Cognitive Bias — Part 1
Why knowing about cognitive biases is important?
Cognitive Psychology and UX design are two closely related fields: users apply their cognitive functions during their interaction with digital products (services).
Cognitive biases are shortcuts, distortions in our perceptions, parts of our cognitive activity. The important thing to understand here is that biases are not necessarily bad: as Rüdiger F. Pohl expresses in his book, Cognitive Illusions:
“The question of whether a decision, judgement, or memory is “correct” (in a normative way) is usually secondary to the question of whether that decision, judgement, or memory is helpful in the current situation.”
So by understanding the effects of the most relevant cognitive biases, we can improve user experience not only by trying to avoid the possible negative consequences, but also by taking advantage of them!
Another significant aspect is that we, designers also have cognitive biases, so we need to pay attention to these during the research and design process.
The 4 other parts of the series
In the next parts of the Cognitive Bias UX Knowledge Base Sketch Series, I summarize many important biases.
In Part 2, these are explained: Dunning-Kruger Effect, Information Bias, Loss Aversion, Confirmation Bias, Distinction Bias, Negativity Bias
You’ll find the summary of these in Part 3: Framing Effect, Bandwagon Bias, Focusing Effect, Outcome Bias, Anchoring Effect, Selection Bias
These biases are summarized in Part 4: IKEA Effect, Survivorship Bias, Ambiguity Effect, Peak-End Rule, Observer-Expectancy Effect, Attentional Bias
And finally, these are explained in Part 5: False Consensus Effect, Sunk Cost Bias, Clustering Illusion, Social Desirability Bias, Empathy Gap, Fundamental Attribution Error
Recommended Reading & Useful Links
- Ariely, D. (2010). Predictably Irrational: The Hidden Forces That Shape Our Decisions
- Phol, F. R. (2005). Cognitive Illusions: A Handbook on Fallacies and Biases in Thinking, Judgement and Memory
- Gilovich, T.; Griffin, D.; Kahneman, D. (2002). Heuristics and Biases: The Psychology of Intuitive Judgment
- Kahneman, D. (2013). Thinking, Fast and Slow
- 67 Ways to Increase Conversion with Cognitive Biases
- The Importance of Cognitive Bias in Experience Design
- Are we in control of our own decisions? — TED Talk by Dan Ariely
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