A powerful tool for Product Analysis, based on human behavior.

When we design a product we have to pay attention not only to our different types of users, but also to the behaviors that take place.

Those behaviors are affected by numerous biases. Understanding what they are, and how they relate with each other plays a key role on your product's success.

How do they work?

The deck is divided in two parts: Keep in mind cards (10 units) and the Behavioral Cards, or standard cards if you will (51 units).

Keep in mind cards have key concepts, to which the Behavioral Cards relate to.
You will notice that at the bottom of the dark side of these last ones, there are icons referring to one or more Keep in mind cards.

So, whenever you find a bias that may apply to your product, remember that there are other biases that might also link and have an effect on it.