PRO INSIGHT
Understanding human psychology gives UX Designers a massive advantage when creating engaging and useful user experiences.
But while an understanding of psychology can be used for good, it can also be used to manipulate and influence people in a negative way.
By being aware of common cognitive biases, we won’t just be able to design more effective user experiences, we’ll also be able to notice unethical practices and take our stand against them.
Jack O’Donoghue (2 x Bestselling UX Course Creator)
– UX Strategy Blueprint
– Design Thinking Made Simple
Understanding human psychology is an important part of designing an effective user experience (UX).
One key aspect of this is cognitive biases – the mental shortcuts that affect our decision-making and perceptions.
For UX designers, knowledge of these biases can be incredibly useful in crafting interfaces that are not only appealing but also intuitive.
This article shares 10 cognitive biases every UX designer should know.
But First.. What is a Cognitive Bias
A cognitive bias is like a shortcut our brain takes when processing information.
Imagine your brain as a busy office worker who has to sort through a mountain of paperwork every day. To get through all the work quickly, this worker develops certain habits or routines.
A cognitive bias is like a shortcut our brain takes when processing information.
Similarly, our brain, faced with the enormous task of making sense of the world around us, relies on these shortcuts to make quick decisions.
However, just like how sometimes our hypothetical office worker might overlook important details because of their routine, our brain’s shortcuts can also lead us to misinterpret information or make less-than-ideal decisions.
These mental shortcuts are what we call cognitive biases. They are the small, often unnoticed patterns in our thinking that can influence our decisions and beliefs in ways we might not be aware of.
1. Anchoring Bias
How it works: People tend to rely heavily on the first piece of information they see (the “anchor”) and use it as a reference point for all subsequent decisions.
UX application: Use this bias to your advantage by placing important information or offers early in your design. The first price, feature, or item users see often sets their expectations for the rest.
2. Bandwagon Effect
How it works: People are more likely to do something if they see others doing it.
UX application: Highlighting popular choices or showing how many people have purchased a product can encourage users to follow suit.
3. Choice-Supportive Bias
How it works: Once a choice is made, people tend to feel positive about it, even if the choice has flaws.
UX application: After a user makes a decision, such as a purchase or a subscription, reinforce it with positive feedback and assurance.
4. Confirmation Bias
How it works: People prefer information that confirms their existing beliefs.
UX application: Understand your target audience’s preferences and beliefs, and ensure your design aligns with them to increase engagement.
5. Endowment Effect
How it works: People ascribe more value to things simply because they own them.
UX application: Encourage users to personalize their experience or settings, as this sense of ownership can increase loyalty and satisfaction.
6. Loss Aversion
How it works: The pain of losing is psychologically about twice as powerful as the pleasure of gaining.
UX application: Highlight what users stand to lose if they don’t engage with your product or service, rather than just what they gain.
7. Mere Exposure Effect
How it works: People tend to develop a preference for things merely because they are familiar with them.
UX application: Create designs that are intuitive and easy to navigate. Familiar layouts or frequently encountered design patterns can improve user experience.
8. Peak-End Rule
How it works: People judge an experience largely based on how they felt at its peak and at its end.
UX application: Ensure that key interactions in your design are both impactful and end on a high note to leave a lasting positive impression.
9. Scarcity Bias
How it works: Items or opportunities become more attractive when their availability is limited. UX application: Use time-limited offers or highlight the exclusivity of products to create a sense of urgency and increase desirability.
10. Status Quo Bias
How it works: People tend to stick with their current situation.
UX application: Make transitions or changes in your design feel easy and beneficial to encourage users to switch from their current default choice.
With Great Power Comes Great Responsibility
The ethics of using cognitive biases in UX design treads a delicate line between persuasion and manipulation.
While these biases can significantly enhance user experience and guide users towards beneficial decisions, they also carry the potential for misuse.
Ethical application means respecting the user’s autonomy and well-being, ensuring that any influence exerted through design is transparent and aimed at genuinely benefiting the user.
For instance, leveraging the scarcity bias to create urgency should not lead to impulsive decisions that users might regret later.
Similarly, while the endowment effect can foster user loyalty, it should not be used to lock users into services or purchases that aren’t in their best interest.
In essence, the ethical use of cognitive biases in UX design is about enhancing user engagement and satisfaction without compromising honesty and respect for the user’s freedom of choice.
This ethical approach not only builds trust and credibility but also contributes to a positive long-term relationship between the user and the product or service.
Wrapping Up
By understanding and thoughtfully applying these cognitive biases, UX designers can create more engaging, intuitive, and effective designs. The key is to use these biases ethically to enhance user experience without manipulation.
You Asked, We Answered
Q: How do cognitive biases impact user experience in digital products?
A: Cognitive biases can subtly influence how users perceive and interact with digital products, often guiding their decisions and overall experience, sometimes even leading to a negative experience if not carefully managed.
Q: What role do cognitive biases play in the design process?
A: In the design process, cognitive biases can affect both the designer’s decisions and the user’s perception, making it crucial to identify and address these biases for more effective and user-friendly designs.
Q: Can cognitive biases affect the layout of user interfaces?
A: Yes, cognitive biases like visual and layout preferences can significantly impact how users interact with and navigate through user interfaces, affecting their overall experience.
Q: How important are user interviews in identifying cognitive biases?
A: User interviews are crucial for uncovering cognitive biases, as they provide direct insights into user behavior and preconceived notions that might influence how users interact with a product.
Q: What is the false consensus bias in UX design?
A: False consensus bias in UX design occurs when designers wrongly assume that users share their preferences or behaviors, leading to design choices that might not align with actual user needs.
Q: Why is user testing essential in understanding cognitive biases?
A: User testing helps identify common biases in real-world scenarios, enabling designers to refine their products to better suit user behavior and expectations.
Q: How do cognitive biases lead to a negative experience in UX?
A: Cognitive biases can create misunderstandings or frustration by leading users towards unintended or confusing interactions, resulting in a negative experience.
Q: What is the role of cognitive biases in making design decisions?
A: Designers must be aware of cognitive biases to avoid skewed design decisions and to create interfaces that cater to the diverse mental models of users.
Q: How can positive feedback be influenced by cognitive biases in UX?
A: Cognitive biases like the confirmation bias can lead users to give positive feedback that aligns with their pre-existing beliefs, sometimes overlooking critical issues.
Q: What is availability bias in UX design?
A: Availability bias in UX design refers to the tendency to overemphasize information or features that are more readily available or memorable in the design.
Q: Can open-ended questions in user research help identify cognitive biases?
A: Yes, open-ended questions in user research can reveal cognitive biases by allowing users to express their thoughts and experiences without the constraints of biased questions.
Q: How can biases in user research affect design direction?
A: Biases in user research can lead to sampling bias and false assumptions, steering the design direction away from the true needs and preferences of the broader user base.
