Shari Benko

UX Leader, Designer, Researcher and Teacher.

[UX Links @uxlinks]

Learn about Cognitive Biases to improve your UX/UI Designs 🚀🔖

What are Cognitive Biases?
Cognitive biases are systematic patterns of deviation from norm or rationality in judgment. In User Experience cognitive biases have a big impact on users’ behavior. Biases affect users’ decision-making process and get in the way of effective critical thinking mechanisms.
Design thinking process is iterative and basically consists of 5 phases: Discovery, Definition, Ideation, Prototyping and Testing.

Most popular cognitive biases:

Framing effect:
- Drawing different conclusions from the same information, depending on how that information is presented.

Example:
- Positive statement: 40% of users clicked the link and opened the article on the website.
- Negative statement: 60% of users didn’t open the article and dropped off.

Backfire effect:
- When people not simply reject facts that contradict their beliefs, but also hold stronger to reassuring lies.

Example:
- Flat Earth theory - many ancient cultures believed and the some people still believe that the Earth is flat, because walking around on the planet’s surface looks and feels flat. All scientifc evidence to the contrary is fabricated and represents the “round Earth conspiracy”

Anchoring bias:
- The tendency to rely too heavily, or "anchor", on one trait or piece of information when making decisions (usually the first notable piece of information acquired on that subject).

Example 1:
- Regural price: $99. Discount price: $75.

Example 2:
- Only 3 products left in stock.

Contrast effect:
- The enhancement or reduction of a certain stimulus' perception when compared with a recently observed, contrasting object.

Example:
- The inner rectangles are the same color. However the left one seems lighter.

Decoy effect:
- A phenomenon whereby consumers will tend to have a specific change in preference between two options when also presented with a third option that is asymmetrically dominated.

Example:
- Option A (target): $400 (30Gb)
- Option B (competitor): $300 (20Gb)
- Option C (decoy): $450 (25Gb)

Ambiguity effect:
- The effect implies that people tend to select options for which the probability of a favorable outcome is known, over an option for which the probability of a favorable outcome is unknown.

Example:
- I tend to buy the product X, because there is a lot of positive feedback about it on their website. I don’t trust the product Y because I don’t know much about it.

Download the PDF: https://t.co/yEJUGulLUd

by @uxhints_com

#ux #uxdesign #ui #uidesign #productdesign #uxprocess #uxstrategy #design #designthinking #research #userresearch #uxresearch #cognitivebias #usertesting #usability #usabilitytesting #prototyping #agile #mvp #startup #digital #ideation #usercentreddesign #userempathy #business #figma

[Shari Benko @SheetwiseDesign]

@MissAmaraKay Happy Birthday!

[MeasuringU @MeasuringU]

Use caution when comparing responses internationally (especially between eastern and western cultures). Our study and other published research found rather large differences in response patterns based on country. https://t.co/RXTscXtPlu

[Luke Wroblewski @LukeW]

design is never done: the Google Glass edition
https://t.co/pMSnG06flc

[Smashing Magazine 🇺🇦 🏳️‍🌈 @smashingmag]

That’s clever. A slider allowing to specify available space and suggesting furniture that would fit there.

↬ Made Sofasizer
https://t.co/n5oiXG4TQu

/ via @smash_it_on

[Shari Benko @SheetwiseDesign]

Great article about how to implement #EthicalAI https://t.co/xhrA7kZ1q1 #Ethics #AI

[Shari Benko @SheetwiseDesign]

I just donated to @Wikipedia. Support free knowledge! #iloveWikipedia https://t.co/LsVD7biMex

[Scala @scala_lang]

“Scala is emerging as the second most important language in data science” https://t.co/SbfdzZWfYO

[Shari Benko @SheetwiseDesign]

@sarahdoody I didn't realize how much I rely on notes until my entire OneNote was destroyed with a computer crash. I was meticulous with backing up my designs, user flows and other documents, but figured my notes were just for me. Now I backup my notes too! I was so lost without them.

[Shari Benko @SheetwiseDesign]

Hilarious! This is exactly how it is! The life of a UXer. #UX
https://t.co/UyB2aMXn49

[ᴀᴢʟ @aaronzlewis]

In light of the latest FB scandal, here's my proposal for replacing Design Sprints:

Black Mirror Brainstorms

A workshop in which you create a Black Mirror episode. The plot must revolve around misuse of your team's product.

Pair with @brownorama's idea of "abusability testing"

[Shari Benko @SheetwiseDesign]

@DavidHHMack So should the profession be renamed from data scientist to data parent? 😉

[Shari Benko @SheetwiseDesign]

This seems familiar! I am interested to see what this looks like. https://t.co/zUxcfwujIq

[Shari Benko @SheetwiseDesign]

This is exactly what I mean by #AI4UX https://t.co/cOnZzrelnw

[Shari Benko @SheetwiseDesign]

1 hour before I am up. Come to my presentation "Why AI needs UX and UX needs AI" Breakout session 1 Room 121 C. #UX4AI #phxdw

[Shari Benko @SheetwiseDesign]

At #PHXDW, awesome opening video!

[User Defenders® @UserDefenders]

@SheetwiseDesign Hey Shari, I wanted to let you know that the episode you suggested went live Monday along with your great question for @bigmediumjosh.

https://t.co/Zl3eDtHNNT

[Shari Benko @SheetwiseDesign]

Clever way around Alexa's accessibility issue... https://t.co/zaIPEEpa9n

[Shari Benko @SheetwiseDesign]

IEEE Launches Ethics Certification Program for Autonomous and Intelligent Systems | Business Wire https://t.co/JYlWtV5CjS