As Margaret Mead famously noted, “What people say, what people do, and what they say they do are entirely different things.” In UX design, it’s critical to supplement qualitative user research with quantitative behavior analysis to understand how people act and predict how they are likely to act in the future. Many behavioral studies have revealed that even though people’s actions sometimes appear to deviate from rationality or good judgment, these apparent deviations occur in replicable and predictable patterns, which are known as cognitive biases.
In this presentation, Jasper Liu will introduce five common cognitive biases with a variety of research data and design examples, discuss how they influence the decision-making of users and stakeholders, and provide recommendations to utilize or mitigate them in UX design. You’ll leave with insights on how to better predict your users’ decisions and design meaningful products and services that drive desired behaviors.
