Biases in design

Decision Frames: How Cognitive Biases Affect UX Practitioners

Psychology and behavioral-economics principles often help designers create interfaces that steer users in a desired direction. For example, prospect theory and loss aversion teach us that allowing users to try a service before signing up for it will increase the number of registrations. For example, consider Roadtrippers.com, a travel planning application which lets visitors immediately enter their destination and start building a trip, without creating an account. Once users have invested their own time learning the interface and planning a route, they quickly gain a sense of ownership, and will be motivated to create an account to avoid ‘losing’ their work. ….[READ]

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