The science is clear: humans take mental shortcuts. Here you can read about why we do this and how you can avoid it.

Every time users interact with your product, they:

  1. 🙈 Filter the information
  2. 🔮 Seek the meaning of it
  3. ⏰ Act within a given time
  4. 💾 Store bits of the interaction in their memories

So to improve your user experience, you need to understand the biases & heuristics affecting those four decision-cycle steps.

Below is a list of cognitive biases and design principles (with examples and tips) for each category. Let’s dive right in.

🙈 Information

Users filter out a lot of the information that they receive, even when it could be important.

🔮 Meaning

When users try to give sense to information, they make stories and assumptions to fill the gaps.

🕒 Time

Users are busy so they look for shortcuts and jump to conclusions quickly.