services are developed to be used by humans. Thus, understanding humans understanding Thus, humans. by used be to developed are services obvious than others but certainly not less complex. Most products bioengineering, and as shown in this magazine. Psychology mightbusiness world. beBe it more the comparison to relationships, game elements, or There are many non-business flieds which can betransfered to the COGNTIVE COGNTIVE is key to a succesfully develop a product orservice. is keytoasuccesfullydevelopproduct BIASES by ANTON KOGER The Power of Power The //PsychologistatILI.DIGITAL WE EDIT AND REINFORCE SOME WE DISCARD SPECIFICS TO WE REDUCE EVENTS AND LISTS WE STORE MEMORY DIFFERENTLY BASED WE NOTICE THINGS ALREADY PRIMED BIZARRE, FUNNY, OR VISUALLY WE NOTICE WHEN WE ARE DRAWN TO DETAILS THAT WE NOTICE FLAWS IN OTHERS WE FAVOR SIMPLE-LOOKING OPTIONS MEMORIES AFTER THE FACT FORM GENERALITIES TO THEIR KEY ELEMENTS ON HOW THEY WERE EXPERIENCED IN MEMORY OR REPEATED OFTEN STRIKING THINGS STICK OUT MORE SOMETHING HAS CHANGED CONFIRM OUR OWN EXISTING BELIEFS MORE EASILY THAN IN OURSELVES AND COMPLETE INFORMATION way we see situations but also the way we situationsbutalsotheway wesee way the biasesnotonlychange Furthermore, overload. cognitive avoid attention, ore situations, guide help todesign massively can This in. take people information of kind explainhowandwhat ofperception egory First,biasesinthecat andappraisal. ory, self,mem perception, into fourcategories: roughly bedivided Cognitive biasescan within thesesituations. forusers interaction andeasy in anatural situationswhichresults sible toimprove itpos and adaptingtothesebiasesmakes ingiven situations.Reacting ways certain act sively helpstounderstandwhypeople mas into consideration biases ing cognitive Tak humanbehavior. topredict likely less or andmore relevant illusionsare cognitive In each situation different every havior day. tive biases which can influence human be capacities. There are more than 180cogni enoughinformationprocessing have don’t we biasessimplybecause tocognitive lead mal solution. Heuristics are often used and theopti statementsdeviatefrom resulting the because duringapplication occur may misjudgments solution.However, problem toasatisfactory lead andtherefore result these rules quickly produce the situations.Inmostcases, solving incomplex expected making,orproblem decision assessments, helpwithsituation evolutionary processes, through orlearned consolidated been have and little time. These efficient rules, which knowledge limited solutions with ticable statementsorprac toprobable coming heuristics.Heuristicistheartof cognitive on based and are unconscious remain ally thought, memory, and judgment. They usu in perception, systematic misalignments termfor collective cognitive-psychological illusionisa Cognitive biasorcognitive AMBIGUITY BIAS ILLUSORY TRUTH ILLUSORY EFFECT EXPERIMENTER’S BIAS BIKE-SHEDDING EFFECT OSTRICH EFFECT OMISSION FALLACY NEXT-IN-LINE EFFECT NEXT-IN-LINE SUGGESTIBILITY IMPLICIT ASSOCIATIONS INHIBITION MEMORY CONSERVATISM BIAS BLIND SPOT TESTING EFFECT NEGATIVITY BIAS NEGATIVITY NEGATIVITY BIAS NEGATIVITY CONGRUENCE BIAS SELECTIVE