What makes us abandon online shopping carts when there are too many options to compare? Why do we feel a sense of relief when a menu has just three items instead of thirty? There’s a reason for all of this and it’s closely tied to how our brains are wired. “As the number of choices increases, so does the effort […]
I used to run at events. Whenever I spotted the finish line, I always found this weird burst of speed. My legs would push harder, faster, like I had fuel left I didn’t know about. I never really questioned it, until recently. Turns out, that feeling has a name. And it applies to UX too. It’s called the Goal-Gradient Effect. […]
Why do certain tasks linger in your mind long after you’ve put them down? What makes unfinished business so hard to forget? Am I the only one who keeps a mental record of unticked tasks? Probably not. Psychology suggests that we all have this tendency, known as the Zeigarnik Effect. It’s a powerful psychological insight that shows how our brains […]
If you were to enter a prize draw, would you go for a guaranteed take of £900 or a 90% chance at winning £1000 (with a 10% chance of winning nothing)? Most people would choose the first option, opting for a guaranteed win rather than risking it all for a chance at more (even when the odds of losing are […]
Sign up for the newsletter and never miss a post