People seek information that confirms their existing beliefs
Definition
The tendency to search for, interpret, and recall information that confirms pre-existing beliefs while ignoring contradictory evidence. Users approach interfaces with preconceptions about how things should work.
Do
Present information objectively and clearly
Test designs with diverse user groups
Challenge your own assumptions during design
Provide multiple perspectives on complex topics
Avoid
Design based solely on your own preferences
Ignore user feedback that contradicts expectations
Present only information that supports your narrative
Skip user testing with different demographic groups