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How Cognitive Bias affects User Behavior?

Writer's picture: DEEPAK RUCHANDANIDEEPAK RUCHANDANI

Updated: Oct 19, 2024

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 users’ 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:


𝐖𝐡𝐚𝐭 𝐢𝐬 𝐜𝐨𝐠𝐧𝐢𝐭𝐢𝐯𝐞 𝐛𝐢𝐚𝐬 🧠?

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.



𝐓𝐨𝐩 𝐜𝐨𝐠𝐧𝐢𝐭𝐢𝐯𝐞 𝐛𝐢𝐚𝐬𝐞𝐬 𝐰𝐡𝐢𝐜𝐡 𝐚𝐟𝐟𝐞𝐜𝐭 𝐨𝐧𝐛𝐨𝐚𝐫𝐝𝐢𝐧𝐠:

  1. 𝐏𝐫𝐨𝐠𝐫𝐞𝐬𝐬𝐢𝐯𝐞 𝐝𝐢𝐬𝐜𝐥𝐨𝐬𝐮𝐫𝐞: 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. 𝐇𝐢𝐜𝐤’𝐬 𝐋𝐚𝐰: 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. 𝐀𝐞𝐬𝐭𝐡𝐞𝐭𝐢𝐜-𝐔𝐬𝐚𝐛𝐢𝐥𝐢𝐭𝐲 𝐞𝐟𝐟𝐞𝐜𝐭: An aesthetically pleasing design creates a positive response in people’s brains and leads them to believe the design works better. Ex: Zomato, Cred, Dunzo they have nailed it

  4. 𝐙𝐞𝐢𝐠𝐚𝐫𝐧𝐢𝐤 𝐄𝐟𝐟𝐞𝐜𝐭: People remember uncompleted or interrupted tasks better than completed tasks. Ex: Unable to apply a referral code or coupon code

  5. 𝐉𝐚𝐤𝐨𝐛’𝐬 𝐋𝐚𝐰: 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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