Cognitive Bias
Mental shortcuts that make thinking faster, but can lead to systematic errors.
Why it matters
They affect both how users decide and how designers read research.
How to use it
- Learn common biases such as anchoring and confirmation bias.
- Test ideas with real people to check your own assumptions.
- Never use biases to trick people.
Example
Seeing a high price first can make the next price feel cheaper. This is called anchoring.