A Book Apart

David Dylan Thomas Design for Cognitive Bias

Understand the logic powering human bias and learn to start designing more consciously.

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We humans are messy, illogical creatures who like to imagine we’re in control—but we blithely let our biases lead us astray. In Design for Cognitive Bias, David Dylan Thomas lays bare the irrational forces that shape our everyday decisions and, inevitably, inform the experiences we craft. Once we grasp the logic powering these forces, we stand a fighting chance of confronting them, tempering them, and even harnessing them for good. Come along on a whirlwind tour of the cognitive biases that encroach on our lives and our work, and learn to start designing more consciously.


  1. What Is Bias?
  2. User Bias
  3. Stakeholder Bias
  4. Our Own Bias

Recommended with…

Cross-Cultural Design

Confront and harness your biases for good and design culturally relevant and accessible experiences.

Buy both and save up to 15%

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    Supports Kindle, iBooks, Nook and most other readers and devices.

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What People Are Saying

  • David explains cognitive bias with extraordinary clarity and compassion. He has made an intimidating topic supremely accessible for design and content professionals in every field. His work truly inspires and empowers us to build better products for a better world.

  • The most insidious mistakes we make are the ones we don’t even realize we are making. This book brilliantly shines a light on the thousands of “invisible” choices we make in our work and our lives—and guides us on how to begin making better ones.

  • This essential book will fundamentally change the way you think not only about design, but also about your own mind. You’ll stay entertained, even while being utterly humbled in your estimation of human rationality—and then be empowered to be more effective.

  • David shows us how dangerous our biases can be and gives us tools to embrace what we don’t know we don’t know.

About the Author

David Dylan Thomas has given presentations on the intersection of design, bias, and social justice at TEDNYC, SXSW Interactive, Confab, LavaCon, UX Copenhagen, Artifact, and the Wharton Web Conference. His work combines more than ten years of content strategy experience in entertainment, healthcare, publishing, finance, and retail with a deep understanding of bias cultivated by researching and producing over a hundred episodes of The Cognitive Bias Podcast. Learn more about his talks and ideas at daviddylanthomas.com.

Additional Info

  • ISBN: 978-1-937557-97-3
  • Paperback: 106 pages
  • Published: Aug 25, 2020

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