PERCEPTION NAIVE REALISM SUBJECTIVE VALIDATION MERE EXPOSURE EFFECT MISATTRIBUTION OF MEMORY PEAK-END RULE PEAK-END INFORMATION BIAS INFORMATION EXPECTATION BIAS EXPECTATION AS REASON EFFECT RHYME PICTURE SUPERIORITY EFFECT RAZOR OCCAM’S DISTINCTION BIAS CHOICE-SUPPORTIVE BIAS EFFECT OBSERVER NAIVE CYNICISM BAADER-MEINHOF PHENOMENON BAADER-MEINHOF LAW OF TRIVIALITY LAW IMPLICIT STEREOTYPES AFFECT BIAS FADING DELMORE EFFECT BELIEF BIAS WEBER-FECHNER LAW AVAILABILITY HEURISTIC AVAILABILITY MOOD-CONGRUENT BIAS MEMORY SERIAL POSITION EFFECT SEMMELWEIS REFLEX SEMMELWEIS TIP OF THE TONGUE EFFECT PRIMACY EFFECT PRIMACY LEVELS OF PROCESSING EFFECT OBSERVER-EXPECTANCY EFFECT OBSERVER-EXPECTANCY CUE-DEPENDENT FORGETTING CONTRAST EFFECT PART-LIST CUEING EFFECT PART-LIST FOCUSING EFFECT GOOGLE EFFECT ATTENTIONAL BIAS ABSENT-MINDEDNESS FRAMING EFFECT SPACING EFFECT SPACING SERIAL RECALL EFFECT SERIAL RECALL VON RESTORFF EFFECT RESTORFF VON CONTINUED INFLUENCE EFFECT SOURCE CONFUSION EMPATHY GAP EMPATHY CONJUNCTION FALLACY FREQUENCY ILLUSION FALSE MEMORY FALSE BIAS STEREOTYPICAL LEVELING AND SHARPENING DURATION NEGLECT DURATION MONEY ILLUSION PREJUDICE HUMOR EFFECT BIAS CONFIRMATION LIST-LENGTH EFFECT LIST-LENGTH EFFECT MODALITY BASE RATE FALLACY RATE BASE CONTEXT EFFECT MISINFORMATION EFFECT MISINFORMATION SELF-RELEVANCE EFFECT SELF-RELEVANCE RATIONALIZATION POST-PURCHASE RECENCY EFFECT LESS-IS-BETTER EFFECT SUFFIX EFFECT ANCHORING BIZARRENESS EFFECT CRYPTOMNESIA MEMORY PERCEPTION APPRAISAL SELF - - - - - - - - - - UNIT BIAS DECLINISM PAREIDOLIA IKEA EFFECT REACTANCE IMPACT BIAS IMPACT HALO EFFECT ESSENTIALISM MORAL LUCK FORER EFFECT STEREOTYPING DECOY EFFECT DECOY ZERO-RISK BIAS RESTRAINT BIAS MURPHY’S LAW IN-GROUP BIAS ZERO SUM BIAS PESSIMISM BIAS OUTCOME BIAS OUTCOME LOSS AVERSION AUTHORITY BIAS AUTHORITY HINDSIGHT BIAS OPTIMISTIC BIAS BARNUM EFFECT BARNUM PLACEBO EFFECT PLACEBO PELZMAN EFFECT NORMALCY BIAS BACKFIRE EFFECT BACKFIRE STATUS QUO BIAS STATUS CONFABULATION POSITIVITY EFFECT CLUSTER ILLUSION TIME-SAVING BIAS TIME-SAVING PROJECTION BIAS PROJECTION SPOTLIGHT EFFECT SPOTLIGHT EGOCENTRIC BIAS SELF-SERVING BIAS AUTOMATION BIAS AUTOMATION HARD-EASY EFFECT AREAL TO AREAL TO NOVELTY RECENCY ILLUSION SURVIVORSHIP BIAS SURVIVORSHIP HOT-HAND FALLACY HOT-HAND PLANNING FALLACY DISPOSITION EFFECT NOT INVENTED HERE NOT CROSS-RACE EFFECT CROSS-RACE GENERATION EFFECT GENERATION SUNK COST FALLACY GAMBLER’S FALLACY ENDOWMENT EFFECT ENDOWMENT TELESCOPING EFFECT ILLUSION OF VALIDITY MAGIC NUMBER 7+-2 MAGIC RISK COMPENSATION CHEERLEADER EFFECT BANDWAGON EFFECT BANDWAGON ANECDOTAL FALLACY ANECDOTAL THIRD-PERSON EFFECT SUBADDITIVITY EFFECT SUBADDITIVITY EFFORT JUSTIFICATION ILLUSORY SUPERIORITY ILLUSORY ROSY RETROSPECTION SYSTEM JUSTIFICATION SYSTEM TRAIT ASCRIPTION BIAS MENTAL ACCOUNTING MENTAL PRO-INNOVATION BIAS PRO-INNOVATION ANTHROPOMORPHISM ACTOR-OBSERVER BIAS ACTOR-OBSERVER ILLUSION OF CONTROL REVERSE PSYCHOLOGY MASKED MAN FALLACY DEFENSIVE ATTRIBUTION CURSE OF KNOWLEDGE DENOMINATION EFFECT DENOMINATION REACTIVE DEVALUATION REACTIVE FUNCTIONAL FIXEDNESS SELF-CONSISTENCY BIAS ILLUSORY CORRELATION ILLUSORY JUST-WORLD HYPOTHESIS JUST-WORLD