“We don’t choose between experiences, we choose between memories of experiences.” – Daniel Kahneman Think about the last product or app you used that truly delighted or frustrated you. What moments stand out in your memory? You’ll quickly realise that you don’t remember every second of an interaction – instead, you remember the highlights (good or bad) and how the […]
“People tend to prefer things that are easy to think about.” — Daniel Kahneman Every day, people face an overwhelming amount of information. Their time and attention are limited, so they need content that gets to the point fast without requiring too much effort to consume. When text is easy to read, it takes less mental effort to process. Not […]
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. […]
Sign up for the newsletter and never miss a post