cognitive-biases

• Designing user onboarding flows
• Improving conversion rates ethically
• Analyzing why users behave unexpectedly
• Reviewing designs for dark patterns
• Planning pricing and positioning strategies
• Understanding decision-making in user research

```

┌─────────────────────────────────────────────────────────────────┐

│ HUMAN DECISION-MAKING │

├────────────────────────────┬────────────────────────────────────┤

│ SYSTEM 1 (95%) │ SYSTEM 2 (5%) │

├────────────────────────────┼────────────────────────────────────┤

│ Fast │ Slow │

│ Automatic │ Deliberate │

│ Intuitive │ Analytical │

│ Unconscious │ Conscious │

│ Associative │ Logical │

│ Low effort │ High effort │

│ Emotional │ Rational │

├────────────────────────────┼────────────────────────────────────┤

│ "Feels right" │ "Let me think about this" │

└────────────────────────────┴────────────────────────────────────┘

Most user interactions happen through System 1.

Design for intuition, not just logic.

```

1. Anchoring Bias

What it is: The brain latches onto the first piece of information as a

reference point for all subsequent decisions.

```

Pricing Example:

❌ Without anchor:

"Pro plan: $49/month"

User thinks: "Is that expensive?"

✅ With anchor:

"Enterprise: $199/month" (shown first)

"Pro plan: $49/month"

User thinks: "That's a great deal!"

```

Product applications:

• Show premium/enterprise tier first in pricing tables
• Display original price crossed out before sale price
• Set high initial expectations, then exceed them

2. Loss Aversion

What it is: Humans feel losses 2x more intensely than equivalent gains.

```

Framing comparison:

Gain frame (weaker): "Save $100 with annual billing"

Loss frame (stronger): "You're losing $100 by paying monthly"

Progress frame:

Weaker: "Complete setup to unlock features"

Stronger: "Don't lose your progress - 80% complete"

```

Product applications:

• Free trials that create ownership feeling
• Progress indicators showing what users might lose
• "Save" vs "Spend" framing in messaging

3. Availability Bias

What it is: We overestimate the likelihood of events we can easily recall.

```

Making success feel common:

"Join 50,000+ developers" → Success is common

"Featured in TechCrunch" → Credibility by association

"Sarah from NYC just signed up" → Real-time social proof

"5 people viewing this now" → Popularity signal

```

Product applications:

• Social proof and testimonials prominently displayed
• Recent activity feeds that influence behavior
• Success stories that make outcomes feel achievable

4. Confirmation Bias

What it is: We seek information confirming existing beliefs and ignore

contradictory evidence.

```

Personalization flow:

User selects: "I'm a developer"

↓

Show: Developer-focused features

Hide: Marketing automation features

↓

User thinks: "This product gets me"

```

Product applications:

• Personalized onboarding based on user type
• Customizable dashboards reflecting preferences
• Content recommendations aligned with interests

5. Planning Fallacy

What it is: We consistently underestimate how long tasks will take.

```

Setting realistic expectations:

❌ "Quick setup" → User expects 1 min, takes 10

✅ "10-minute setup" → User expects 10, finishes in 8

Progress that manages expectations:

┌────────────────────────────────────┐

│ Step 2 of 5 · About 4 minutes left │

│ ████████░░░░░░░░░░░░░░ 40% │

└────────────────────────────────────┘

```

Product applications:

• Realistic time estimates for user tasks
• Progress indicators with time remaining
• Break complex tasks into visible steps

6. Framing Effect

What it is: How information is presented changes decisions, even when

underlying data is identical.

```

Same data, different perception:

Negative frame: "10% of projects fail"

Positive frame: "90% success rate"

Feature absence: "No hidden fees"

Feature presence: "Transparent pricing"

Risk frame: "You might lose data"

Safety frame: "Your data is protected"

```

Product applications:

• Positive framing in UI copy and messaging
• Feature benefits vs feature absence language
• Success-oriented progress messaging

7. Sunk Cost Fallacy

What it is: We continue investing because of past investments, not future

value.

```

Leveraging investment:

"You've been with us for 2 years"

"Don't lose your 500 saved items"

"Your profile is 80% complete"

"3,000 connections would miss you"

```

Product applications:

• Progress saving and restoration features
• Investment tracking showing accumulated value
• Gentle reminders of past engagement

8. Social Proof

What it is: We look to others' behavior to determine correct actions.

```

Types of social proof:

Expert: "Recommended by security researchers"

Celebrity: "Used by Elon Musk"

User: "500,000+ teams trust us"

Wisdom: "Most popular plan"

Peers: "Teams like yours use Premium"

```

Product applications:

• Customer logos and testimonials
• Usage statistics and popularity indicators
• "Most popular" badges on pricing plans

9. Scarcity

What it is: We value things more when they're rare or diminishing.

```

Scarcity signals:

Time: "Sale ends in 2:34:12"

Quantity: "Only 3 seats left"

Access: "Invite-only beta"

Exclusivity: "Limited to 100 companies"

⚠️ Only use with REAL scarcity

```

Product applications:

• Limited-time offers (when genuinely limited)
• Stock/availability indicators
• Waitlist and invite-only access

Step 1: Identify Decision Points

Map where users make decisions:

```

User Journey Decision Points:

Landing Page

├── Stay or bounce? [Availability, Social Proof]

├── Which CTA to click? [Framing, Anchoring]

│

Signup

├── Email or social login? [Convenience, Trust]

├── Share optional data? [Reciprocity]

│

Pricing

├── Which plan? [Anchoring, Decoy]

├── Monthly or annual? [Loss Aversion]

│

Onboarding

├── Complete or skip? [Commitment, Sunk Cost]

├── Invite teammates? [Social Proof]

│

Retention

├── Continue or churn? [Sunk Cost, Loss Aversion]

└── Upgrade or stay? [Anchoring, Social Proof]