IRRATIONAL ESCALATION IRRATIONAL LAKE WOBEGONE LAKEEFFECT WOBEGONE NEGLECT OF PROBABILITY FALSE CONSENSUS EFFECT FALSE PSEUDOCERTAINTY EFFECT PSEUDOCERTAINTY DUNNING-KRUGER EFFECT OVERCONFIDENCE EFFECT OVERCONFIDENCE SOCIAL COMPARISON BIAS SOCIAL COMPARISON ARGUMENT FROM FALLACY HYPERBOLIC DISCOUNTING IDENTIFIABLE VICTIM EFFECT MORAL CREDENTIAL EFFECT GROUP ATTRIBUTION ERROR better experience fortheuser. better experience toway whichleads precise farmore signed bede orsituationcan service, a product, this Like tobeimproved. what stillneeds ofsofarand care for examplewhatistaken one is to add them to different categories, Another is toaddthemauserjourney. Oneveryusefulprocess project. the current are sorted in differentways depending on points bullet These attached. is situation the point which describes how the bias affects bullet ofbiasesashort sub-category each To relevant. whichofthemare and check allbiases through wego everyproject For or thesameperson. completely different aboutequal situations people have different opinions andcan feel why reason one is This present. in situations and ontopeople projected and emotionsare influenced by biases, previous knowledge and onourassumptions situations. Based andactincomplex us analyze,conclude, heuristics,whichhelp port tousecognitive sup generalities thing. orThese stereotypes almost every about and assumptions liefs be Overtimeeveryonecreates appraisal. the beyondthesituationitself.Fourth, ence the experi to improve help can stored are abouthowmemories ations theknowledge situ designing When fact. the after changed influence memories. Memoriescan also be nitive biasesaswell.Emotionsforexample cog ing situationstomemoriesunderlays transform of process The though. way same the isstored Not everythingweexperience memories. create and situation-perception self-awareness of combination a Third, sires. de and needs human as basic as well works, actions,orsocialframe to lookatprevious useful theydo.It’s and whytheyacttheway insituations feel mainly abouthowpeople self is of the category ourselves. Second, see SOCIAL DESIRABILITY EFFECT ILLUSION OF TRANSPARENCY EXTRINSIC INCENTIVE ERROR INSENSITIVITY TO SAMPLE SIZE TO INSENSITIVITY WELL-TRAVELED ROAD EFFECT ROAD WELL-TRAVELED ULTIMATE ATTRIBUTION ERROR ULTIMATE ESCALATION OF COMMITMENT ESCALATION PROCESSING DIFFICULTY EFFECT PROCESSING DIFFICULTY ILLUSION OF EXTERNALAGENCY APPEAL TO PROBABILITY FALLACY PROBABILITY TO APPEAL OUT-GROUP HOMOGENEITY BIAS OUT-GROUP ILLUSION OF ASYMMETRIC INSIGHT ILLUSION OF FUNDAMENTAL ATTRIBUTION ERROR FUNDAMENTAL WE AVOID MISTAKES AND IRREVERSIBLE WE TEND TO FIND STORIES AND PATTERNS WE FILL IN CHARACTERISTICS FROM WE FAVOR OPTIONS WE RATE THINGS AND PEOPLE WE SIMPLIFY WE THINK WE KNOW WHAT WE PROJECT OUR CURRENT WE TEND TO COMPLETE THINGS WE WANT TO MAKE AN IMPACT DECISIONS WHILE PRESERVING EVEN WHEN LOOKING AT SPARSE DATA STEREOTYPES AND PRIOR HISTORIES WITH PROMPT RESULTS WE’RE FAMILIAR WITH AS SUPERIOR PROBABILITIES AND NUMBERS OTHER PEOPLE ARE THINKING MINDSET ONTO THE PAST AND FUTURE WE’VE INVESTED TIME & ENERGY IN AND FEEL WHAT WE DO IS IMPORTANT AUTONOMY AND GROUP STATUS - - - - - - - - - -.