Bias is the way humans interpret and evaluate the context and information about something according to how these are presented or how they perceive these through the lens of their values and beliefs. Bias can impair judgment and decision-making, so designers work to overcome insight problems by taking fresh approaches.
Learn about bias and how it affects design.
“The world is full of people who have never, since childhood, met an open doorway with an open mind.”
— E. B. White, Author of popular children’s fiction such as “Charlotte’s Web”
In a far more immediately dangerous world, prehistoric humans learned to quickly frame situations to help them react with lightning-fast decisions. Millennia later, bias has the more negative associations of social prejudice, disadvantage and otherness. Still, it’s part of the human condition, complexly intertwined with instinct but at odds with rationality. For example, bias can let us accept words from some people (e.g., politicians who represent our values) which we’d reject from others. Nevertheless, if we don’t check our biased assumptions, they can cause false predictions and bad judgments.
Bias—like the umbrella term cognitive biases—is a barrier to ideation, especially from an organizational standpoint. It also arises in designers, simply because all humans are subject to some form of unconscious bias, and it’s far easier to detect bias in others than within ourselves. We have blind spots to how we perceive the world. In everyday linear thinking, the apparently logical steps we take to find solutions to problems sometimes depend on the biases we have. Moreover, even as processes such as design thinking prompt us to think more openly, the first obstacle is often the same bias that colors our views elsewhere. And as we push to explore the edges of the design space and think outside the box, it can become harder to notice how far we shift from rational objectivity as we go along with our own, subjective “realities”.
Major biases that can affect ideation include:
Anchoring: When you frame your questions in a certain way, you can influence the responses: e.g., asking users “Using 1–5 stars, how would you rate this design?” versus “How flawed would you say the design is: 70%? 30%?”.
Bandwagon: It’s easier to go along with the majority’s view than derail a discussion by countering with opposing ideas. Also called groupthink, this is a particular risk in ideation sessions.
Confirmation: We typically prefer looking for evidence to support our hypotheses or existing views of things. This leads to foregone conclusions. So, even if conflicting data arises (e.g., “35% of users dislike this feature”), it’s more comfortable if we downplay/overlook its value.
© Yu Siang and Interaction Design Foundation, CC BY-SA 3.0
To help improve your ideation efforts, design’s success and more, here are some tips:
Define your problem accurately so you can start to understand it fully. When starting your project, mind how you word the problem – the terms you frame it with can create bias. That’s why design thinking is so helpful, as you can begin to empathize with your users. And the personas you make can help wrench away assumptions to reveal how users from other backgrounds might truly experience things.
Swap in other actors in user stories (when you use storytelling). This can help if you’re concerned about accidentally making assumptions about your users regarding their gender, ethnicity, etc. By changing the actors and background in the story, you can spot if your view had distorted the previous version. Then, you can ask yourself why you made those assumptions about (e.g.) elderly users.
Look past “logical” norms (e.g., when you notice yourself thinking “This solution won’t work because the world doesn’t work that way!”). Your team may unconsciously act on preconceived generalizations about (e.g.) users’ socio-economic status or accessibility needs. For example, “Users with disabilities won’t need this high-intensity fitness app!” is a rotten foundation.
Get disruptive and suggest different (even unrealistic) scales to a problem. Challenge yourself to challenge the notion that a single approach is “the done thing”. Because bias can have outrageous effects, try to be outrageous and go for (e.g.) bad ideas to get a new perspective. This can break your bias and fixation on “the way to do it” – and help expose other ways of seeing the problem and different kinds of solutions. If you were to (e.g.) create a smartphone that was the size of a football field, what would that take? How would you have to adapt to the problem?
Use Six Thinking Hats. This method helps you adopt alternative viewpoints. You examine problems from six perspectives, one at a time (e.g., red hat = focusing on knee-jerk reactions/feelings; black hat = focusing on potentially negative outcomes), and so can achieve a tighter grasp of what your problem truly demands.
Overall, remember that bias is natural but—as it can slant your view of even the most innocent aspects of your users, etc.—is something to keep in check throughout your design process.
© Yu Siang and Interaction Design Foundation, CC BY-SA 3.0
Take our Creativity course, including bias.
