Understanding Cognitive Bias in UX: Beyond the Hammer Mentality
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Chapter 1: The Hammer's Trap
The phrase "When all you have is a hammer…" encapsulates a common cognitive bias prevalent in many fields, including UX design.
"It is tempting, if the only tool you have is a hammer, to treat everything as if it were a nail."
— Abraham Maslow, 1966
Maslow, a pioneer in human psychology, introduced the concept of "Maslow’s Hammer," which illustrates the tendency to over-rely on familiar tools. This cognitive bias represents a systematic error in judgment that can distort our understanding and decision-making.
Section 1.1: Cognitive Bias in Decision-Making
Scientific evidence suggests that humans are naturally inclined to deceive themselves. This raises the question: can we change this tendency?
Tools in UX and Beyond
In the tech industry, various tools—ranging from design to business applications—often appear impressive on resumes. These tools signal potential qualifications for prospective employers. However, the industry frequently laments a lack of skilled professionals, framing tools as essential for competitiveness. While this may have some truth, it can also romanticize tools as magical solutions to complex problems.
The Cycle of Tools and Skills
Employers desire candidates who possess both tools and skills to drive profitability. However, it's crucial to heed Maslow’s caution about depending too heavily on any single tool. Let's examine how over-reliance on particular tools can complicate the design-business relationship.
UX Tools and Their Impact
In the realm of design, tools are integral to our work. As design remains a craft, we must utilize various tools. Yet, the rapid evolution of software means that today's essential tool may become obsolete in just a few years. For instance, I once devoted considerable time to mastering Flash during my studies at the Art Center College of Design from 2008 to 2010.
My thesis relied on a Flash prototype to explore physical and digital interactions. Despite its initial significance, I have not used Flash professionally since it was retired on December 31, 2020. This experience underscores how hiring managers might misinterpret a candidate's experience with outdated tools as indicative of core skills, such as Interaction Design.
The first video titled "Gretchen Peters - When All You Got Is A Hammer (Official Lyric Video)" delves into the complexities of relying on singular tools.
Tools and Education
Recently, a student inquired about the necessity of learning Illustrator. I clarified that while Illustrator is a useful tool for creating vector graphics, understanding the principles behind it—such as Bézier curves—is far more important. The student expressed some confusion, which is common given the similarities among various design software.
As UX tools continually evolve, the prevailing attitude seems to suggest that mastering Figma alone can qualify someone as a UX designer. While knowledge of Figma is beneficial, it must be anchored in an understanding of its purpose and compatibility with team tools.
The second video "Gretchen Peters - 'When All You Got Is A Hammer'" reinforces the importance of understanding the broader context of tools in design.
Section 1.2: Evaluating Design Systems
However, this raises a critical question: Is an excessive reliance on tools like Figma causing designers to view every problem through the lens of design systems? While some situations genuinely call for design systems, many do not. A designer who only understands how to use Figma may inadvertently limit their creative solutions.
As an educator, I often reference Apple's Human Interface Guidelines to illustrate effective design principles. While not every company needs a design system as robust as Apple's, there are lessons to be learned regarding consistency and quality.
Navigating Business Tools
Tools also play a significant role in business. Companies continuously seek to enhance their bottom line, and tools are essential for boosting efficiency and productivity. However, businesses too can become overly reliant on specific metrics, such as the Net Promoter Score (NPS).
Introduced in 2003 by Bain & Company, NPS quickly became a popular measurement tool among Fortune 500 companies. Though it offers valuable insights, an overemphasis on NPS can lead to neglecting other critical user experience factors.
Conclusion: Embracing a Balanced Approach
In closing, we must remember that tools—be they for UX design or business—are merely that: tools. As Steve Jobs aptly noted, "Technology is nothing. What is important is that you have faith in people..." We should be cautious of becoming overly enamored with any one tool.
As a designer, consider diversifying your toolkit. If you find yourself immersed in Figma or focused solely on NPS data, take a step back. Engage with users directly, explore different tools, and don't shy away from fundamental design principles.
What are your thoughts on this topic? Where do you see the balance in tool usage? Join the discussion on LinkedIn or Twitter!
Chris Becker is an accomplished UX designer and educator, having collaborated with organizations such as NASA/JPL, Apple, and Netflix. He holds an MFA in Media Design Practices from the Art Center College of Design.
