Availability Bias

Image created with Midjourney. Image prompt:
Image created with Midjourney. Image prompt: A visual metaphor showcasing a person standing at a crossroads with numerous signs, each sign representing an event or experience from the person's life. The signs are more crowded and larger on the path the person is looking towards, indicating the availability bias in recalling recent or impactful memories.

Availability bias, also known as the availability heuristic, is a psychological concept that describes how people make judgments based on the information that is most readily available to them. This often leads to biased decisions as the information that is most easily recalled may not be the most accurate or comprehensive1.

In the realm of cognitive psychology, availability bias refers to the mental discomfort that a person experiences when they hold two or more contradictory beliefs, values, or attitudes, especially in a situation where they behave in a way that contradicts one or more beliefs, values, or attitudes, or when confronted with new information that contradicts existing beliefs, values, or attitudes. In software development, understanding availability bias can provide valuable insights into team dynamics, user behavior, and more2.

Examples from digital product development

Software Design

Consider a situation where a software developer is designing a feature based on their recent interactions with users. If the developer has recently encountered users who struggled with a particular aspect of the software, they may overemphasize the importance of that issue and design the feature around solving it, potentially neglecting other important considerations. This is a manifestation of availability bias, where the most recent or impactful experiences are given undue weight.

User Behavior

Availability bias can also impact how users interact with software. For instance, if a user has recently encountered a bug or error in a software, they might overestimate the likelihood of the error occurring again, impacting their usage of the software1.

Team Dynamics

Availability bias can also influence team dynamics. For example, in group settings, individuals often overestimate their contributions to a project due to the availability bias, leading to conflicts within the team1.

Understanding the availability bias can aid in the creation of digital software products. It allows software developers to anticipate and mitigate the influence of this bias in their design process, leading to more effective and user-friendly products. For instance, in user testing, being aware of the availability bias can guide developers to seek a wider range of user feedback, rather than focusing solely on the most recent or vocal opinions.


In conclusion, while availability bias can lead to skewed perceptions and decisions, an understanding of it can provide valuable insights in the realm of software development. By being aware of this bias, software developers can make more informed decisions, design better user experiences, and foster more effective team dynamics.