Types Of Bias

• Bias Definition

• “favoring or having prejudice against something based on limited information”
• Biases are often unconscious
• Cannot be eliminated but can be managed through awareness

• Types of Bias in UX

• Confirmation Bias

  Looking for evidence to prove existing hypothesis Drawn to info confirming beliefs/preconceptions Overcome by:

  • Using open-ended questions in interviews
  • Active listening without adding opinions
  • Including large, diverse sample of users

• False Consensus Bias

  Assuming others think same way as you Can lead to viewing disagreement as abnormal Overcome by:

  • Identifying and articulating assumptions
  • Surveying large groups

• Memory-Related Biases

  Recency Bias

  • Remembering last things heard most easily
  • Take detailed notes/recordings to overcome

  Primacy Bias

  • Remembering first participant most strongly
  • Use consistent interview methods
  • Document everything, not just first impressions

• Implicit/Unconscious Bias

  Attitudes/stereotypes without conscious knowledge Common UX issues:

  • Only interviewing limited identity profiles
  • Discomfort with different life experiences
  • Asking potentially offensive questions

  Overcome by:

  • Self-reflection
  • Asking others to point out biases

• Sunk Cost Fallacy

  Difficulty changing course after time investment Overcome by:

  • Breaking projects into smaller phases
  • Creating designated decision points
  • Focus on user impact over time invested