How You Can Fight Bias with Content Strategy

1. How You Can Fight Bias with Content Strategy Using Mental Shortcuts for Good Instead of Evil

2. #fightbias

3. #fightbias @movie_pundit www.daviddylanthomas.com#fightbias @movie_pundit www.daviddylanthomas.com David Dylan Thomas Principal, Content Strategy Think Company

4. #fightbias @movie_pundit www.daviddylanthomas.com#fightbias @movie_pundit www.daviddylanthomas.com

7. #fightbias @movie_pundit www.daviddylanthomas.com#fightbias @movie_pundit www.daviddylanthomas.com What is cognitive bias?

8. #fightbias @movie_pundit www.daviddylanthomas.com#fightbias @movie_pundit www.daviddylanthomas.com A series of shortcuts our minds take that often help, but sometimes hurt.

10. #fightbias @movie_pundit www.daviddylanthomas.com#fightbias @movie_pundit www.daviddylanthomas.com Reactance

13. #fightbias @movie_pundit www.daviddylanthomas.com#fightbias @movie_pundit www.daviddylanthomas.com Survivorship Bias

15. #fightbias @movie_pundit www.daviddylanthomas.com#fightbias @movie_pundit www.daviddylanthomas.com Confirmation Bias

17. #fightbias @movie_pundit www.daviddylanthomas.com#fightbias @movie_pundit www.daviddylanthomas.com These biases are extremely difficult to combat You may not know you have them (bias blind spot) 90% of cognition happens below the conscious level Even if you do know, you do it anyway!

18. #fightbias @movie_pundit www.daviddylanthomas.com#fightbias @movie_pundit www.daviddylanthomas.com Choice architecture: or why you need to know about cognitive bias

20. #fightbias @movie_pundit www.daviddylanthomas.com#fightbias @movie_pundit www.daviddylanthomas.com Think about what decisions your user needs to make

21. #fightbias @movie_pundit www.daviddylanthomas.com#fightbias @movie_pundit www.daviddylanthomas.com Then think about how people make decisions

22. #fightbias @movie_pundit www.daviddylanthomas.com#fightbias @movie_pundit www.daviddylanthomas.com There are content and design choices we can make that help keep harmful cognitive biases in check (or leverage them for good).

23. #fightbias @movie_pundit www.daviddylanthomas.com#fightbias @movie_pundit www.daviddylanthomas.com Blind Résumés

24. #fightbias @movie_pundit www.daviddylanthomas.com#fightbias @movie_pundit www.daviddylanthomas.com Whom would you rather hire?

25. #fightbias @movie_pundit www.daviddylanthomas.com#fightbias @movie_pundit www.daviddylanthomas.com Why do you need that information?

26. #fightbias @movie_pundit www.daviddylanthomas.com#fightbias @movie_pundit www.daviddylanthomas.com Content Strategy: Signal vs. Noise Signal Qualifications Experience Noise Gender Race

28. #fightbias @movie_pundit www.daviddylanthomas.com#fightbias @movie_pundit www.daviddylanthomas.com Cognitive Fluency

29. #fightbias @movie_pundit www.daviddylanthomas.com#fightbias @movie_pundit www.daviddylanthomas.com Easy to read = Easy to do

30. #fightbias @movie_pundit www.daviddylanthomas.com#fightbias @movie_pundit www.daviddylanthomas.com Hard to read = Hard to do

34. #fightbias @movie_pundit www.daviddylanthomas.com#fightbias @movie_pundit www.daviddylanthomas.com Which of these would you rather fill out?

35. #fightbias @movie_pundit www.daviddylanthomas.com#fightbias @movie_pundit www.daviddylanthomas.com Which of the following is true? There are 53 African nations in the United Nations There are 55 African nations in the United Nations

36. #fightbias @movie_pundit www.daviddylanthomas.com#fightbias @movie_pundit www.daviddylanthomas.com “An apple a day keeps the doctor away”

37. #fightbias @movie_pundit www.daviddylanthomas.com#fightbias @movie_pundit www.daviddylanthomas.com “If it doesn’t fit, you must acquit”

38. #fightbias @movie_pundit www.daviddylanthomas.com#fightbias @movie_pundit www.daviddylanthomas.com Whom do you trust?

