bias

The first number a person sees shapes every judgement that follows, even when it is obviously arbitrary.

BIAS·001Cognitive bias · Judgement

Losing something feels worse than gaining the same thing feels good, which shapes how people react to change.

BIAS·002Cognitive bias · Judgement

The same fact produces different decisions depending on whether it is expressed as a gain or a loss.

BIAS·003Cognitive bias · Judgement

Most people accept whatever is preselected, which makes defaults the most powerful control in an interface.

BIAS·004Cognitive bias · Judgement

People prefer things to stay as they are, which is why every redesign starts with a deficit.

BIAS·005Cognitive bias · Judgement

People value things more once they own them, and more still once they have put work into them.

BIAS·007Cognitive bias · Judgement

Once you know how something works you cannot accurately imagine not knowing, which is why teams misjudge their own interfaces.

BIAS·008Cognitive bias · Judgement

People seek and weight evidence that supports what they already believe, which quietly corrupts research findings.

BIAS·009Cognitive bias · Research integrity

Analysing only the people who made it through hides everything the failures would have told you.

BIAS·010Cognitive bias · Research integrity

People judge how likely something is by how easily an example comes to mind, which favours the recent and the vivid.

BIAS·011Cognitive bias · Judgement

Adding a deliberately inferior third option changes which of the original two people choose.

BIAS·012Cognitive bias · Judgement

A strong impression in one area spills over into unrelated judgements about the same thing.

BIAS·013Cognitive bias · Judgement

Past investment that cannot be recovered still drives decisions, in users and in product teams alike.

BIAS·014Cognitive bias · Judgement