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Cognitive Biases & User Experience

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What are cognitive biases and how do they affect user experience? A presentation from the Interaction Design-Stammtisch Vienna on January 9th 2018.

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Cognitive Biases & User Experience

  1. 1. Cognitive Biases (and how they affect UX) http://chainsawsuit.com/comic/2014/09/16/on-research/
  2. 2. ?
  3. 3. Eritrea is an African country. Do you think its population is above or below 50 million? Estimate its current population. Just guess how many people there might be, even if you do not know the country well.
  4. 4. Which is more likely in your country: death from lung cancer or traffic accident?
  5. 5. Cognitive biases are psychological tendencies that cause the human brain to draw incorrect conclusions. Such biases are thought to be a form of „cognitive shortcut", often based upon rules of thumb, and include errors in statistical judgment, social attribution, and memory.These biases are a common outcome of human thought, and often drastically skew the reliability of anecdotal and legal evidence. The phenomenon is studied in cognitive science and social psychology. http://www.relativelyinteresting.com/visual-guide-cognitive-biases/
  6. 6. The tendency to search for
 or interpret information in a
 way that confirms one's
 preconceptions. Confirmation bias
  7. 7. Estimating what is more likely by
 what is more available in memory,
 which is biased toward vivid, unusual,
 or emotionally charged examples. Availability heuristic
  8. 8. https://www.youtube.com/watch?v=2_wkv1Gx2vMhttps://www.youtube.com/watch?v=2_wkv1Gx2vM
  9. 9. Which is more likely in your country: death from lung cancer or traffic accident? Availability Bias
  10. 10. Eritrea is an African country. Do you think its population is above or below 50 million? Estimate its current population. Just guess how many people there might be, even if you do not know the country well. Context Bias
  11. 11. https://betterhumans.coach.me/cognitive-bias-cheat-sheet-55a472476b18
  12. 12. User Experience?
  13. 13. In research In our designs In the way users react to our designs
  14. 14. Framing bias: Neutralizing A frame is the context used to describe an idea, question, or decision. Frames heavily influence our interpretations and conclusions by emphasizing (or ignoring) certain aspects of a situation.
  15. 15. Framing bias: Neutralizing • 4 out of 20 users could not find the search function on the website. • 16 out of 20 users found the search function on the website. “Should the search function be redesigned?” https://www.nngroup.com/articles/decision-framing-cognitive-bias-ux-pros/
  16. 16. Bandwagon effect: Find out about the reasons Let’s do it like everybody else! It work’s for them!
  17. 17. Dunning-Kruger effect: ???
  18. 18. Anchoring bias: ??? http://leadtheory.io/the-psychology-of-pricing-tables/
  19. 19. Thank you!

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