42. #fightbias @movie_pundit www.daviddylanthomas.com#fightbias @movie_pundit www.daviddylanthomas.com How Amazon fights primacy

44. #fightbias @movie_pundit www.daviddylanthomas.com#fightbias @movie_pundit www.daviddylanthomas.com How to fight the bandwagon effect

46. #fightbias @movie_pundit www.daviddylanthomas.com#fightbias @movie_pundit www.daviddylanthomas.com How to fight the framing effect

49. #fightbias @movie_pundit www.daviddylanthomas.com#fightbias @movie_pundit www.daviddylanthomas.com Should this person drive this car?

50. #fightbias @movie_pundit www.daviddylanthomas.com#fightbias @movie_pundit www.daviddylanthomas.com How might this person drive this car?

51. #fightbias @movie_pundit www.daviddylanthomas.com#fightbias @movie_pundit www.daviddylanthomas.com How might we do a better job of moving people around?

52. #fightbias @movie_pundit www.daviddylanthomas.com#fightbias @movie_pundit www.daviddylanthomas.com Dark patterns?

54. #fightbias @movie_pundit www.daviddylanthomas.com#fightbias @movie_pundit www.daviddylanthomas.com Choice supportive bias

56. #fightbias @movie_pundit www.daviddylanthomas.com#fightbias @movie_pundit www.daviddylanthomas.com If you are willing to disclose to your user why you have designed the way you have, maybe it’s not a dark pattern?

57. #fightbias @movie_pundit www.daviddylanthomas.com#fightbias @movie_pundit www.daviddylanthomas.com What about our own cognitive biases?

58. #fightbias @movie_pundit www.daviddylanthomas.com#fightbias @movie_pundit www.daviddylanthomas.com Confirmation Bias

60. #fightbias @movie_pundit www.daviddylanthomas.com#fightbias @movie_pundit www.daviddylanthomas.com 2 4 6 ?

61. #fightbias @movie_pundit www.daviddylanthomas.com#fightbias @movie_pundit www.daviddylanthomas.com 2 4 6 8

62. #fightbias @movie_pundit www.daviddylanthomas.com#fightbias @movie_pundit www.daviddylanthomas.com 2 4 6 7

64. #fightbias @movie_pundit www.daviddylanthomas.com#fightbias @movie_pundit www.daviddylanthomas.com Deformation Professionnelle

67. #fightbias @movie_pundit www.daviddylanthomas.com#fightbias @movie_pundit www.daviddylanthomas.com Our jobs are harder than we think

72. #fightbias @movie_pundit www.daviddylanthomas.com#fightbias @movie_pundit www.daviddylanthomas.com Project Maven Battlefield AI

73. #fightbias @movie_pundit www.daviddylanthomas.com#fightbias @movie_pundit www.daviddylanthomas.com Project Maven Battlefield AI Dragonfly Censored Search in China

74. #fightbias @movie_pundit www.daviddylanthomas.com#fightbias @movie_pundit www.daviddylanthomas.com We must rapidly begin the shift from a ‘thing-oriented’ society to a ‘person-oriented’ society. When machines and computers, profit motives and property rights are considered more important than people, the giant triplets of racism, materialism, and militarism are incapable of being conquered.

75. #fightbias @movie_pundit www.daviddylanthomas.com#fightbias @movie_pundit www.daviddylanthomas.com We must rapidly begin the shift from a ‘thing-oriented’ society to a ‘person-oriented’ society. When machines and computers, profit motives and property rights are considered more important than people, the giant triplets of racism, materialism, and militarism are incapable of being conquered. Dr. Martin Luther King, Jr.

76. #fightbias @movie_pundit www.daviddylanthomas.com#fightbias @movie_pundit www.daviddylanthomas.com Thank You