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10 types of cognitive bias to watch out for in UX research & design
Visualising 10 types of bias in 10 visuals
Understanding cognitive bias's are not only important for UX Research and UX design, but also for navigating every day life. Bias seeps into our judgement and thinking which can warp the reality of experience based on our subjective views.
I began to learn about the different bias’s during my UX Research bootcamp but decided to further my understanding of this by reading ‘Just Enough Research’ by Erika Hall and utilising the Nielsen Norman Group’s vast array of useful information. My findings are documented below 👇🏽 via 10 illustrative visuals.
1. Sampling Bias
Sampling Bias occurs when members of the target population are not selected correctly. Using an example, you are designing an app to help people with food intolerances document their meals and are looking for adult males (ages 20–30), adult females (ages 20–30) and teenage males and females (ages 15–19) who have food intolerances as your target sample. However, if all your sample subjects are solely adult males and teenage females, this creates a bias and unrepresentative sample.
