Cognitive Biases & Principles That Affect Your UX
UX Laws
Design is not just what it looks like and feels like. Design is how it works. Information below taken from Growth Design.
Design is not just what it looks like and feels like. Design is how it works. Information below taken from Growth Design.
Users filter out a lot of the information that they receive, even when it could be important
More options leads to harder decisions
COLLAPSED
EXPAND
HICK'S LAW DEFINITION
Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
HICK'S LAW CHECKLIST
✔ Find an area where you have a lot of options or a lot of repetitions.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?
✔ If you can't minimize the options, try to put them in an easily skimmable order and make sure the items are familiar; else, it won't work
People look for evidence that confirms what they think
EXPAND
Previous stimuli influence users' decision
EXPAND
Total amount of mental effort that is required to complete a task
EXPAND
Users rely heavily on the first piece of information they see
EXPAND
Subtle hints can affect users' decisions
EXPAND
Users are less overwhelmed if they're exposed to complex features later
EXPAND
Large and close elements are easier to interact with
EXPAND
Users tune out the stuff they get repeatedly exposed to
EXPAND
Create a new option that's easy to discard
EXPAND
The way information is presented affects how users make decisions
EXPAND
Users' thoughts filter what they pay attention to
EXPAND
People underestimate how much emotions influence user behaviours
EXPAND
Elements used to guide users' eyes
EXPAND
People notice items that stand out more
EXPAND
The order in which people perceive what they see
EXPAND
People filter out things from their environment when in focus
EXPAND
People neglect things that don't make it past a selection process
EXPAND
Elements that are close and similar are perceived as a single unit
EXPAND
Elements that communicate what they will do
EXPAND
Users' attention is drawn to higher visual weights
EXPAND
When the information on what to do next is within the prompt itself
EXPAND
People tend to choose the middle option in a set of items
EXPAND
Elements close to each other are usually considered related
EXPAND
If you simplify too much, you'll transfer some complexity to the users
EXPAND
Users are more likely to take action when the effort is small
EXPAND
When users take action, feedback communicates what happened
EXPAND
People tend to be influenced by their own expectations
EXPAND
People perceive designs with great aesthetics as easier to use
EXPAND
When users try to give sense to information, they make stories and assumptions to fill the gaps.
Users adapt their behaviors based on what others do
EXPAND
People value things more when they're in limited supply
EXPAND
Users have a desire to seek out missing information
EXPAND
Users have a preconceived opinion of how things work
EXPAND
People prefer familiar experiences
EXPAND
Users adapt more easily to things that look like real-world objects
EXPAND
People feel the need to reciprocate when they receive something
EXPAND
Users care disproportionately about an individual as compared to a group
EXPAND
People especially enjoy unexpected rewards
EXPAND
When new users first realize the value of your product
EXPAND
Motivation increases as users get closer to their goal
EXPAND
Simple solutions are often better than the more complex ones
EXPAND
Users tend to prefer socially responsible companies
EXPAND
Users change their behavior when they know they are being observed
EXPAND
People judge things (or people) based on their feelings towards one trait
EXPAND
Users can only keep 5±2 items in their working memory
EXPAND
One unit of something feels like the optimal amount
EXPAND
Being fully immersed and focused on a task
EXPAND
Users attribute more importance to the opinion of an authority figure
EXPAND
Tasks that are part of a group are more tempting to complete
EXPAND
Individual items seem more attractive when presented in a group
EXPAND
Not realizing that people don't have the same level of knowledge
EXPAND
Users are more likely to interact with prompts they setup for themselves
EXPAND
Users tend to skew survey answers towards what's socially acceptable
EXPAND
It's painful to hold two opposing ideas in our mind
EXPAND
When users know what to expect before they take action
EXPAND
People overestimate their ability to predict outcomes after the fact
EXPAND
Users perceive a relationship between elements that look similar
EXPAND
Users interpret ambiguous images in a simpler and more complete form
EXPAND
When trying to censor information ends up increasing awareness of that information
EXPAND
People tend to believe they are being noticed more than they really are
EXPAND
Users are more likely to take action if there's a feeling of new beginnings
EXPAND
Users filter out a lot of the information that they receive, even when it could be important
Users adapt their behaviors based on what others do
EXPAND
Users adapt their behaviors based on what others do
EXPAND
Users adapt their behaviors based on what others do
EXPAND
Users adapt their behaviors based on what others do
EXPAND
Users filter out a lot of the information that they receive, even when it could be important
Users adapt their behaviors based on what others do
EXPAND
Users adapt their behaviors based on what others do
EXPAND
Users adapt their behaviors based on what others do
EXPAND
Users adapt their behaviors based on what others do
EXPAND
