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Design Thinking Seattle: Designing for Cognitive Bias

Slides shared at the March 2018 Design Thinking Seattle Meetup.

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Design Thinking Seattle: Designing for Cognitive Bias

  1. 1. Seattle Design Thinking & Innovation Collective
  2. 2. Members Like You!
  3. 3. Our goals for this meetup Community ImpactSkill building
  4. 4. Our goals for this evening UNDERSTAND what cognitive biases are and how they affect us PRACTICE a few techniques with a focus on bias busting CONSIDER how cognitive biases show up in the design process
  5. 5. Cognitive Biases
  6. 6. What is a Cognitive Bias? A cognitive bias is a mistake in reasoning, evaluating, remembering, or other cognitive process, often occurring as a result of holding onto one's preferences & beliefs regardless of contrary information A cognitive bias is a mistake in reasoning, evaluating, remembering, or other cognitive process, often occurring as a result of holding onto one's preferences & beliefs regardless of contrary information
  7. 7. I’m also Danny!
  8. 8. Economics Science that studies the production, distribution & consumptions of good and services Psychology The science of behavior and the mind Behavioral Economics
  9. 9. Cognitive Bias can (amongst other things)… • Lead us to believe people like, want, or need what we like, want, or need • Lead us to seek out evidence that supports our experiences, points of view, or preferences • Lead us to solve problems we understand or that have clear outcomes that we can envision • Lead us to become attached to things we have, have made, or attribute as “mine”
  10. 10. I dare you to say 63!
  11. 11. The racket and the ball cost $1.10. The racket costs $1.00 more than the ball. How much does the ball cost?
  12. 12. You should totally run.
  13. 13. Now we know…
  14. 14. Three things that help Awareness TempoPerspective
  15. 15. Challenges our perspective and puts others at the center of our thinking Challenges our assumptions and beliefs with what we’ve learned Challenges us to consider solutions we don’t understand or can’t quite comprehend Challenges us to test our ideas early and often
  16. 16. Bias: Egocentricity Bias (Empathy Gap) Suggested Activity: Empathy Interviews
  17. 17. • Avoid leading questions that start with “Do you/Did you…” • Ask for specifics- don’t assume words/routines mean the same thing to your interviewee as they do to you • Defer judgement • Avoid correcting others • Ask open-ended questions Empathy Interview Tips
  18. 18. Bias: Hypothesis Confirmation Bias (Confirmation Bias) Suggested Activity: Personas & Journey Maps
  19. 19. Personas & Journey Maps
  20. 20. Bias: Ambiguity Bias Suggested Activity: Facilitated Brainstorming + Filtering for Risk
  21. 21. How might we…make visits to the dentist more delightful? Take 3m and write ideas individually? Take 5m, share with group, and build on each others ideas
  22. 22. • Take 5m • Place a dot sticker on each of the following: 1. Safest Bets 2. Riskiest Bets 3. Most Ambiguous
  23. 23. Bias: Endowment Effect Suggested Activity: Low-Fidelity Prototypes + Rapid Iteration
  24. 24. With your group: Spend 10 minutes prototyping one of your groups most ambiguous or riskiest ideas
  25. 25. With another group: Spend a total of 10 minutes getting feedback on your ideas 5 minutes for each group! I Like / I Wish / What If
  26. 26. Tempo
  27. 27. Tempo
  28. 28. Three things that help Awareness TempoPerspective
  29. 29. Books & Resources Make America Read Again! #MARA What’s in YOUR library?
  30. 30. Step 1 Step 2 I ❤ http://designthinking.is
  31. 31. Members Like You!

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