We’re used to think we need to design devices or interfaces that help the user achieve a goal without any friction. Under this “Don’t make me think” motto, even if we call it a Human Centred Design, sometimes we forget to take into consideration how the human brain really works. When we perceive that a user is thinking differently than we expected we call it a bias. So bias has become another word for error, but a kind of error which existence we are often not willing to accept and, moreover, an existence we unconsciously deny. The real error, though, lies in this negation and we cannot have a true Human Centred Design until we acknowledge such behaviours as normal, good and not evil.

7. There’s no multitasking
world stimuli
attention

9. Dunning-Kruger Effect

11. Y-Values
0
5
10
15
20
0 7,5 15 22,5 30
normal behaviour
biased behaviour

12. Fatal design

13. Forgotten Child Syndrome

14. U.S. Child Vehicular Heatstroke Deaths
0
13
25
38
50
1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
4849
Source: PEDIATRICS Vol. 116 No. 1 July 2005

15. Dissociative Amnesia

19. Study Your Users

20. Moral Design

21. Design for our true selves

22. d.ruggeri@idibgroup.com
Twitter: @hafricah
Facebook: @neurome & @hafricah
Donatella Ruggeri
NEUROPSICOLOGA, UX RESEARCH & DESIGN @ iDIB Group