Common Prejudices that UX/UI designers should know (Part 2)
7. Belief bias
During product development, if there is a conclusion supports member's beliefs, he tends to look for evidence to justify this one. Therefore, the product team needs to recognize this bias so as not to make decisions that are influenced by other's belief instead of following correct or objective arguments.
The team members also should avoid impose their viewpoints on users, then find all evidence to explain and prove that arguments are correct. Instead, there is a necessary based on probability, users' interviews, surveys, careful observation how users are interacting with the products. Consequently, the team can draw more objective conclusions.
8. Self-serving bias
Most of people believe that their failure is due to other external reasons, such as risks or horrible circumstances. However, all their success come from their own competency and they deserve to be recognized.
In the UX design, the product team can take advantage this psychological theory to motivate users to complete a process, by congratulating them whenever they complete a task, bringing positive emotions or icons to users, then they will be willing to explore the digital journey.
9. The groupthink
"The Groupthink" is a psychological phenomenon that often occurs in a team in which members overemphasize harmony and unity in the group. This leads to the result of not focus on practical evaluation and actions.
This effect can create the "delusional power" to the team, distort the analysis results of the feasibility of a plan or lead to inaccurate decisions. With a high degree of unity, team members often value the opinions of others.
During the time, this effect can reduce the team's "Critical Thinking". Consequently, the number of solutions or options proposed by members will gradually decrease. Team tends to choose the safe solution to prioritize the peace of the group, and also appreciate the idea of leader. The team's capacity gradually declines, the possibility of disintegration is high when the team leader decides to quit the organization.
10. The Framing effect
This is a particularly useful effect when building digital products in the retail industry, as well as advertising and marketing industries. Accordingly, the brain often makes decision about receiving information based on how that information is presented.
In the fashion industry, there are some terms such as “Visual Merchandising” or “Window Display” that mention about the arrangement and decoration of objects inside and outside the store to attract passerby and consumers in the store.
11. Fundamental Attribution error
People tend to favor themselves when they focus too much on the influence of circumstances on their own failures, but downplay them when it comes to assessing others' problems. So the team need to recognize this type of bias in order to better empathize with users' issues.
12. The Halo effect
When a person really loves a feature, a product or this feature, product is attractive enough to a certain extent that it will impact on this person's rating.
For the product team, it should be noted that human judgement is the synthesis and automatic connection of facts. Therefore, to maintain objectivity, the team needs to consciously manage the surrounding influences before making a decision.
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