Generally, people go into tests with good intentions of gathering accurate, pristine information, so how does all this bias creep in? It’s pretty common to have several psychological biases working against you that can cloud your design and user research. This talk will focus on surfacing some of the darkest types of bias and how to prevent and combat them. Also, learn how to use some of those cognitive biases for good in your designs. No dark patterns here folks.

Outline
Opening hook
Agenda
What is cognitive bias?
What are the signs?
How do you fight it?
How do we use it to our advantage?
Define
Why it matters
Types of bias
Self/You
Blind spot bias
Experimenter’s bias
Observer-expectancy effect
Self vs others
Social comparison bias
Aligning with me/my beliefs
Semmelweis effect
Not Invented Here bias
Social Conformity
Courtesy bias
Recent/long ago
Baader-Meinhoff
Peak-end rule
Use in your design for good
Baader-Meinhoff
Ikea
Humor effect
Bizarre effect
Default effect
It’s a wrap – summary of talk and take-aways

Attendees Gain
Attendees will learn several important terms and practical tips about cognitive bias. This will increase their awareness of cognitive biases, help them to understand how to apply them in positive ways in their design and give them tangible ways to apply the concepts that they learn. It will also help them in future research efforts to prevent “leading the witness” and conduct bias-free research studies.

Experience and Qualifications what I bring about this topic
As a user researcher and designer, I have seen first-hand how these biases can creep into design and research. I have seen designers bias participants by their reactions (observer-expectancy bias). I have seen how I have loaded questions with my own personal (blind spot) bias. By bringing in real and personal examples, I can help others understand how we all have biases and what we can do, as researchers, designers and product partners, to prevent them from making their way into our projects.