Cognitive Biases

The false-consensus effect occurs when people assume that others think the same way they do, often viewing alternate responses as deviant and unusual. For example, if a designer loves using shortcut keys, they might assume that all users prefer shortcuts too and might design a software interface that relies heavily on these shortcuts.

However, not all users are comfortable with shortcuts and some might prefer navigating through menus. This assumption could make the software less user-friendly for those who aren't like the designer.

Because of this bias, it’s easy to mistakenly think that only someone very different or unusual could fail to figure it out. Recognizing the false-consensus effect can help you create products that cater to a wider range of preferences and needs and not just your own.

To prevent the false-consensus effect in UX design, put in the effort to investigate user behaviors and preferences instead of just validating your own ideas.^[1] Use a variety of user research methods to gather insights from your actual target users, especially when you have doubts about design decisions.

For example, you can administer surveys or conduct user interviews to get in-depth feedback.

Another effective method is usability testing, where you observe users interacting with your design to spot any issues or unexpected behaviors. You can also use A/B testing to compare different versions of a design and see which one performs better with real users. This ensures that your design decisions are based on broad user feedback, not just your own assumptions and biases.

The halo effect is a phenomenon where our overall impression of a person, product, or entity influences how we feel about their various characteristics, often without any logical basis. Essentially, if we like one particular aspect of something, we tend to have a favorable view of everything else related to it. For example, if users find an app visually appealing the first time they use it, they might overlook minor usability issues because their initial positive impression creates a "halo" that makes everything else about the app seem better.

Conversely, if their first interaction is negative, they might continue to view the app negatively, even if it improves. This is called the horn effect and it shows how powerful and lasting a first impression can be in shaping user perceptions.

To tackle the halo and horn effects in UX design, focus on providing a consistent and balanced user experience. Here are some ways to do so:

• Prioritize visual appeal while maintaining usability. Make sure your UI is navigable, intuitive, and easy to use.
• Ensure that the internal search feature delivers relevant results promptly, as it often forms users' initial impressions of your platform. This feature is often seen as the deciding factor when users evaluate a website or an app.
• Simplify the account setup process to provide a seamless experience, preventing early frustration that may affect users' overall perception of your service.
• Regularly gather user feedback and metrics to identify areas for improvement and ensure a consistently positive user experience throughout the product lifecycle.

Confirmation bias is a phenomenon where people tend to favor information that confirms their existing beliefs or hypotheses, often disregarding conflicting evidence. This cognitive bias is present in various aspects of life, including design and user experience development.

It can lead designers to misinterpret the reasons behind user behavior or product performance issues. For example, suppose a designer is convinced that a website's performance issue is due to its slow loading speed. They might focus solely on optimizing images and scripts, interpreting any slight improvements in speed as confirmation that they were correct.

However, the real issue might be poor navigation design, which isn't addressed because the designer was focused on load times. This oversight can prevent the real problem from being resolved, affecting the user experience negatively.

Here are a few ways you can prevent confirmation bias from creeping into your work:

• Gather empirical data from your target audience early in the design process about their preferences, behaviors, needs, and challenges. This helps reduce bias as less time, resources, and emotional investment are involved, leading to a more objective analysis.
• When collecting user feedback, avoid leading questions that could suggest an answer. Reflect on each question to ensure it doesn't guide the participant toward a specific response.
• Employ multiple data sources such as user testing, analytics, and customer feedback. This approach helps validate findings across different platforms and reduces the chance of twisting data to fit a hypothesis.
• Have someone not involved in the project review your research plans and findings. A fresh perspective can help spot biases and provide neutral insights.^[2]

Negativity bias refers to the tendency of users to focus more on negative experiences than positive ones. This means that a single issue with a product can seem more significant than many of its good features, overshadowing the hard work put into creating a seamless user experience. For example, if users encounter a confusing checkout process on an otherwise easy-to-navigate shopping site, this frustration might dominate their perception of the site. They may not notice or comment on the smooth navigation because the negative experience at checkout stands out more in their memory.

This bias can make users more likely to remember and report negative experiences, influencing their overall satisfaction and loyalty to the product.

To prevent negativity bias and create a more balanced user perception, consider the following strategies:

• Use familiar design patterns and interactions. For example, keep navigation and search functions in standard locations to avoid user confusion and frustration.
• Use timely, contextually appropriate microcopy to guide users and alleviate concerns, enhancing their overall experience.
• Ensure that error messages are helpful and polite. Good communication during errors can turn potentially negative experiences into positive ones.
• Introduce elements that can pleasantly surprise users, like playful microcopy or engaging graphics, to create positive moments that stand out.
• Regularly conduct user testing to understand and address usability issues. This helps ensure that the design meets real user needs and minimizes negative experiences.^[3]

Anchoring bias refers to the tendency for users to rely heavily on the first piece of information they see when making decisions. This initial information sets the "anchor" and all subsequent decisions are influenced by this anchor. For example, if users first see a premium product priced at $100 on a website, they might anchor to this price. When they later see a similar product for $70, they may perceive it as significantly cheaper and a good deal, even if, objectively, it's still expensive.

This can influence their purchasing decisions and how they perceive the value of products. The same applies to information and CTAs that they come across first on a website or app — they are likely to give more weightage to this initial information and make their decisions based on it.

Anchoring can be a powerful tool to set users up for success by establishing clear expectations about how a process or experience might unfold. Here are some techniques to do so:

• Good defaults and suggested values: Well-chosen numerical default values not only save users from typing effort but also set expectations for what is typical or atypical. For instance, in image-editing software, a default gamma value of 2.2 helps new users understand the standard setting, enabling them to make informed adjustments.
• Suggested values: On nonprofit websites, suggesting a donation amount can guide users on how much to give, easing the decision-making process. On for profit products like food delivery apps, you can set suggested defaults for values like the tipping amount.
• Set accurate expectations at the start: In workflows or processes, especially complex ones like rendering a video or uploading a large file, providing an upfront time estimate for completion can set a realistic expectation.
• Show original prices with discounts: When displaying discounts, showing the original price alongside the discounted price can anchor the user’s perception of the item’s value. This can make the deal appear more attractive and increase the likelihood of a purchase.^[4]

Framing bias refers to how the way information is presented can influence the decisions of people. It occurs when different presentations of the same information lead to different conclusions. Designers are particularly prone to this bias. For example, if usability test results show that 90% of users successfully completed a task using a new interface, a designer might feel positive about continuing with the design.

However, if the results are presented as a 10% failure rate, the designer might view the interface more critically and consider changes.

Being aware of framing bias is important because it will help you make more objective decisions by considering multiple perspectives and avoiding skewed judgments solely based on how information is presented.

Framing bias can lead designers to make decisions based on how information is presented, rather than the information itself. Here’s how to prevent this:

• Use multiple frames: Always try to look at data from various angles. For example, if testing shows that 90% of users like a feature, also consider the 10% who don't, to understand the full scope of user feedback.
• Seek diverse opinions: Consult with colleagues from different backgrounds or departments to get varied perspectives on the same data. This can help balance out any biased interpretations.
• Neutral language: When gathering feedback or presenting options, use neutral language that doesn’t lead respondents toward a particular choice. For instance, rather than asking users if they "love" a new feature, ask how they "feel" about it to get honest feedback.
• Gather more context: Acknowledge when you lack enough data to make an informed decision and seek additional information to better understand the situation.