```

Step 2: Map Current Bias Usage

Audit existing design:

| Screen | Decision | Bias Used | Ethical? | Effective? |

| --------- | -------------- | ------------- | -------- | ---------- |

| Pricing | Plan selection | Anchoring | ✅ | ✅ |

| Checkout | Add extras | Scarcity | ⚠️ Fake | ❌ |

| Trial end | Convert | Loss aversion | ✅ | ✅ |

Step 3: Design Improvements

For each decision point:

```

Decision: Plan selection

Current state:

• Plans listed low to high
• No default highlighted
• Equal visual weight

Improved design:

• Anchor with Enterprise first (Anchoring)
• "Most popular" badge on target plan (Social Proof)
• "Recommended for you" personalization (Confirmation)
• Annual savings calculated (Loss Aversion)

```

After completing analysis, document as:

```markdown

Product/Feature: [Name]

Analysis Date: [Date]

Decision Point Audit

| Decision Point | Current Biases | Ethical Assessment | Recommendations |

| -------------- | -------------- | ------------------ | --------------- |

| [Point 1] | [Biases used] | [✅/⚠️/❌] | [Changes] |

| [Point 2] | [Biases used] | [✅/⚠️/❌] | [Changes] |

Recommended Improvements

#### High Priority

• [Improvement 1]: Apply [bias] at [location] to [effect]
• [Improvement 2]: Remove [dark pattern] from [location]

#### Medium Priority

• [Improvement 3]
• [Improvement 4]

Ethical Checklist

• [ ] All scarcity claims are factual
• [ ] Users can easily reverse decisions
• [ ] No exploitation of vulnerable states
• [ ] Transparent about pricing and terms
• [ ] Personalization is controllable

Success Metrics

| Metric | Current | Target | Measurement |

| ----------------- | ------- | ------ | ------------- |

| Conversion rate | X% | Y% | Analytics |

| User satisfaction | X | Y | Survey |

| Regret rate | X% |

```

✅ Do: Enhance Experience

```

Ethical bias application:

Reducing cognitive load:

├── Smart defaults (don't make users think)

├── Progressive disclosure (show what's relevant)

└── Clear visual hierarchy (guide attention)

Building trust:

├── Real testimonials with names/photos

├── Honest scarcity (actual inventory)

└── Transparent pricing (no surprises)

Helping decisions:

├── Comparison tables (reduce effort)

├── Recommendations (based on real fit)

└── Clear CTAs (obvious next steps)

```

❌ Don't: Exploit Users

```

Dark patterns to avoid:

Fake urgency:

├── "Only 2 left!" (when unlimited)

├── "Sale ends soon!" (perpetual sale)

└── Countdown timers that reset

Hidden information:

├── Fees revealed at checkout

├── Auto-renewal buried in terms

└── Difficult cancellation flows

Manipulation:

├── Guilt-tripping copy

├── Confirm-shaming ("No, I don't want to save money")

└── Trick questions in opt-outs

```

Ethical Decision Framework

```

Before applying a bias, ask:

1. Is this helping the user?

YES → Continue

NO → Stop

1. Would I be comfortable if this was exposed?

YES → Continue

NO → Stop

1. Does this create long-term value?

YES → Continue

NO → Stop

1. Would this work on an informed user?

YES → Continue (persuasion)

NO → Stop (manipulation)

```

Amazon: Ethical Anchoring

```

Product page:

List Price: $79.99 ──→ Anchor (if real MSRP)

Price: $49.99

You Save: $30.00 (38%)

✅ Ethical if list price is genuine

❌ Unethical if inflated for appearance

```

Spotify: Positive Framing

```

Subscription conversion:

"Get 3 months free"

vs

"Pay for 9 months, get 12"

Same value, different perception.

Ethical because both options are clearly available.

```

Duolingo: Commitment + Loss Aversion

```

Streak system:

"🔥 15 day streak!"

"Don't break your streak - practice now"

✅ Ethical: Creates positive habit

⚠️ Watch for: Anxiety-inducing pressure

```

| Method | Combined Use |

| ------------------- | --------------------------------------- |

| Five Whys | Why do users behave unexpectedly? |

| Graph Thinking | Map bias influences across user journey |

| Business Canvas | Bias impact on value proposition |

| Jobs-to-be-Done | Align bias use with user goals |

| A/B Testing | Validate bias effectiveness ethically |

```

BIAS CHEAT SHEET

Acquisition:

├── Social Proof → "Join 50,000+ users"

├── Anchoring → Show premium first

└── Scarcity → "Limited beta access"

Activation:

├── Commitment → Small first steps

├── Planning Fallacy → Realistic time estimates

└── Loss Aversion → Show progress at risk

Retention:

├── Sunk Cost → "Your history, connections"

├── Confirmation → Personalized experience

└── Social Proof → "Your team uses this"

Revenue:

├── Anchoring → Price comparison

├── Framing → Annual savings highlighted

└── Loss Aversion → "You're losing $X/month"

Referral:

├── Social Proof → "X friends joined"

├── Reciprocity → Give before asking

└── Scarcity → "Exclusive invite codes"

```

• [Thinking, Fast and Slow - Daniel Kahneman](https://www.goodreads.com/book/show/11468377-thinking-fast-and-slow)
• [Predictably Irrational - Dan Ariely](https://danariely.com/books/predictably-irrational/)
• [Hooked - Nir Eyal](https://www.nirandfar.com/hooked/)
• [Dark Patterns Hall of Shame](https://darkpatterns.org/)
• [Growth.Design Psychology Studies](https://growth.design/psychology)