This blog explores several impactful biases from thought-provoking aspects.
Here’s another insightful piece, with helpful handling tips.
Consider these insights about bias from another angle.
The most common biases in UX design include confirmation bias, recency bias, affinity bias, and anchoring bias.
Confirmation bias occurs when designers look for feedback that supports their ideas, ignoring evidence that suggests changes.
Recency bias emphasizes the latest information or user feedback, which might overshadow broader trends.
Affinity bias happens when designers favor feedback from users who share similar characteristics, backgrounds, or perspectives, potentially overlooking diverse or conflicting opinions.
Anchoring bias involves over-relying on initial concepts or feedback, making it hard to adapt as the project evolves.
To counter these biases, a diverse group of users should be involved in testing, conflicting feedback should be actively sought out, and early design choices should be revisited regularly. These practices help ensure a design meets the needs of a wider audience.
Watch as Author and Human-Computer Interaction (HCI) Expert, Professor Alan Dix explains anchoring bias:
Enjoy our Master Class How to Remove Bias from Your Products with Indi Young, Researcher, Author, Speaker, and Coach.
Cognitive biases can heavily influence user research and testing by skewing how designers interpret user feedback and make decisions. Confirmation bias, for example, may cause researchers to focus only on feedback that supports their original ideas, ignoring contrary insights. Recency bias might lead them to weigh recent feedback more heavily than older data, missing important trends from previous users.
Another bias, the halo effect, occurs when positive impressions of one feature affect how other aspects are judged, leading to an overly favorable view. Anchoring bias also impacts testing, as early feedback or prototypes can set expectations that are hard to shake.
To counter these biases, researchers can seek diverse user opinions, review data from multiple angles, and involve neutral team members to provide fresh perspectives.
Enjoy our Master Class How to Get Started with Usability Testing with Cory Lebson, Principal and Owner of Lebsontech LLC.
User Experience Strategist and Founder of Syntagm Ltd, William Hudson explains what goes into user research:
To reduce bias in user personas—fictitious representations of real users—designers can follow a few key steps. First, gather data from diverse sources to ensure that personas represent a broad user base. Instead of relying on assumptions, use real data from surveys, interviews, and user feedback to build accurate profiles.
Next, involve a diverse team in the persona creation process. Different perspectives help spot potential biases and ensure the personas feel inclusive and realistic.
Additionally, designers should avoid stereotypes by focusing on user goals, behaviors, and challenges rather than demographic traits alone. This approach keeps personas relevant without pigeonholing users into narrow categories.
Finally, update personas regularly as new insights come in. Continuous refinement helps designers stay aligned with the evolving needs of real users, reducing the risk of outdated or biased personas.
Watch as Author and Human-Computer Interaction (HCI) Expert, Professor Alan Dix explains important points about personas:
Enjoy our Master Class User Stories Don’t Help Users: Introducing Persona Stories with User Experience Strategist and Founder of Syntagm Ltd, William Hudson.
Bias can strongly impact the usability and accessibility of digital products by limiting how well they serve all users. When designers bring confirmation bias into a project, they may design features that only fit certain user preferences, ignoring diverse needs. Cultural bias can lead to language or visuals that some users don’t understand or find off-putting, reducing usability for those outside the designer’s background.
Accessibility suffers when affinity bias—favoring users similar to the designers—leaves out people with disabilities. If products aren’t tested with diverse users, critical accessibility features might be missing, making the product hard to use for those with different abilities.
To improve usability and accessibility, designers should actively seek feedback from a broad user base and test features with people of all abilities and backgrounds.
Watch our video to understand important points about accessibility and why it’s vital in design:
Enjoy our Master Class How to Get Started with Usability Testing with Cory Lebson, Principal and Owner of Lebsontech LLC.
Confirmation bias impacts design decisions by causing designers to focus on ideas that match their beliefs and ignore information that challenges them. When designers want a specific design choice to work, they may pay more attention to user feedback that supports it and overlook any that doesn’t. This bias can be a big hindrance by limiting innovation, as it pushes designers to stick with familiar ideas instead of exploring new approaches.
