Biases in user experience

The irrational user

The human mind is a wonderfully complex thinking machine. We’ve developed written language, built skyscrapers, and discovered quantum physics through our collective ability to plan and reason. But despite our intellect and like all earthly creatures, the mental circuitry of our biological ancestors had been optimized by evolution for a world where timeliness was more valuable than accuracy. Optimizations often present tradeoffs. In many modern decision-making contexts, humans are predictably irrational. ….[READ]