How cognitive biases influence user’s decisions (and ours)

D14a5a0ac27e24a0b2865c9c33dede87?s=47 Ux in Lux
March 06, 2019

How cognitive biases influence user’s decisions (and ours)

Cognitive biases are psychological tendencies that cause the human brain to draw incorrect conclusions. For better or worse, we can use them in many different ways to influence user behaviour on your websites and apps. As designers (and as customers), it’s also interesting to be aware of such biases. For instance, some of them might influence your user research without you even knowing it.

The list of cognitive biases is long and scary for a lot of people, some people even turned them into a poster to make it easier to remember. We propose to work together to make this complex topic a little bit easier to understand.

In small groups, we will go through parts of the list of different cognitive biases we could use to persuade our users. We will try to build the MOST persuasive site possible (or maybe the worst one, who knows) and present those sites to the other groups. Cheaters never win, right?

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Ux in Lux

March 06, 2019
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Transcript

  1. 2.
  2. 3.

    Welcome to the workshop! We are UX designers and we

    propose UX workshops in Luxembourg !
  3. 4.
  4. 5.

    Share your knowledge with the community! Contact us if you

    want to present a workshop or share a UX method!
  5. 7.

    What’s the plan? 1. What are cognitive biases? 2. It’s

    scary, let’s play cards 3. Don’t be evil… or maybe let’s be evil? 4. OKTHXBYE Schedule
  6. 9.
  7. 11.

    Cognitive biases are psychological tendencies that cause the human brain

    to draw incorrect conclusions. For better or worse, we can use them in many different ways to influence user behavior on your websites and apps. Definition
  8. 12.
  9. 13.

    IF I don’t book now, there will not be any

    room left for me (Scarcity + loss aversion)
  10. 15.

    As designers (and as customers), it’s also interesting to be

    aware of such biases. For instance, some of them might influence your user research without you even knowing it. Definition
  11. 17.
  12. 18.

    Step 1 - Discover and recall 1. In groups, check

    the biases cards we gave you 2. Can you recall any site or situation where those biases where used?
  13. 20.

    Step 2 - Let’s be evil Now that we have

    a better understanding of a few biases, let’s build the most manipulative experience possible. How would you sell us a unicorn?
  14. 23.

    Ethics So, good or evil, what you create and build

    is your responsibility and your choice. Would you use some of those in a project?
  15. 24.

    Check your biases Some of those might influence your user

    interviews and user testing - Confirmation bias - Framing effect - Social Desirability bias - etc. → 10 cognitive biases to avoid in User Research (and how to avoid them)
  16. 25.
  17. 26.

    • Cognitive Bias Cards For Learning Practitioners (to learn about

    bias) • Cognitive Bias Cards • Wikipedia list of cognitive biases • Online quizz tool with biases cards • CognitiveBiasCards • Bias Cards by UX Psychologists (to avoid designer bias) • List of cognitive biases Some cards / lists
  18. 27.

    • Psychology for Designers Joe Leech • 100 Things Every

    Designer Needs to Know About People Susan Weinschenk • 100 MORE Things Every Designer Needs to Know About People Some books
  19. 28.

    Thank you :) Contact us if you want to present

    a workshop or share a UX method! @ux_lux on twitter - uxinlux@gmail.com