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Writer's pictureDEEPAK RUCHANDANI

How Cognitive Bias affects User Behavior?

Updated: Oct 19

Have you ever installed an APP and uninstalled it just because it had a long process of onboarding? Or too much information was asked while onboarding?


Have you ever experienced a seamless onboarding Ex- You have to just enter your mobile number, OTP is auto-populated and BAM you are on the main screen of the product


Many tech products still repeat the common mistakes for user onboarding and some great companies have nailed it with their exceptional UI, UX, and knack for usersโ€™ psychology.


What differentiates them?


What makes one company onboard the user seamlessly?


What forces users to leave midway?


Read this post to know more:


There lies a fundamental error with cognitive biases:


๐–๐ก๐š๐ญ ๐ข๐ฌ ๐œ๐จ๐ ๐ง๐ข๐ญ๐ข๐ฏ๐ž ๐›๐ข๐š๐ฌ ๐Ÿง ?

Cognitive bias is a systematic error in thinking that occurs when people are processing and interpreting information in the world around them that affects the decisions and judgments that they make. The human brain is powerful but subject to limitations.



๐“๐จ๐ฉ ๐œ๐จ๐ ๐ง๐ข๐ญ๐ข๐ฏ๐ž ๐›๐ข๐š๐ฌ๐ž๐ฌ ๐ฐ๐ก๐ข๐œ๐ก ๐š๐Ÿ๐Ÿ๐ž๐œ๐ญ ๐จ๐ง๐›๐จ๐š๐ซ๐๐ข๐ง๐ :

  1. ๐๐ซ๐จ๐ ๐ซ๐ž๐ฌ๐ฌ๐ข๐ฏ๐ž ๐๐ข๐ฌ๐œ๐ฅ๐จ๐ฌ๐ฎ๐ซ๐ž: Users are less overwhelmed if they are exposed to complex features at a later stage. Ex: A fintech company asking for PAN and other information after a seamless onboarding, only after a user has made their mind to invest in Financial instruments

  2. ๐‡๐ข๐œ๐คโ€™๐ฌ ๐‹๐š๐ฐ: More options lead to more confusion and more time is consumed in taking decisions. If you overload the screen with options and numerous features, it will confuse the visitors, keep it simple. Ex: Check out the pricing plan screen on Netflix

  3. ๐€๐ž๐ฌ๐ญ๐ก๐ž๐ญ๐ข๐œ-๐”๐ฌ๐š๐›๐ข๐ฅ๐ข๐ญ๐ฒ ๐ž๐Ÿ๐Ÿ๐ž๐œ๐ญ: An aesthetically pleasing design creates a positive response in peopleโ€™s brains and leads them to believe the design works better. Ex: Zomato, Cred, Dunzo they have nailed it

  4. ๐™๐ž๐ข๐ ๐š๐ซ๐ง๐ข๐ค ๐„๐Ÿ๐Ÿ๐ž๐œ๐ญ: People remember uncompleted or interrupted tasks better than completed tasks. Ex: Unable to apply a referral code or coupon code

  5. ๐‰๐š๐ค๐จ๐›โ€™๐ฌ ๐‹๐š๐ฐ: Users spend most of their time on other sites. This means that users prefer your site to work the same way as all the other sites they already know.


Which other cognitive biases have you observed? Leave a comment below


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