Worksheet: Design experiences for human heuristics and biases

Although recent advances in behavioral science have shown that human beings make almost all of our decisions using Intuitive Thinking – which is fast, automatic, and emotional – rather than Rational Thinking – which is slow, effortful, and logical – organizations still tend to design experiences based on the premise that people are rational decision-makers. 

In reality, individuals – including customers, employees, and partners – rely on heuristics (mental rules of thumb) and cognitive biases to reach conclusions, not reason and logic.