Design for Cognitive Bias
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Users' minds take shortcuts to get through the day. Usually they’re harmless. Even helpful. But what happens when they’re not? In this talk I’ll use real-world examples to identify some particularly harmful biases that frequently lead users to make bad decisions. I'll then talk about some content strategy and design choices we can use in our apps, designs, and platforms to redirect or eliminate the impact of those biases. Finally, I'll explore our own biases as designers and some methods to prevent our own blind spots from hurting users.
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Design for Cognitive Bias
- 1. Design for Cognitive Bias Using Mental Shortcuts for Good Instead of Evil
- 2. #fightbias @movie_pundit www.daviddylanthomas.com David Dylan Thomas Content Strategy Advocate Think Company
- 7. #fightbias @movie_pundit www.daviddylanthomas.com What is cognitive bias?
- 8. #fightbias @movie_pundit www.daviddylanthomas.com A series of shortcuts our minds take that often help, but sometimes hurt.
- 12. #fightbias @movie_pundit www.daviddylanthomas.com These biases are extremely difficult to combat You may not know you have them (bias blind spot) 95% of cognition happens below the conscious level Even if you do know, you do it anyway!
- 13. #fightbias @movie_pundit www.daviddylanthomas.com There are content and design choices we can make that can help keep harmful cognitive biases in check (or leverage them for good).
- 15. #fightbias @movie_pundit www.daviddylanthomas.com Whom would you rather hire?
- 16. #fightbias @movie_pundit www.daviddylanthomas.com Why do you need that information?
- 17. #fightbias @movie_pundit www.daviddylanthomas.com Content Strategy: Signal vs. Noise Signal Qualifications Experience Noise Gender Race
- 20. #fightbias @movie_pundit www.daviddylanthomas.com Easy to read = Easy to do
- 21. #fightbias @movie_pundit www.daviddylanthomas.com Hard to read = Hard to do
- 25. #fightbias @movie_pundit www.daviddylanthomas.com Which of these looks easier to use?
- 26. #fightbias @movie_pundit www.daviddylanthomas.com Which of the following is true? Rosa Parks was born in 1912 Rosa Parks was born in 1914
- 27. #fightbias @movie_pundit www.daviddylanthomas.com “An apple a day keeps the doctor away”
- 28. #fightbias @movie_pundit www.daviddylanthomas.com “If it doesn’t fit, you must acquit”
- 30. #fightbias @movie_pundit www.daviddylanthomas.com Whom do you trust?
- 31. #fightbias @movie_pundit www.daviddylanthomas.com “Pregnant smokers and ex-smokers who received a specially designed intervention with materials written at the third grade reading level were more likely to achieve abstinence during pregnancy and 6 weeks postpartum than those who received standard materials.” source: https://www.ncbi.nlm.nih.gov/books/NBK11942/
- 32. #fightbias @movie_pundit www.daviddylanthomas.com “A plain language, pictogram-based intervention used as part of medication counseling resulted in decreased medication dosing errors and improved adherence among multiethnic, low socioeconomic status caregivers whose children were treated at an urban pediatric emergency department.” source: https://www.medscape.org/viewarticle/579933
- 33. #fightbias @movie_pundit www.daviddylanthomas.com “Click it or ticket”
- 34. #fightbias @movie_pundit www.daviddylanthomas.com “National belt use among young men and women ages 16-24 moved from 65 percent to 72 percent, and 73 percent to 80 percent, respectively…” source: https://web.archive.org/web/20040605123409/http://buckleupamerica.org/news/news_services.php?id=101
- 35. #fightbias @movie_pundit www.daviddylanthomas.com “NHTSA (2005) estimates that for ‘each percentage point increase in seat belt use, an additional 2.8 million people are buckled up, and about 270 lives are saved.’” source: https://www.ems.gov/pdf/811232.pdf
- 36. #fightbias @movie_pundit www.daviddylanthomas.com How to fight the framing effect
- 39. #fightbias @movie_pundit www.daviddylanthomas.com Should this person drive this car?
- 40. #fightbias @movie_pundit www.daviddylanthomas.com How might this person drive this car?
- 41. #fightbias @movie_pundit www.daviddylanthomas.com How might we do a better job of moving people around?
- 42. #fightbias @movie_pundit www.daviddylanthomas.com What about our own cognitive biases?
- 55. #fightbias @movie_pundit www.daviddylanthomas.com Our jobs are harder than we think
- 58. #fightbias @movie_pundit www.daviddylanthomas.com User-centered design vs. shareholder-centered design
- 62. #fightbias @movie_pundit www.daviddylanthomas.com Project Maven Battlefield AI
- 63. #fightbias @movie_pundit www.daviddylanthomas.com Project Maven Battlefield AI Dragonfly Censored Search in China
- 64. #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.
- 65. #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.