Prototyping to overcome our bias
From Teresa Torres:
As a refresher, the escalation of commitment is the cognitive bias where the more time and energy we invest in an idea, the more committed we become to it. If we do all of the work to design A, B, C, and D, we become committed to that design. Even those of us who have every intent to hear and integrate customer feedback will struggle with this.
And thanks to confirmation bias, the bias where we are twice as likely to hear confirming evidence than disconfirming evidence, we will miss most of the feedback from our customers that our idea isn’t working quite as we intended.
This is why we often see that even when we interview customers and usability test our ideas, we still find that our ideas didn’t have the intended impact when we release them.