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Everyone develops opinions regarding how things should look, how things should behave, and what things should be called. These  cognitive biases make up the filter between what actually exists, and what we perceive to be true.

The field of experience design attempts to realize a user's cognitive biases, or opinions, and rationalizes design decisions that make use of those biases.

If a UX designer or UX strategist does not go through the process of identifying and incorporating users' cognitive biases into their work, it stands to be misinterpreted, and site goals stand to be unachieved.

What many UX professionals tend to forget is that they also develop cognitive biases that influence the work they produce. If these biases aren't recognized and accounted for, the produced experience could be optimized for the designer, rather than the user. A common issue in agency life involves catering an experience to the cognitive biases present in the room (the stakeholders), rather than those  identified through research and ethnography.

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