to act FAST… What to remember..? https://img.clipartxtras.com/bf38813f846f48c7f57182f1258340c7_confused-brain-clipart-confused-brain-clipart-royalty-free-rf-confused-brain-clipart_980-1024.jpeg
- 16. We notice things that are already primed in memory or repeated often. Availability heuristic, Baader-Meinhof Phenomenon, Empathy gap, Omission bias, Base rate fallacy
- 17. Bizarre/funny/visually-striking/anthropomorphic things stick out more than non-bizarre/unfunny things. Bizarreness effect, Humor effect, Von Restorff effect, Picture superiority effect, Self-relevance effect, Negativity bias https://tafein2009.files.wordpress.com/2009/07/eat-mor-chikin.jpg?w=500
- 18. We notice when something has changed…. Anchoring, Contrast effect, Focusing effect, Money illusion, Framing effect, Weber–Fechner law, Conservatism, Distinction bias Image Source :- https://i.ytimg.com/vi/uvDtyJ5sg7U/maxresdefault.jpg
- 19. We are drawn to details that confirm our own existing beliefs. Confirmation bias Congruence bias Post-purchase rationalization Choice-supportive bias Selective perception Observer-expectancy effect Experimenter’s bias Observer effect Expectation bias Ostrich effect Subjective validation https://www.forbes.com/sites/peterlazaroff/2016/09/28/confirmation-bias/
- 20. We notice flaws in others more easily than flaws in ourselves. Bias blind spot, Naïve cynicism, Naïve realism In a study — only one adult out of 661 said that he/she is more biased than the average person. Image Source :- https://i.ytimg.com/vi/uvDtyJ5sg7U/maxresdefault.jpg
- 22. We find stories and patterns even in sparse data. Confabulation, Clustering illusion, Insensitivity to sample size, Neglect of probability, Illusion of validity, Masked man fallacy, Recency illusion, Gambler’s fallacy, Hot-hand fallacy, Illusory correlation, Pareidolia,
- 23. We fill in our gaps from our stereotypes, heros or history….. Group attribution error, Stereotyping, Essentialism, Functional fixedness, Moral credential effect, Authority bias, Automation bias, Bandwagon effect, Placebo effect Img- https://fityourself.club/who-is-making-your-decisions-c77c76870611?gi=8ab5cd2ab553
- 24. We simplify probabilities and numbers to make them easier to think about. Mental accounting Normalcy bias Appeal to probability fallacy Murphy’s Law Subadditivity effect Survivorship bias Zero sum bias Survivorship Bias:- People systematically overestimate their chances of success Image Source :- https://i.ytimg.com/vi/uvDtyJ5sg7U/maxresdefault.jpg
- 25. We think we know what others are thinking…. Curse of knowledge Illusion of transparency Spotlight effect Illusion of external agency
- 26. We project our current mindset and assumptions onto the past and future. Hindsight bias, Outcome bias, Moral luck, Declinism, Telescoping effect, Rosy retrospection, Impact bias,
- 28. 1. In order to act, we need to be confident in our ability to make an impact and to feel like what we do is important. Overconfidence effect, Optimism bias, Dunning-Kruger effect, 2. In order to stay focused, we favor the immediate, relatable thing in front of us over the delayed and distant. Hyperbolic discounting, Appeal to novelty, Identifiable victim effect WHEN WE NEED TO ACT FAST…….
- 29. 3. In order to get anything done, we’re motivated to complete things that we’ve already invested time and energy in. Sunk cost fallacy, Loss aversion, IKEA effect, Processing difficulty effect, Unit bias, 4. We favor options that appear simple or that have more complete information over more complex, ambiguous options Ambiguity bias, Information bias, Belief bias, Rhyme as reason effect, Bike- shedding effect, Law of Triviality, Delmore effect, Conjunction fallacy, Occam’s razor, Less-is-better effect WHEN WE NEED TO ACT FAST…….
- 30. #4. Not enough memory Image Source :- https://i.ytimg.com/vi/uvDtyJ5sg7U/maxresdefault.jpg
- 31. 1. We edit and reinforce some memories after the fact. Misattribution of memory, Source confusion, Cryptomnesia, False memory, Suggestibility, Spacing effect 2. We discard specifics to form generalities. Implicit associations, Implicit stereotypes, Stereotypical bias, Prejudice, Negativity bias, Fading affect bias 3. We store memories differently based on how they were experienced. Levels of processing effect, Testing effect, Absent-mindedness, Next- in-line effect, Tip of the tongue phenomenon, Google effect WHEN THERE’S NOT ENOUGH MEMORY…….
- 34. Remember that..…. • Information overload sucks, so we aggressively filter. Noise becomes signal. • Lack of meaning is confusing, so we fill in the gaps. Signal becomes a story. • Need to act fast lest we lose our chance, so we jump to conclusions. Stories become decisions. • This isn’t getting easier, so we try to remember the important bits. Decisions inform our mental models of the world and change reality
- 35. Gottchaas to lookout for …….. 1.We don’t see everything. Some of the information we filter out is actually useful and important. 2.Our search for meaning can conjure illusions. We sometimes imagine details that were filled in by our assumptions, and construct meaning and stories that aren’t really there. 3.Quick decisions can be seriously flawed. Some of the quick reactions and decisions we jump to are unfair, self-serving, and counter-productive. 4.Our memory reinforces errors. Some of the stuff we remember for later just makes all of the above systems more biased, and more damaging to our thought processes.
- 36. Cognitive biases affect you as a business owner, designer, developer…..
- 37. One of the hardest skills for a PM to learn is to take their own emotions and feelings out of the equation when it comes to decision- making.” - -Rian van der Merwe, Making It Right: Product Management For A Startup World
- 38. WHY SHOULD WE CARE? • Innovation or design requires deep understanding of customers • Our understanding is often clouded by our unconscious biases. • Knowing our biases help us understand self better, therefore prevent decisions to be clouded. • Better decisions & customer understanding àBetter design & innovation.
- 42. Biases in our mind exist as these associations or links. |Stranger — Danger| |Women Driver — Bad| |Narendra Modi — <> |PAPPU — <. > | Disassociating the association
- 44. Image Source :- https://i.ytimg.com/vi/uvDtyJ5sg7U/maxresdefault.jpg
- 45. OVERCOMING BIASES • Being Aware/ Spot the bias at play helps. • Visit graveyards, often • Challenge biases openly and its impact on decision making. • Build multiple hypothesis, test and reflect • Outside Feedback • Diversity
- 47. 1. Daniel Kahneman – Thinking Fast & Slow 2. Buster Benson :- https://betterhumans.coach.me/cognitive-bias-cheat- sheet-55a472476b18 3. Rob Dobelii – Art of thinking clearly REFERENCES/ CREDITS