Free Online Design Course to Learn the Cognitive Biases and Principles that Impact UX Design

The chapter delves into the world of cognitive biases, where the reader is introduced to approximately 106 biases and psychological theories commonly used in design. A selection of ten key biases are highlighted for a micro workshop, setting the foundation for understanding the intricacies of human decision-making.

Readers are taken through the four key steps in the decision-making process when interacting with a product filtering information, scanning for worthiness, decision-making, and taking action. The chapter emphasizes the importance of user engagement and how users quickly scan content to determine its value.

Named after Mr. Fitz, the chapter explores the Fitz Law, derived from analyzing fighter jet crashes in World War II. It reveals that accidents were attributed to poor cockpit design rather than pilot error, emphasizing the significance of ergonomic design and button placement in minimizing errors during stressful situations.

Discussing findings from an eye tracking study, this chapter unveils the phenomenon of banner blindness, where users tend to overlook content that resembles ads or appears in typical ad placements. Design strategies are suggested to enhance user engagement by avoiding critical information in these ignored areas.

Exploring the influence of social proof in shaping purchasing decisions, this chapter delves into the effectiveness of notifications displaying recent purchases. It cautions against overwhelming users with excessive notifications and underscores the importance of maintaining transparency and credibility in marketing strategies.

Designers are urged to consider psychological principles such as familiarity bias, scarcity principles, and social proof when crafting user experiences. The chapter emphasizes ethical design practices and encourages testing for biases to create a positive user journey free of manipulative dark patterns.

The final chapter delves into the principles of design thinking, stressing the iterative and empathetic nature of the process. It underscores the significance of understanding users, empathizing with their needs, and implementing design strategies such as providing fewer options to enhance the UI/UX design experience.