How Cognitive Biases Shape UX Design
As a product designer, I’ve always been fascinated by how people think, behave, and make decisions when interacting with digital products. Over the years, I’ve realized that good UX isn’t just about making things look nice - designing for how people think (which isn’t always rational).
That’s where cognitive biases come in.
Cognitive biases are mental shortcuts our brains take to process information quickly. They help us make decisions without overthinking every little detail - but they can also lead to irrational choices, habits, and even frustrations when using digital products.
As designers, understanding these biases can help us create better, more intuitive experiences - or at the very least, help us avoid making unnecessary friction.
Let’s dive into some of the most common cognitive biases in UX design and how we can use (or avoid misusing) them.
🛒 The Anchoring Effect – Why First Impressions Stick
Have you ever seen a product listed as “$199” crossed out, now only “$99”? That’s the Anchoring Effect in action.
What It Means: People tend to rely too heavily on the first piece of information they see (the "anchor") when making decisions.
How It Affects UX Design:
Pricing Strategies – The original price makes the discount seem like a much better deal than it might be.
Comparing Plans – When SaaS companies list their most expensive plan first, suddenly, the mid-tier option seems like the best value.
Onboarding & User Expectations – If a user’s first experience with a product is smooth and engaging, they’ll be more forgiving of minor issues later.
✨ UX Tip: Use anchoring ethically to highlight value—but don’t manipulate users with fake discounts.
📱 Hick’s Law – Too Many Choices = Decision Paralysis
Ever spent way too long scrolling through Netflix, unable to pick something to watch? That’s Hick’s Law at work.
What It Means:
The more choices people have, the longer it takes them to decide (and sometimes, they don’t decide at all).
How It Affects UX Design:
Navigation Menus – A cluttered menu can overwhelm users and make them abandon a site.
Forms & Checkout Processes – Too many fields = higher drop-off rates.
Feature Overload – If an app has too many features on the home screen, users might feel lost.
✨ UX Tip: Keep choices simple and structured. Use progressive disclosure (showing advanced options only when needed) to reduce decision fatigue.
✅ The Zeigarnik Effect – Why Unfinished Tasks Keep Us Hooked
Ever felt compelled to complete something just because you were almost done? That’s the Zeigarnik Effect—and it’s why progress bars, incomplete checklists, and "profile 80% complete" prompts work so well.
What It Means:
People tend to remember unfinished tasks better than completed ones, creating a natural urge to finish what they started.
How It Affects UX Design:
Onboarding Flows – Showing progress indicators encourages users to complete their setup.
Gamification – Rewarding users for “completing levels” (Duolingo does this brilliantly).
E-commerce – An abandoned cart reminder plays on this effect by nudging users to complete their purchase.
✨ UX Tip: Use this bias to encourage engagement—but don’t exploit it by making tasks seem artificially unfinished.
🔍 The Von Restorff Effect – Why Some Things Just Stand Out
Ever noticed how a single bright-colored button on a website instantly grabs your attention? That’s the Von Restorff Effect at play.
What It Means:
People remember and notice things that stand out from their surroundings.
How It Affects UX Design:
Call-to-Action (CTA) Buttons – The primary action (e.g., "Sign Up") should be visually distinct from secondary actions (e.g., "Cancel").
Important Messages – Warnings, alerts, and key notifications should have a different color, font weight, or placement.
Form Fields – The active input field should be highlighted to reduce user errors.
✨ UX Tip: Use contrast strategically - if everything stands out, nothing stands out.
🧠 The Framing Effect – How You Say It Matters More Than What You Say
Would you rather buy "95% fat-free" yogurt or "5% fat" yogurt? They’re the same thing - but one feels healthier, right? That’s the Framing Effect.
What It Means:
People react differently to the same information depending on how it’s presented.
How It Affects UX Design:
Error Messages – Instead of “Invalid password,” say “Oops! That password doesn’t match. Try again!” - it softens the frustration.
Subscription Plans – "Save $20 when you pay annually!" is more appealing than "Annual plan: $99."
User Guidance – "Only 2 left in stock!" feels more urgent than "Limited stock available."
✨ UX Tip: The words you choose shape perception. Be mindful of how you frame information.
Final Thoughts
The truth is, we all experience these biases daily, whether we realize it or not. Good UX design works with human psychology, not against it - helping users make decisions without frustration.
But here’s the catch: biases can be used for good or bad.
Some companies use them ethically to create smoother experiences. Others exploit them with dark patterns (like tricking users into unwanted subscriptions). As designers, we have a responsibility to use psychology to help - not manipulate.
