No. #25

Confirmation Bias
- Seeking Confirming Evidence

Confirmation bias is the tendency to search for, interpret, favor, and recall information in a way that confirms one's preexisting beliefs or hypotheses. This impacts how users interact with information or features within a product, potentially skewing their experience based on their expectations.

Read more on Wikipedia

Product example

A user may overlook new features in an app that contradict their belief about the app's usefulness, focusing instead on features that confirm their existing opinions.

Empathy tips


Diverse Information Presentation

Present information and features that challenge users to think differently.


User Education

Educate users on the importance of considering all information.


Balanced Feature Highlighting

Highlight both new and existing features equally to avoid bias.


Encourage Exploration

Motivate users to explore beyond their comfort zones within the app.

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