Decision Frames: How Cognitive Biases Affect UX Practitioners

I love stuff like this!

Imagine you are working on a website design, and have just completed a usability test with 20 users. One task involved using the website’s search function, so you now have a numerical measurement of how many users were able to find and use the search function.

The task results could be stated in 2 different ways:

  • 4 out of 20 users could not find the search function on the website.
  • 16 out of 20 users found the search function on the website.

Logically, both of these statements describe exactly the same result, which is an objective data point. But if you’re like most people, the conclusions you come to might be very different depending on which phrasing is used.

Biases affect our work; awareness helps us mitigate them, to a degree.

Read on Nielsen Norman Group