In recent years, there’s been a surge of content on bias and heuristics in UX/UI design. Before diving into their differences and applications, it’s crucial to understand that perception and cognition profoundly impact not just design but are also key elements of marketing. As highlighted in previous articles, the rise of UX/UI design stems from the evolution of marketing. We’re now in an era where the perceived value of products and services often outweighs their quality or price, making the understanding of perception and cognition essential.

I will delve deeper into the understanding of UX/UI design by focusing on the themes of bias and heuristics over several installments.

The difference between climbing Mount Fuji and climbing Mount Everest
The meanings of the terms bias and heuristic have been discussed in various media, but it’s helpful to expand our understanding using familiar and easily imaginable concepts. One example I often use in my project explanations is mountain climbing.
Confirmation bias refers to the tendency to gather and interpret information in a way that confirms one’s preconceptions or hypotheses. It is a type of cognitive bias, where an individual’s thoughts or surrounding factors lead to irrational judgments.
Heuristics refer to the process of making quick decisions based on intuition, experience, or preconceived notions, rather than through meticulous logic and verification. They are mental shortcuts that often lead to reasonably accurate solutions, though not always correct.