Biases Cards

As designers, our job is to create things that people will love using. To make awesome designs, it’s super important to really understand people and what they need. This means getting into the nitty-gritty of how people think and feel, and also being aware of how our own biases can sneak into our work. That’s why I came up with Biases Cards – they’re a handy tool to help designers like us stay mindful of our biases as we create amazing products.

Confirmation Biases

It is the tendency to interpret or investigate information that confirms one’s own ideas. As professionals who work with data, we will always be inclined to look for data that confirms our hypotheses, even if they have not yet been validated.

And, between us, we are masters in the art of looking for data that prove our hypotheses. We know exactly who to talk to and where to look for this information to validate it ;)

 No matter the segment in which we work, we will always seek opinions in the press and forums that confirm our market ideas. We need to be careful not to ignore everything else that could help a lot to expand our solution.

False
Consensus 

It is common to think that our own opinions, beliefs, values, and habits are more widespread among the population than they really are. In other words, we tend to think that everyone else thinks the same way we do.

Bandwagon Effect

It is the tendency to do things because so many other people are doing them. In our market, this happens all the time. This effect is pretty visible on platforms like Dribbble, Pinterest and Behance.

We notice what design trends are emerging, we tend to embrace fashion, and suddenly we realize that everyone is doing the same thing.

We have to be careful to analyse if the most popular solution is the best one for the specific users of our product or if we are applying a trend just because everyone else is doing the same.

Anchoring 

It's common for us to really latch onto a specific piece of information when making decisions and ignore other possibilities. This is known
as being influenced by a first impression. For example, when a company launches a new product and the first customer provides feedback about
a potential issue, the natural response is to immediately focus on that specific problem. But it's important to remember that this is just one
of many responses, and collecting more feedback would be the best strategy.

Stereotype

It is a bias that leads us to expect individuals in a group to have certain characteristics, based on our past experiences or stereotypes, without having real information about that specific person. In essence, it creates
a false belief that we know how members of a particular group behave.

Projection

It is the tendency to unconsciously assume that other people share the same current emotional states, thoughts, and values as your own. When we speak in the place of the other, we project - that is, we see in the other a reflection of ourselves

Forer Effect

It is the tendency to give high levels of precision to descriptions of personalities that are supposedly adapted to the observer, but are actually vague and general enough to apply to a range of people.

Do you know newspaper horoscope? One who places characteristics and events that are common to all in order to serve everyone. More or less that.

As well, for example, the act of creating personas starting from our own reality, without making a deeper immersion in the environment in which the target audience is.