Want to know your user?
Know your biases.

Want to understand how to apply insights from behavioral science to improve your product, service, or just your life? You have to start by understanding the fundamental biases that can impact our decisions, perceptions, and behaviors as humans.

Whether you’re a product person, marketer, researcher, or are simply curious about human behavior, the biases and psychologies shared here will sharpen your critical thinking and deepen your understanding of how the mind shapes human—and user behavior.