No. #11
Base Rate Fallacy
- Neglecting Base Rates
The tendency to ignore base rate information (generic, general information) and focus on specific information (information only pertaining to a certain case). This can lead to skewed perceptions of a product's usefulness or safety.
Read more on WikipediaProduct example
Users might ignore the general safety record of an airline, focusing instead on recent, high-profile incidents when choosing flights.
Empathy tips
1
Highlight Comprehensive Data
Present both specific and base rate data to users in a clear manner.
2
Educational Content
Provide educational content that explains the importance of base rates in decision-making.
3
Balanced Presentation
Ensure that information is presented in a balanced manner, highlighting both specific cases and general trends.
4
User Engagement
Engage users with quizzes or surveys to reinforce understanding of base rates.
Need an empathic partner?
Anna Lundqvist
UX Designer and AI Ethics Strategist guiding innovative product development and educational workshops
Eddy Salzmann
Design lead and team culture
enthusiast driving products and
design processes
Ola Möller
Founder of MethodKit who has a
passion for organisations and
seeing the big picture