7 cognitive biases UX designers should know

Cognitive biases play a crucial role in user experience (UX) design, as they align with human psychology and influence decision-making. These biases, which include anchoring bias, Hick's law, serial position effect, peak-end rule, loss aversion, sunk cost fallacy, and endowment effect, can be leveraged by designers to enhance user interactions. For instance, anchoring bias can guide users' perceptions of value through strategic information placement, while Hick's law suggests limiting choices to prevent decision fatigue. The serial position effect and peak-end rule emphasize the importance of order and memorable moments in user journeys. Moreover, understanding loss aversion and the sunk cost fallacy can guide how designers emphasize potential losses or benefits to influence user behavior, while the endowment effect highlights the value of personalization and ownership in user engagement. However, designers must balance using these biases with ethical considerations to avoid manipulative practices, ensuring that designs are informed by continuous research and tailored to the specific needs of their target audience.