In user testing, confirmation bias can influence how results are interpreted or how questions are proposed. Designers might unintentionally suggest leading questions, but it’s the responsibility of the test facilitator to ensure that phrasing remains neutral and unbiased. If bias isn’t addressed, it can lead to overlooking real user needs or misinterpreting feedback. To counter this, teams should seek diverse input, invite differing viewpoints, and involve colleagues with varied perspectives throughout the process.
Watch as User Experience Strategist and Founder of Syntagm Ltd, William Hudson explains the benefits of data-driven design:
Take our Creativity course, including discussions about bias and how to overcome it.
UX researchers can avoid leading questions by asking questions in a way that doesn’t suggest a "correct" answer (framing bias). To start, researchers should use open-ended questions like "How do you feel about this feature?" instead of "Do you like this feature?" Open-ended questions allow users to express their opinions without pressure.
Researchers should also avoid adding personal opinions to their questions. For example, instead of asking, "This feature is easy to use, right?" ask, "How would you describe using this feature?" Neutral wording helps prevent bias and allows honest feedback.
Finally, refrain from interrupting or guiding users’ answers. Listen fully, give them time to respond, and follow up with clarifying questions if needed. By creating a neutral environment, researchers can gather more authentic insights that reflect true user experiences.
User Experience Strategist and Founder of Syntagm Ltd, William Hudson explains what goes into user research:
Enjoy our Master Class User Stories Don’t Help Users: Introducing Persona Stories with William Hudson.
Designers can challenge assumptions to create more inclusive designs by actively questioning their own perspectives and gathering input from diverse user groups. Start by recognizing that personal experiences and preferences might not represent all users’ needs. By broadening user research to include people with different backgrounds, abilities, and preferences, designers can get a fuller picture of how users interact with a product.
Another effective approach is to test designs in varied real-life scenarios. This helps identify features that may not work for all users, like unclear navigation for screen readers or color schemes that don’t accommodate colorblind users. Designers can also involve a diverse team in the design process, allowing multiple viewpoints to shape decisions and spot potential biases early. These strategies help ensure designs feel accessible and valuable to a broader audience.
UX Content Strategist Katrin Suetterlin explains the nature of inclusive design:
Enjoy our Master Class How to Remove Bias from Your Products with Indi Young, Researcher, Author, Speaker and Coach.
To design products that avoid cultural bias, start with inclusive research. Include people from different cultures, languages, and backgrounds in your interviews, usability tests, and persona development. It will help uncover assumptions rooted in your own culture.
Avoid symbols, colors, gestures, and metaphors that may have different meanings across cultures. For example, red signals danger in Western cultures but prosperity in others, and a thumbs-up sign can be taken in offence in the Middle East. What’s more, design for localization early—this includes text expansion, date formats, and reading directions.
Use culturally neutral visuals and allow users to customize their experience where possible. And test in multiple regions, not just your home market.
Companies like Google and Airbnb run local usability tests to ensure global users feel seen and respected. Empathy at a global scale means designing beyond borders.
Watch as Author and Human-Computer Interaction Expert, Professor Alan Dix explains important points about designing for culture:
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Enjoy our Master Class How to Remove Bias from Your Products with Indi Young, Researcher, Author, Speaker, and Coach.
Criado Perez, C. (2019). Invisible women: Exposing Data Bias in a World Designed for Men. Vintage Books.
Invisible Women by Caroline Criado Perez exposes the “gender data gap”—a pervasive absence of female-specific data across various sectors, including design, health, technology, and urban planning. Through compelling case studies and global research, Perez demonstrates how this gap results in systems and products that systematically disadvantage women. The book reveals how design and decision-making processes often assume a default male perspective, leading to invisible biases with serious real-world consequences. For UX designers, this book is a powerful call to action, urging inclusive, data-informed design practices. It’s essential reading for anyone committed to equity in user experience and systemic design reform.
Nickerson, R. S. (1998). Confirmation bias: A ubiquitous phenomenon in many guises. Review of General Psychology, 2(2), 175-220.
While not specific to UX design, this comprehensive review of confirmation bias has been influential across many fields, including UX. It explores how people tend to search for, interpret, favor, and recall information in a way that confirms their preexisting beliefs. In UX design, this work has informed approaches to user research and testing, highlighting the importance of unbiased data collection and interpretation.
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