Design for How People Think (Don Norman)

Design for how people are, not what you want them to be.

[GeorgeToye]

Speaking of context, a critical context about cognitive biases missing in Don Norman's advice is one of "who/whom"... {user vs. designer) ... who's cognitive bias!

In recent years, I've observed increasing cognitive biases in the work of my (graduate) design students. Distractions abound, constantly stressed with regard to having time to think. These "designers" are finding it a challenge to think slow, reflectively, deeply and analytically. Not just design students; I see this prevalence to think fast everywhere.

Kanneman's book explains the rationale and need for thinking fast AND slow. There is benefit in a "balance" of both. And maybe Don's point is that -- we can't fix the world's imbalance between thinking fast and slow.

Today's reality is that external forces are in play that is pressuring us to think fast more often, ever more so in recent years. We can acknowledge this is the state of mind(state of being) of our products' users. However as designers, these forces are detrimental to our design processes. If we are to be good designers, it's important to be alert and recognize our own cognitive biases ... compensate for them into our design processes.

[leeroyescu]

- You know why we must hate emotions?
- Because that's why marketing exists?

(Wet Lips, Romanian comics magazine, 2018)

[k.squared]

That's the first time I disagree with Norman. The heuristics and biases Kahneman is talking about may have been useful thousands of years ago, but in the modern world, a lot of our biases are a huge burden and are more likely than not to lead us to wrong, not right decisions. Knowing about them and trying to recognize them in our everyday life is paramount. When we are not able to do that, we not just buy an overpriced yoghurt (who cares, if you have money ;)), but we vote wrong people into power or put our trust in medicines that have no effect, or kill people in the name of an imaginary friend. It is not something to be taken lightly, imho. On the other hand, sure, during the design we have to consider these things. But calling them good is an overstatement.

[theAraAra]

Interesting perspective, but I disagree with Don Norman a bit. The 'biases' – for lack of a better word – evolved in a world very different from today. I often face anxiety and stress, things which have evolved when we're being chased by predators. In today's world it feels very strange when there's no danger and yet my body feels keyed up and anxious, as if prepared for a run.

[wangmercy]

I really like the video recorded by you and your team members .I wonder if I can upload your video to video website in China to let more people know about how to design better.

[espanolenglishprivatetutor]

So is it correct to pay better salaries to white guys than someone of color? Is it accurate to pay better wages to men and not women? What biases have to do with design? Biases are good when we see them from a privileged point of view, not when we suffer negative consequences.