Design Biases Flashcards
What is bias?
Favouring or having prejudice against something based on limited information
What is confirmation bias?
When you start looking for evidence to prove a hypothesis you already have.
How can you avoid confirmation bias?
Ask open ended questions and use a large sample of users
What is false consensus bias?
When you assume that others will think the same way as you. This can lead to overestimating the amount of people that will agree with our idea or design
What is Recency Bias?
Where you’re more likely to remember/be impacted by the last thing you heard
What is Primacy Bias?
You may remember the first person you interview the most, because they make the strongest impression as it is a new situation
How can Recency Bias and Primacy Bias be overcome?
Interview each participant in the same way
What is Implicit Bias also known as?
Unconscious bias
What is Implicit Bias?
To be unconsciously affected by a set of attitudes and collection of stereotypes
What is the Sunk Cost Fallacy and how does it form a bias?
The Sunk Cost Fallacy is when we consider the time or sunk costs already invested and this affects how we consider it/make decisions, versus looking at it objectively without considering the sunken costs
What is Social Desirability Bias?
When a participant answers a question based on what they think you want to hear. This is why its important to use non-specific language and be aware of body language
What is Availability Bias?
When you rush the user recruitment process or skip screening questions to attract a bigger pool of users, even if they don’t fit the qualifications or characteristics that you’ve already determed are present in your ideal user
